Apple Inc. has undergone a major transformation in recent years leaving them buoying in the market recently. For much of Apple’s history Steve Jobs has been at the helm of the company and been a source of reference for consumer and investors alike. Steve Jobs was the iconic spearhead of Apple until his resignation on August 24, 2011. Jobs was more than just a founder of the Apple Inc., he was the vision of the future. Steve Jobs was part of a generation that kick started the technological revolution to much of the products society uses from the computer and the internet to “smart” phones and iPads. Apple Inc. originally only sold personal computers but since its early days has flowed into a major corporation that deals with everything from music to mobile phones. All that was Apple was commanded and marketed by Steve Jobs. Jobs was characterized as a focused man how would stop at nothing to achieve his goals and always centered on simplicity. His attitude to others was abrasive and he consistently expected the best from employees. He was a terrifying figure amongst employees who were constantly on edge with Jobs around. Everything was a secret with Jobs and very few people where in the loop for any of their projects, such as Project Purple, also known as the iPhone. “Jobs, a legend in his own time and the face of Apple, actively hid his managers from public view, preferring that they focus on work, not self-aggrandizement.” (Lashinsky) Steve Jobs was known for having the final say on all product decision, from the weight and feel of the product to how the software ran and its ease of use. Following Steve Jobs’ resignation and death, Tim Cook has stepped in and taken charge of the company. In September the company hit an all-time stock price high of $705.07 but since has been on the decline falling to a 52 week low of $419. Apple was once more valuable than Exxon Mobile but has since been surpassed. Despite this Apple still reported $31 billion in revenue and now has a market cap of $140 billion since the introduction of Cook. Investors also saw the first stock dividends paid out in the Corporations history. Apple stock has plunged 35% since it’s September high. “The company generates about $16 billion in cash per quarter, customers continue to mob its elegant retail stores, and even its derivative products, like the iPad Mini, quickly sell out.” (Lashinsky)
Tim Cook has begun to stir things up inside of Apple angering some and pleasing others. The company is slowly becoming more and more corporate. Tim Cook has become more open with both investors and employees. The secrets that shrouded the mystery of Apple seem to be disappearing and many of the long time problems with-in the company is being resolved. Tim Cook has capital expenditure of $7 billion planned which it appears will be used towards increasing growth and volume. Max Paley, former engineering VP, had this to say on the changes at Apple, “It looks like it has become a more conservative execution engine rather than a pushing-the-envelope engineering regime”. Tim Cook is centered around operational efficiency going so far with cost saving cuts as to restructure the employee-scheduling system of the Apple retail stores and cutting hours so drastically that there were rumors of a layoff. Cook was bombarded by a firestorm and immediately reversed his mistake.
Tim Cook and Steve Jobs are truly different leaders. Cook enjoys the company of the employees around him and often times sit at random in the library to talk with them. Everyone inside Apple seems to be happier and less afraid that their necks are on the line at all times. Cook has gone on to fire Scott Forstall who was Steve Job’s software engineer and Senior VP of the iOS software and had a very close relationship with Steve Jobs. “Management discord in Cupertino, as illustrated by the recent ouster of Scott Forstall, the head of Apple's iOS software group, is another cause for concern. Apple must "develop a