Why is it successful?

!

Innovation - kept improving the product

Apple 1 – a circuit board , the customer would have to build therest of the computer themselves

Apple 11 – the customer doesn’t have to add anythingto this. It is a complete computerThis was a very popular product

Lack of software

and memoryand had a small screen

Steve had been concentrating on design forgetting about the functions customers would want

Steve Jobs was sacked the company was loosing money

The Apple 111 was a flop!

Steve buys Pixar and sets up anddevelops new software

Despite different bosses Apple was still in trouble

Steve Jobs sells his new software to Apple and becomes the boss again!

The company is still in troubleSteve Jobs decides:-

Steve Jobs realises he needs to diversifymoves from computers to phones,

music and entertainment

To work with his rival Bill Gates. He does a deal with Bill Gates through which MicrosoftOffice could be used on Apple computers

Steve Jobs also decides not tohave lots and lots of products focus time and research on a few

really good products

Get people thinking they must have your products in their every day life.Think what could people be using in the future

Steve noticed that people had phone, music and internet separate put them all together

Importance of:-marketingdesigninnovation

Employ people good at these things!Steve Jobs saw a man had a good advertising campaign for another company went to visit him wouldn’t leavethe man’s office until he agreed to work with Apple

This is the logo the man came up with!

The aim is to make the company appeal to everyone not just computer geeks!

Importance of:-marketingdesigninnovation

Steve Jobs employs a good designer

When Steve Jobs returned to Apple he cut down production on all but four of Apple’s sixty products

Lots of people lost their jobs but one designer stood out as being very good. His name was Jonathan Ive . He stayed at Apple and worked with Steve Jobs who was also good at designing.

Employ people good at these things!

When Steve Jobs decided to branch out into music he wanted to buy Soundjam from a small company called Casady and Greene that

created it. He said if you don’t sell my company the rights to Soundjam we’ll develop a competitive product and put you out of business.

Casady and Greene were forced to sell Soundjam to AppleThe man who developed Soundjam moved to Apple and left the small

company behind

Goodbye Casady and Greene!

Is it important that the company makes a profit?

“ “””” I was worth over a million dollars when I was 23 and over ten million dollars when I was 24 and over a

hundred million dollars when I was 25, and it wasn’t that important because I was never did it for the money” Steve Jobs

Is it more important that the companyproduces an excellent product?

When Steve jobs came back to Apple as the boss

He stopped spending on lots of the products being developed,stopped employees from travelling business class,replaced the board of directors who employed him

Steve’s passion and drive for excellence meant that he worked his employees hard.

When he was first in charge of the company he earned $250 000 per year in salary but insisted that each of his engineers earn no more than $30 000.

The engineers also worked long hours.

The idea being that he really wanted engineers that were interested in working at Apple rather than working for the money. Lots of people really wanted to work on his projects andthought he was a genius!

How the Business was managedThis changed over time

Steve Jobs and Steve Wozniak play around withComputers sell circuit boards then the Apple 1 and 11

Apple 11 huge success. Lots were sold. Expand the business

Sell shares

More of a hobby than a business. Wozniak worked atHewlett Packard

How the business was organisedIt changed over time

Steve Jobs and Steve Wozniak work together in the garage making circuit boards

Apple 11 lots of sales they then have a company of 1000 employees

Shares are sold in the company.Apple now has a board of directors

The board of directors set the rules that run the organisation, decide who will be the CEO and check that he does a good job, approve budgets and report to shareholders

The board of directors fired Steve Jobs when profits went down due to the Apple 111 notbeing popular.Apple had two new bosses but profits were still low.When Steve Jobs came back he replaced the old Board of Directors with a new Board of Directors!

Apple is it a “successful” businessIs it profitable?

Is it ethical?Is it environmentally friendly?

Is it sustainable?

What are the strengths, weaknesses,opportunities and threats to the business?

Information for this Powerpoint has come from this book

You might have a copy in your classroom if you want to find out more!