Apple: Genetically Coded for Change

Paper Summary:

This paper discusses the character of Apple Computers, Inc. and its charismatic leader, Steve Jobs. This paper places particular emphasis on Apples strategic shift beginning in 1997 and 1998 that has resulted in Apples current status as a market leading innovator and a leader in the digital music industry. Finally, this paper examines Steve Jobs' leadership style, the cultural fabric of Apple and the overall role of leadership in change management.

From the Paper:

"Apple Computer, Inc. (Apple) is an innovative computing company that has been the main rival to Microsoft for approximately the last 28 years. In terms of market share, Microsoft dwarfs Apple and will continue to do so into the foreseeable future. Microsoft, however, has long trailed Apple in terms of innovative new products, product design and in customer fealty. Apple markets computing software, computers and computer peripherals, music players, an online music distribution service, as well as servers, laptops and its own line of retail outlets (Form, 2004, p. 1). "

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