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-In 1976, Jobs and his partner Steven Wozniak
-in 1977, they founded Apple Computer
-By 1985 Apple¶s Sales had exploded to almost $2 billion
-PC maker NEXT and Pixar companies
-In the meantime, Apple was struggling to compete with other companies
-In 1996. he helped his old company to survive, by convincing them to buy
NEXT and to use its powerful operating system in new Apple PCs.
-In 1997, after this success he was asked to become CEO and agreed.
-In 2003 Jobs announced that Apple was starting a new service called
iTunes and at the same time introduced iPod music player
-By 2006, Apple introduced many products of iPod.
-In 2007, introduced 3G iPhone, first of its kind in the market


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-Jobs management style in the beginning was arbitrary and overbearing, in
other words we can defined him as autocratic leadership style for a short
period of time he was asked to resign. During this period he gained more
experience, he worked hard on organizing and leading processes. Jobs
encouraged a culture of collaboration and innovation to champion creative
thinking.
-He returned in apple with a new perspective and different leadership style.
-A more democratic and open minded style.
-The first think he did was creating a clear vision and goals to energize and
motivate apple employees.
-He is a transformational leader, meaning he is passionate and enthusiastic
about what he does.
-He creates visions and injects energy and motivation into his team. He
degraded a considerable authority to the teams but he also established strict
timetables and challenging µstretch¶ goals.


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 Mnique Features and characteristics
 Commands Premium Price
 High Customer Service
 Superior Quality
 Prestige
 Rapid Innovation


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We can start with the fact that Apple is a vertically integrated company. They
bundle everything from hardware to software, through to online services.
And, they do all this for demonstration of products that differentiate markets
from PCs to cell phones, and now to tablet computers.
This vertical integration allows Apple to control the quality of their
customers' experience. The attention to detail that pervades their products
starts with the packaging and ends with customer loyalty and a globally
charismatic brand with unparalleled pricing strength.


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 Distinctive products
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 Faulty devices


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 Competitors


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- In the beginning apple competitive

advantage had a lot of problems because of
the bad management skills.
- The conflicts inside the company reflected
inefficient production and low profits.
- Later on apple appeared in the market with
a different products and greater efficiency
just in time.
- Its new invention were iTunes and iPods

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 Customer reward program
 Innovation focus
 Sales promotion / discounts
 Global expansion
 Open more stores


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