Apple Manages Its Company Today,

¶ … Apple Manages Its Company Today, Apple (hereinafter alternatively "the company") competes in the computer industry with its major product lines including personal Mac computers, as well as iPods music players and iTunes available online (Dowling, 2012). According to the editors of Marketing, "Apple has established itself as a household name in a market where technology is constantly evolving, and consumers eagerly await the next big thing. The development of a design-led philosophy increased the brand's appeal" (Apple 18).

Apple also offers mobile phone and supporting services with its iPhone and App Store facility (Dowling, 2012). In fact, Apple has sold more than 84 million iPads to date, with this single product representing more than a quarter (26%) of Apple's third quarter 2012 revenue (Apple set to launch smaller iPad 2012). Likewise, according to Mallin and Finkle (2011), "The Apple Computer Company is arguably one of the most innovative technology companies to emerge in the last three decades. Apple, Inc.

is responsible for bringing to market such products as the Macintosh desktop and portable computer, iPod and iTunes, and most recently, the iPhone" (49). Other authorities also cite innovations by Apple as being responsible for many of the technologies that consumers now take for granted. For instance, Zurmehly (2010 reports that, "Since PDAs were introduced in 1993 by Apple Computers, they have evolved into wireless devices with capabilities ranging from database entry to Internet referencing, with IR to share files, Bluetooth to download, and WiFi wireless capabilities" (179).

These major success stories, though, did not just fall out of the sky but were rather the results of informed, timely and effective management. The current management of the company is focused on delivering world-class products that exceed consumer expectations. For instance, according to the company's chief executive officer, Tim Cook (2012), "At Apple, we strive to make world-class products that deliver the best experience possible to our customers" (2). This goal is a legacy of Steven Jobs, the company's founder and original CEA.

In this regard, Mallin and Finkle (2011) report that, "The success of the company can be traced to the ingenuity of their founder and CEO, Steven Jobs. This philosophy has always been to create products that consumers will find easy to use and marry innovative technology to work productivity and personal entertainment. Throughout its history, Apple Inc. has accomplished these goals" (50). The effective management of the company does not end with this philosophical viewpoint, though, but rather extends to virtually every area of Apple's operations, including its recruitment function.

Although the company has succeeded where other companies have failed, Apple is not content to rest on its corporate laurels but remains focused on recruiting the best employees available to deliver the world-class products and services that have characterized the company's offerings to date (Job at Apple 2012).

In addition, the company continues an aggressive research and development department that has introduced innovations in mobile and point-of-sale payment methods as well as add-on hardware provided by other vendors that is capable of transforming Apple iPhones and iPads into mobile card readers (Wolfe 6). The research was consistent in showing the Apple is modeling the way for the computing industry through innovation and a vision based on the company's founder and original CEO, Steve Jobs, who wanted to provide products and services that exceeded consumer expectations and delivered world-class results.

The research also showed that the company has racked up an impressive track record of successes following this.