Apple Computers

Apple is a huge organization based on Board of Director, CEO, Vice presidents of different departments, and a large work force. Within the United States, Apple operates using a divisional structure. The following figure indicates Apple’s corporate structure within the US:

Board of Directors

CFO CEO General Counsel

VP of VP of VP of VP of

Hardware Software Worldwide Sales Worldwide Operation

At the international level, Apple’s worldwide geographic structure is as follow:

Global Headquarters

Apple USA Apple Europe Apple Pacific

Canada France Far East

Latin America Europe West Australia

Europe North Japan

Europe South

Apple has an excellent corporate culture in terms of creativity and being innovator of the latest technologies in the world. Apple’s chairman, Spindler, stressed that his strategy will encourage and preserve apple’s tradition of creativity and strengthen the system to make a prosperous business. Designers, programmers, and engineers were encouraged to direct their poetic, artistic, or musical creativity into creating better products. Thus,

employees begin to see the advancement of their products as more than merely a business goal, as a spiritual one.

Apple’s culture did not have only positive effects on its employees and managers; it has also negatively affected the firm. The company has refused licensing its products for years, reflecting the selfishness of Apple corporate culture.

Strengths

Apple computer has pioneered the PC industry and was able to maintain its

leadership position for a while. This was attributed to the internal strengths that it has developed throughout its activities.

• Technological innovation constitutes Apple’s competitive advantage. In fact, apple benefited from high innovation ability in both design and marketing.

• Able to design innovative products

• Producing high-end products, able to create a higher margin

• Product Design; Apple is tops at making eye-catching, easy to use computers. Having jumped from 3.8% to 6% share in its core markets, Apple hopes to add appoint or two of share each year on new Macs like the Cube. If successful, the company could more than triple sales, to $20 billion in 5 years.

• Marketing; while rivals spit out me-too PCs, Jobs turns Apple product debuts into front-page news. His ad campaigns are just as catchy: the 3 year old “Think Different” campaign, featuring such creative geniuses as Pablo Picasso, puts rivals ad efforts to shame. And the new movie ads are classic Apple – warm, fuzzy, and effective.

• Apple Computers was the first company to enter the PC industry. In doing so, it has established worldwide brand recognition.

• Ease of use of its products. For years, Apple’s products were characterized by their intuitive ease of use.

• Established brand; Apple’s products were considered the most reliable products in the market. This feature is attributed to the high quality control imposed by Apple over its products. More of Apple's kit works first time and keeps on working than any other major manufacturer.

• Customers were attracted to the Macintosh because of the availability of a wide variety of application software. This feature has strengthened Customer loyalty.

• Efficiency; Once the Industry’s sloppiest