Apple has had varying degrees of success throughout its lifetime, with the company’s history often divided into two distinct periods: Steve Jobs’ and Tim Cook’s leadership.
- Steve Jobs was a “wartime CEO” who prioritized creating innovative products, but his aggressive leadership style caused emotional harm to employees and resulted in compromised product quality and high costs.
- Tim Cook’s leadership has resulted in a more conventional Apple, with a focus on upgrading existing product lines and implementing cost-cutting strategies, while also improving work culture and prioritizing the needs of employees.
When people talk about innovation and creativity, their thoughts go straight to Apple Inc., the mogul responsible for creating the blueprint of technological success. Regardless of one’s opinion, the truth remains that it was the catalyst for today’s world. The Big Tech giant has seen varying degrees of success since the beginning but in 1984, Apple went down in history for its Macintosh and its accompanying advertisement. However, Apple’s lifetime could be clearly cut into two: Steve Jobs’ and Tim Cook’s. Here’s how these two tech moguls changed the course of a company to become a trillion-dollar giant.
Apple’s Lifetime Under Jobs
Steve Jobs was known as a “wartime CEO” who focused on creating “insanely great products” and driving a rebellious innovation strategy at Apple.
When he rejoined the company in 1997, Apple was struggling, and Jobs displayed extraordinary guts and aggression in rescuing the company from its troubles. However, he was not known for being concerned about the emotional impact on employees and they often served as mere facilitators in the product development process. While his aggressive approach was initially supported, it has been criticized now that Apple is a leader in communication technology. Despite Jobs’ brilliant product design and visionary leadership, the quality of the product was sometimes compromised, it was difficult to find, and costs were often high.
Apple’s Lifetime Under Cook
Tim Cook is highly concerned about all aspects of Apple and has demonstrated a strong sense of social responsibility by improving the work culture and understanding the needs of the mogul company’s employees. As a result of this management shift, the innovation strategy of the company has been influenced. Unlike Jobs, Cook did not exhibit the same level of “madness” and instead opted for a gentler approach, which has led to a more conventional Apple. According to industry experts, Cook’s leadership has resulted in the company focusing more on upgrading its existing product line rather than introducing groundbreaking products.
Cook has taken on the role of a change agent. Implementing new marketing and cost-cutting strategies. Drawing on his experience at IBM, where he streamlined supply chain management, Cook introduced significant changes to integrated marketing, product design, and manufacturing at Apple. His goal was to offer simple solutions to complex problems, which he accomplished by launching large-scale marketing campaigns, engineering feats, and cost-saving methods.
Regardless of your fondness, or lack thereof, of Apple, you must admit that this company managed to single handily define over and again what it means to be a Big Tech company. And both of the CEOs played a big part in this achievement. However, there is something to say about the employees’ experience under Jobs vs Cook. Was the genius worth the mess that was the work culture?
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