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APPLE COMPUTER, INC. by Richard D NEW YORK UNIVERSITY LEONARD N. STERN SCHOOL OF BUSINESS APPLE COMPUTER, INC. by Richard D. Freedman and Jill Vohr New York University Leonard N. Stern School of Business Revised April 19981 Apple Computer was formed in 1976 by Steven Jobs and Stephen Wozniak, who visualized a personal computer that could be used easily by anyone. Together, they created the Apple I. Setting up shop in Jobs’ garage, they soon experienced sales beyond the garage’s capacity. In the same year, A.C. Markkula was recruited as the company’s first professional manager. With financing from Markkula and a group of venture capitalists, Apple Computer was incorporated on January 3, 1977. As cofounder of Apple, Jobs’ focus was on creating new and different products. He was the visionary responsible for Apple’s reputation for innovation. Apple’s mission was to change the world by bringing computers to the masses. Jobs’ notion of “one person--one computer” became a central tenet of the Apple belief system. In its first six years of business, Apple’s earnings grew explosively from $793,000 to $76,714,000.2 By 1983, Apple Computer had annual net sales of almost $1 billion and 4,645 employees.3 The Microcomputer Industry Apple Computer primarily produced microcomputers. This infant industry was characterized by the manufacture and sale of small desktop computers with microprocessors as central processing units. Apple’s main competitors in this industry included IBM, Commodore, and Atari. Competition was increasing. Both Hewlett-Packard and AT&T launched a personal computer, and Commodore was planning to introduce a more advanced personal computer into the market. IBM’s machines were the industry standard. Most PC makers made machines that were compatible with IBM. Apple did not. Its goal was to provide a machine “for the rest of us.”4 The differences between the Apple II and the IBM PC confused dealers and consumers who had to decide which one to buy, and software developers had to make software for two standards. There were five major market segments in the industry: home, business, government, education, and international sales. The home market included games and educational programs for children and programs for professionals who worked at home as well as hobbyists. The education market included programs used for educational purposes outside the home and was smaller than either the home or business market. The business market was by far the most profitable market and was predicted to grow faster than other segments. Exhibit 1 shows both 1984 and projected 1990 personal computer shipments by segment. Apple Computer, Inc. Apple Products and Markets Apple focused its sales on the home and education markets and was the leader in the education market. Apple had two product lines, Apple II and the Macintosh. The Apple II line consisted of the Apple IIe and the Apple III. The Apple II family of computers represented the company’s major revenue generator.5 The Macintosh line consisted of Lisa (Macintosh XL) and the Macintosh. Macintosh had not yet been introduced to the market. Jobs personally headed its development. Jobs believed that “Compatibility…was the noose around creativity.”6 It required conforming to a standard “out-of-date” hardware. Consequently, the Apple II family of products were incompatible not only with IBM machines, but also with the Macintosh family of products. Apple salespeople, who received regular feedback from the dealers, recognized that this incompatibility discouraged customers who did not want to invest several thousand dollars in an Apple computer and software only to discover that to move ahead technologically they would have to throw them out and start over. Apple Management To manage its products and marketing, Apple Computer had five product divisions responsible for the development, evaluation and manufacture of computer systems, software, and peripheral devices (e.g., Macintosh). It also had four product support divisions which handled marketing, distribution and post-sale product support (e.g. North American Sales Division). In addition, there were a number of administrative departments in charge of overseeing Apple’s day-to-day corporate activities (e.g., the Finance Department).7 Exhibit 2 provides a description of these divisions. Although Apple did not publish an organizational chart, Exhibit 3 represents what such an organization probably would have looked like. The Early 1980s and John Sculley Since 1981, Apple’s market share relative to its industry competitor had steadily declined.8 Apple attempted to enter the business market with its new Lisa and Apple III computers, but the products failed to win acceptance and could not compete successfully with the IBM PC. In May of 1983, Markkula retired from his posts as CEO and president but remained as director and consultant. Jobs hired John Sculley from PepsiCo, where he had been the president of domestic operations and, before that, vice president of marketing. Sculley was hired for both his executive and marketing expertise. Considering Apple’s new competitive pressures, choosing Sculley with his corporate experience as the company’s new president was considered by Jobs to be “one of the most important decisions in Apple’s history.”9 Once Sculley joined the company, he had the following reaction: As a member of the executive staff, I came away with a clear impression that there wasn’t a common understanding of the company we were trying to build. In fact, there were many, competitive fiefdoms. A group called PCDS (Personal 2 Apple Computer, Inc. Computer Systems Division) was responsible for the development and marketing of the Apple II. Within that division was a smaller splinter group in charge of the Apple III. There was the Lisa computer division, and Steve’s Macintosh team, which hadn’t yet introduced a product.10 The Macintosh and Lisa teams were not getting along. The Macintosh people believed that once on the market their product would be better than Lisa and any other Apple product. They routinely referred to the Apple II people as “bozos” and were given perks such as free fruit juice and a masseuse to work the tense backs of the Mac engineers. The Apple II group resented this favoritism. They also resented that they had been moved to a building that was two and a half miles from the Apple campus. Furthermore, there was duplication of activities and resources within the company. Sculley recalls, “When I arrived, I found people all over the organization doing the same thing. Three or four home-marketing groups, for example, existed. Everyone had great ideas. But some structure was needed if people were to feel a greater sense of accountability.”11 A Change in Structure In December of 1983, Sculley reorganized management. His main change was to reduce the number of Apple product divisions to three: a division for Apple II products, another for the Lisa product and the development and production of the Macintosh, and an accessory products group. Each division was responsible for its own functions and could be managed as “independent profit-and-loss centers.” The organizational chart is presented in Exhibit 4. Sculley placed himself in charge of the Apple II group to “learn how a product division worked.”12 He later gave this position to Del W. Yocam, a six-year Apple veteran. Jobs was placed in charge of Macintosh division but maintained his position as chairman of the board of directors. Sculley hoped that the new structure would eliminate most of the overlap without causing massive layoffs.13 Also, he did not want to be insulated from the organization.14 He wanted many people reporting to him, both line and staff people, so he could “assess all the pieces.”15 Sculley also installed tighter control policies and increased the market focus and level of discipline of Apple’s managers. No longer did he have more than a dozen vice presidents reporting to him, as was the case when he arrived. “Now there was a distinct hierarchy, with two powerful product divisions responsible for their own manufacturing, marketing, and finance and a small central organization for sales, distribution, corporate finance, and human resources--in essence, two companies, each reporting to Sculley and his staff, each competing with the other.”16 New Apple Products In 1984, Apple discontinued Apple III and Lisa and introduced a new product--the compact, portable Apple IIc. That same year, the Apple II division experienced record sales. It sold an estimated 800,000 of Apple Iie’s and portable IIc’s, with revenues that year nearly reaching $1 billion.17 The Macintosh was also introduced. In keeping with the company’s new strategy, the Macintosh was promoted as an alternative business computer in a bold campaign to win space in offices at the expense of IBM, whose PCs dominated the business market. Despite the fanfare, the Macintosh failed to attract business customers as had the Lisa and Apple machines before it. 3 Apple Computer, Inc. Its impressive graphics and ease of use did not compensate business managers for its lack of power and software. “Because the Macintosh was so easy to use, people concluded that it wasn’t powerful,” Apple executive Guy Kawasaki complained.18 Also, it was a closed machine that did not allow specialized add-on hardware and software. Jobs developed the machine this way because he wanted it to be as simple an appliance to use as a telephone--one complete package like any other appliance in the home. The strategic decision to produce incompatible machines increased short-run profitability. Prices could remain high since competition was minimal. IBM, on the other hand, welcomed competition by allowing cloning. As a result, IBM prices were forced down by cloning companies, which tended to charge less for their machines.
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