CHANGE MANAGEMENT AT APPLE

Presentation By:Umananda Bordoloi

Biswajit GargUpasana Kalita

“Here's to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes... the ones who see things differently – they're not fond of rules... You can quote them, disagree with them, glorify or vilify them, but the only thing you can't do is ignore them because they change things... they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do. ”

Steve’s Apple

• is the largest tech company in the world.• is the most valuable brand in the world.• is the most profitable IT company in the

world.• is the most innovative company in the

world.• is the company which receives more than

5000 job applications daily!• is better positioned than American Federal

Government in terms of cash position!

Time Line: Apple

Post 1999

Apple is synonymous to Change

CHANGE LEVERS

Leadership

Marketing

Technology

Competition

Cost

Technology

2007: Job's while introducing the new iphone

Cost

• Initially the Apple I, Apple II and Macintosh were very costly. So Apple offered it as a bundled product.

• In 1990, Apple released the Macintosh LC with a single expansion slot for the Apple IIe Card to migrate Apple II users to the Macintosh platform.

• To tackle rising R&D cost and capture the US PC market, on June 6, 2005, Steve Jobs announced that Apple would begin producing Intel-based Mac computers in 2006.

• Tie-up with Microsoft in software front.

Marketing

• US$ 1.5 million marketing gimmick !

• The Brand Ambassador….????

• The Apple Online Store

• The Apple Store

• Finally, its Apple!!!How Could you say….What’s in a name?

Competition

• Apple's top three hardware competitors are Dell, Hewlett-Packard, and IBM. In addition, Apple competes with Microsoft in many areas of the personal computer software industry.

• Dell, unlike Apple, is not known for innovation. Dell has limited itself to few product categories outside of its core computer hardware.

• Apple is always aware about its competitors’ strategy and believes in pre-emptive attack.

Leadership @ Apple

Jobs, 1976-1985

Scully, 1985-1993

Gil, 1993-1997

Jobs, 1997-2011

Cook, 2011-

Leadership Change @ Apple

• It is not a mere change of people….it is always a change of ideology, values and beliefs!!!

• Its authoritative Jobs who brought Scully to change apple and resigned because of Scully!

• Scully took Apple to US$8 billion from US$800 million

• Gil could not fit in their shoes!• The second innings of Jobs: Apple & Innovation• Tim Cook: Broadening the horizon…

EVENTS THAT CHANGED APPLE• Steve Jobs began working on the Apple Lisa in

1978 but in 1982 he was pushed from the Lisa team due to infighting, and took over Jef Raskin's low-cost-computer project, the Macintosh.

• The US$ 1.5 million worth TV commercial for Apple Macintosh made history in the advertising industry.

• 2006, the launching of MacBook Pro and iMac. • On January 9, 2007, Jobs announced that Apple

Computer, Inc. would from that point on be known as Apple Inc.The event also saw the announcement of the iPhone and the Apple TV.

• January 27, 2010, the introduction of iPad.

So, The Change in Apple…

• Is Revolutionary because…

• Is also Evolutionary because…

• Interestingly is Planned!!!

….The Corpus of Change???

CONCLUSIONApple is not an average organisation, its much more than that....it is an institution that has created revolution as to how we view technology.

Over the years the company has come to be synonymous with change and not just some minor changes that an average company goes through, but a wide spectrum of change ranging from change of leadership, to the change in product line.

…………..War was an ill-fitting metaphor for the Apple

employees because according to them strategy had little to do with success, for them it the romance of business was what they lived for...and live for everyday.