Midterm examination

Business Culture

Teacher: Nguyễn Thị Minh Huyền

Class: BSA105501
Schedule: Monday, Lesson 7-9

Group 3 members: Vũ Minh Ngọc – 19071447

Lê Hà Thu Phương – 19071473
Nguyễn Thị Hương Giang – 19071342
Nguyễn Văn Dũng – 19071328
Nguyễn Duy Phong – 19071468
Nguyễn Thị Mỹ Trang – 19071529
Nguyễn Thị Trang - 19071531
Table of contents

I. Introduction.............................................................................2
II. Organizational Establishment..............................................2
a. General Information.................................................................2
b. Development History.................................................................3
III, Tangible Structure.......................................................................5
a. Logo............................................................................................5
b. Slogan.........................................................................................5
c. Uniform......................................................................................6
IV. Organizational Mission, Vision and Core Value.......................6
a. Mission........................................................................................6
b. Vision..........................................................................................7
c. Development strategy and core value......................................7
1, Product development............................................................7
2, Core value..............................................................................8
V. Foundation of Organization Culture...........................................9
a. Compensation and Motivation.................................................9
b. Personnel and Morale.............................................................10
c. Teamwork and Leadership.....................................................11
d. Innovation................................................................................15
VI. Achievements..............................................................................18
VII. Conclusion.................................................................................20
VIII. Reference.................................................................................21

1
I. Introduction
Apple Inc. is well-known for its hardware, software, and service advancements. The
organizational architecture and related leadership paradigm, which have played a critical role
in the company's innovative success, are far less widely recognized.
Apple's revolutionary hardware, software, and internet services aim to provide the greatest
personal computing experience to students, educators, creative professionals, and consumers
all around the world. Apple's primary goal is to develop products that improve people's lives.
This entails not just creating totally new product categories, such as the iPhone and Apple
Watch, but also constantly innovating within existing ones.
Apple Inc.'s corporate culture is critical to the company's long-term success. The business
philosophy, values, beliefs, and associated behaviors of workers are established and
maintained through the organizational or corporate culture of a firm. This business case study
demonstrates that Apple has a good company culture that allows human resources to support
a variety of strategic goals.
The company's cultural features are in accordance with the company's desire for innovation,
which is a key element in determining corporate competitiveness in the information
technology, internet services, and consumer electronics industries. This business situation
makes it easier for Apple Inc. to achieve its corporate purpose and vision statements, thanks
to its organizational culture. Apple cultivates its company culture and use it as a strategic
management and success strategy.
Apple Inc. maintains a competitive advantage over other companies in many areas by
fostering a positive company culture. Samsung, Google, Amazon.com, Dell, Lenovo, Sony,
and PayPal, as well as IBM and Intel, fight against the corporation in the information
technology space. As a result, cultural features must be reinforced via the workforce to ensure
critical competitive advantages. Through its organizational company, the firm accomplishes a
portion of its strategic goal.

II. Organizational Establishment

a, General Information
- Apple Inc. is a global business based in the United States that creates and
manufactures consumer gadgets and computer software. Apple is one of the most
successful corporations on the planet. Apple has re-invented the operations
management system. Apple represents the face of the music, phone, and computing
industry. Apple is at the forefront of the industry because of technological
advancements and the CEO's decision making. Apple's creative designs have paved
the path for the company to sell computers and products all over the world.
- Macintosh computers, the iPod, and the iPhone are among the company's most well-
known hardware products. The Mac OS X operating system, iTunes music player,
iLife multimedia and creativity software, iWork productivity software, Final Cut

2
 Studio, a suite of professional audio and film-industry software products, and Logic
Studio, a suite of audio tools are all examples of Apple software. The firm has over
250 retail locations in nine countries, as well as an online store that sells hardware and
software.
- Apple Computer, Inc. was founded on April 1, 1976, in Cupertino, California, and
incorporated on January 3, 1977. For the first 30 years, the company was known as
Apple Computer, Inc., but on January 9, 2007, the company dropped the word
"Computer" to reflect the company's ongoing expansion into the consumer electronics
market in addition to its traditional focus on personal computers.
- Apple employs around 35,000 people globally and had global yearly sales of
US$32.48 billion in fiscal year 2008, which ended on September 29, 2008. Apple has
built a distinct reputation in the consumer electronics market for reasons ranging from
its philosophy of holistic visual design to its distinctive advertising efforts. This
comprises a loyal client base, notably in the United States, that is passionate about the
firm and its brand. In 2008, Fortune magazine declared Apple the most admired
business in the United States, and in 2009, it was voted the most admired corporation
in the world.

b, Development History
- 1/4/1976: Apple was founded by Steve Wozniak, Steve Jobs and Ronald Wayne
- 7/1976: The first Apple I product went on sale for $666.66
- 1980: Steve Jobs left Apple and John Sculley became the company's chief executive
- 1990: Macintosh laptop, PowerBook produced
- 1998: Apple changes iMac design and simultaneously develops Mac OS X product line
- 10/2001: Company introduces portable iPod player
- 2002: Apple agrees with record labels to sell music rights on iTunes Music Store
- 9/1/2007: Introducing the first iPhone with a 3.5-inch touchscreen
- 9/6/2008: Unveiling iPhone 3G, smartphone running on 3G band
- 27/1/2010: Launch of a new breakthrough product line with entertainment features such as
iPad
- 4/10/2011: Launch of iPhone 4s series with A5 dual core chip and 8MP camera
- 2014: IPhone 6 model with groundbreaking design and incredible thinness is launched.
From 2014 through 2019, Apple released updated versions of its smartphone and tablet
products on a regular basis. In the future, the firm will continue to provide new goods that
improve on both technique and style in order to appeal to a wider range of consumers.

➢ Signigiciant Fields and Brands Development of Apple

 Hardware
On April 1, 1976, they unveiled the Apple I, a desktop computer that, unlike other personal
computers of the time, came pre-assembled as a single motherboard. A year later, the Apple

3
II was released. The updated computer came with a built-in keyboard and casing, as well as
expansion ports for floppy disk drives and other peripherals.
In 1980, Apple introduced the Apple III, a year before IBM released the IBM Personal
Computer. Recalls and harm to Apple's reputation occurred from technical failures and other
issues with the computer.
- The Macintosh Computer
The Macintosh, a personal computer with a built-in screen and mouse, was released in 1984,
and it became Apple's most popular product to date. According to the New York Times, the
Macintosh marked the start of a "revolution in personal computing."
Jobs was fired from Apple in 1985 due to a disagreement with John Scully, the company's
CEO. He then founded NeXT Inc., a computer and software firm that was bought by Apple in
1997.
The Macintosh saw several modifications during the 1980s. The Macintosh Classic,
Macintosh LC, and Macintosh IIsi were all released in 1990, and were all smaller and less
expensive than the original machine. A year later Apple released the PowerBook, the earliest
version of the company's laptop computer.
- The iMac and the iPod
Jobs returned to Apple as temporary CEO in 1997, and a year later, the firm unveiled the
iMac, a revolutionary personal computer. Apple soon developed a suite of digital tools for its
consumers, including the music player iTunes, the video editor iMovie, and the picture editor
iPhoto, once the iMac was a big hit. These were made accessible as part of the iLife software
package.
Apple introduced the initial iteration of the iPod in 2001, a small music player that could hold
"1000 tunes in your pocket." Models such as the iPod Shuffle, iPod Nano, and iPod Touch
were featured in later versions.
- The iPhone
With the debut of the iPhone, a smartphone that sold over 6 million devices in 2007, Apple
expanded its reach into the consumer electronics industry. Later iPhone models introduced a
slew of new capabilities, such as GPS navigation, Touch ID, and face recognition, as well as
the ability to take photographs and video.
Apple has expanded under CEO Tim Cook, who took control following Steve Jobs' death in
2011, delivering a new generation of iPhones, iPads, iMacs, and MacBooks, as well as new
products like the Apple Watch and the HomePod. In 2018, the internet behemoth became the
first business in the United States to be valued at $1 trillion.
 Software:
At Apple, the challenge is more than building an app or feature — it’s creating something
people feel a real connection to. A particular example of Apple software is IOS.
Apple Inc. conceived and developed IOS (previously iPhone OS), a mobile operating system
designed and developed solely for its products. It is the operating system that runs on many
of Apple's mobile devices, notably the iPhone and iPod Touch; until the moniker iPadOS was
established with version 13 in 2019, the word also applied to versions running on iPads. After
Android, it is the world's second most popular mobile operating system. It serves as the
foundation for Apple's iPadOS, tvOS, and watchOS operating systems. Although certain

4
elements of it are open source under the Apple Public Source License and other licenses, it is
proprietary software.
Moreover, iOS was initially released in 2007 for the first-generation iPhone and has
subsequently been expanded to include compatibility for additional Apple devices such as the
iPod Touch (September 2007) and iPad (introduced: January 2010; availability: April 2010.)
As of March 2018, Apple's App Store has over 2.1 million iOS apps, with 1 million of them
being iPad-specific. These smartphone apps have been downloaded over 130 billion times in
total.Major versions of iOS are released annually. The current stable version, iOS 15, was
released to the public on September 20, 2021.

III. Tangible Structure

a. Logo

-The Apple logo was first born in 1976 and was designed by Ronald Wayne. It was then
designed for the second time by Rob Janoff. The image of a half-eaten apple was designed by
him and then widely used on the company's products..
- Initially, Rob Janoff – who directly designed the apple logo said: he designed apples with
the main purpose of distinguishing them from cherries and has no meaning at all.
- It means imperfection, so always be creative to come up with better quality products.
Therefore, apple always listens to customers' opinions and cares for its products to bring
customers the best
-The apple with a broken angle represents the relentless desire for knowledge and the
ambition to continuously innovate to reach perfection in Apple products.

b. Slogan
“Think Different”
- The slogan is extremely powerful, emphasizing the value of endless creativity, the
importance of being different.

5
- Apple products are created by the creativity and constant innovation of the company's staff
and management. Apple products are unique, different from other brands.

c. Uniform

Basically, the uniforms in two main colors ,blue and red ,all are printed with the large Apple
logo on the front of the chest to create a brand highlight. The uniform is designed in
accordance with the working environment, bringing a sense of comfort to the employees,
showing a professional working style, build a representative image for the company and also
respect for customers in the work.

IV. Organizational Mission, Vision and Core Value

a. Mission

“To bringing the best user experience to its customers through its innovative hardware,
software, and services”
- Best user experience.: Apple designed all of its devices to be user-friendly, whether it's an
iPhone, iPad, or wearable. When it comes to user experience, the firm makes no concessions.
Apple devices include creative and user-friendly features that provide the end user the
greatest experience possible.

6
- Innovative products: Apple creates goods that are tailored to the specific needs of its
customers. Apple has pushed the boundaries of product design, usability, and functionality
since its inception. Apple's hardware and software solutions are adapted to specific market
segments, such as education, business, and healthcare.
- Provide quality service: Apple has always been focused with customer service, whether it's
through the App Store, Apple Care, or tech assistance. Everything is under its control, from
design to development, sales, and repairs. Apple has an advantage over its competition
because of its hands-on approach..

b. Vision
“To make the best products on earth and to leave the world better than we found it.“.
-Leading in Product Design: Apple produces high-quality goods such as iPhones, iPads,
iPods, Macs, microchips, and more. By generating new ideas, the firm hopes to maintain its
leadership in product design and development.
-Carbon Neutral: Apple's goal is to have no net environmental impact across the board. Apple
released a plan in 2020 that emphasized their commitment to making all Apple devices
carbon-free by 2030.
- Focus on innovation.
- Simplicity instead of complexity.
- Control the key technologies behind Apple products and focus on a few key projects.

c. Development strategy and core value

 Product development:
Apple's main intensive strategy for growth is product development. Product development
necessitates the creation of appealing and profitable technology products in order for the
company to increase its market share and business performance. Apple achieves this
aggressive growth strategy by incorporating new ideas into its research and development
processes. The company uses innovation as a critical success factor and competitive
advantage in product development.

Example: Apple continues to develop new products such as the iPhone, iPad, and Apple
Watch. The company grows as a result of this intensive growth strategy because new
products enable the company to generate more revenue, such as through the sale of new
iPhone models.

1. Market Penetration:
- Apple Inc.'s second most important intensive strategy for growth is market
penetration. Gaining a larger share of the current market by selling more of the
company's current products is known as market penetration. This growth strategy is
implemented by Apple by selling more iPhones and iPads in its current markets in
North America. In addition, the company boosts competitive advantages in its current

7
 markets by adding more authorized sellers. This strategy targets markets where Apple
has yet to establish a significant presence.
- Apple uses a variety of websites and media outlets to promote itself. More people are
buying Apple products as a result of advertisements. By addressing the need to
broadly capture the market through the sale of more technological products to more
customers, this intensive growth strategy aligns with the company's broad
differentiation generic strategy. The marketing mix, or 4P, of Apple Inc. has an
impact on the effectiveness of the company's competitive advantage and aggressive
growth strategy.

2. Market Development:
Apple's growth strategy is based on market development, which is a low-priority strategy.
Market development entails selling existing products in new markets while leveraging the
company's competitive advantages.

Example: Apple Inc. employs this aggressive expansion strategy by approving new sellers in
markets where it does not yet have a presence. This growth strategy aligns with the generic
strategy of broad differentiation by broadening the company's market reach, for example, by
introducing current consumer electronics to new overseas markets.

Core values:
The core values of Apple include: Accessibility, education, privacy, inclusion and diversity,
environment, supplier and responsibility:
1. Accessibility
Apple products are designed to be accessible to everyone. For better accessibility, the
company employs advanced technology and powerful innovations. Apple has created
products that ensure people with physical limitations are not left out and can carry out their
daily activities with ease as a result of these innovations.
2. Education
Apple has been a leader in providing educational solutions to schools across the United States
since 2014. ConnectEd has donated its products to students and teachers at 114 underserved
schools as part of a partnership with the company. They've also committed $100 million in
teaching and learning resources. The company continues to work with students and teachers,
teaching them how to use the products to improve their learning and everyday lives.
3. Privacy
Apple's products contain a lot of sensitive user data, and the company considers privacy to be
a basic human right. As a result, all products are created with the user's safety in mind. They
can also choose what information to share and with whom thanks to the security features.
Face and touch ID, among other enhanced security features, ensure that only the user has
access to the device and make it difficult for others to gain unauthorized access.
4. Inclusion and diversity
The fact that people from all walks of life work there is the company's greatest strength.
Apple believes in bringing on board a diverse team because it aims to provide products for
people from various regions, ethnicities, religions, genders, and cultures. Apple has made

8
steady progress by bringing together people who are diverse in their thinking, experiences,
and personalities.
5. Environment
Apple is equally committed to environmental stewardship as it is to developing high-quality
products. The company aspires to create products that are both safe for users and safe for the
environment. They use recycled materials on both the inside and outside of the building.
Users can trade in their old devices for credit or recycling through Apple Trade-In, reducing
their environmental impact.
6. Supplier responsibility
Apple expects its suppliers and partners to create high-quality products for its customers, who
always come first. The business ensures that the suppliers meet all of the requirements while
also providing them with opportunities. It also holds its suppliers responsible for ensuring
that their employees work in safe and pleasant environments, that their rights are respected,
and that they are not subjected to discrimination at work.

V. Foundation of Organization Culture

a. Compensation and Motivation:

- Apple has become a famous brand that is known and admired by both the technology
world and the world for its ingenious business strategy, innovative design, and always
delivering products that satisfy consumers. use.
- The special treatment policies that Apple gives to its employees have contributed to
the success of Apple today.
- Apple provides competitive packages to attract talented staff. The benefits are
provided based on the employment status and the geographical location of the
employer. Some of the benefits provided by the company include employee stock
purchase programs, discount on product, insurance…
 Employee stock purchase programs:

The Apple employee stock purchase plan (ESPP) is generous. Through payroll deductions,
Apple affords all active staff with an opportunity to purchase company stock at a discount, to
then be held or sold at the participant’s discretion. This is a great opportunity for employees
to create wealth and realize individual accomplishment at retirement.

 Discount on product:

According to Business Insider, Apple employees get 25% off every year when buying iPod,
computer or iPad, software is 50% off. Sometimes, they even reward free Iphones or ipads
for their employees. Giving products to employees rather than money can be a better and
effective motivator because it would increase employee responsibilities when they see the
end result of their effort.

 Insurances and benefits:

9
If employees are seriously ill, they will enjoy a number of programs such as free therapy
offered by Apple's partners in the U.S. Employees are also entitled to numerous insurance
policies such as: Health Insurance, Life Insurance, Dental Insurance, Vision Insurance,
Temporary Disability Insurance. Moreovers, Apple even has Accidental Death &
Dismemberment Insurance for its employees.

 Moreovers, The company also embraces agility. This has been the major contributing
factor to its success and employee retention. Employees are encouraged to shift from
one manufacturing department to another. For instance, an employee can shift from
the music industry to the computer and then to the smartphone industry.
 Besides , it is egg freezing cost for female employees. This can be a special
motivation of Apple when they choose this policy. This benefit is intended to help
female employees who are passionately devoted to work but have no time for their
families. This method will make it easier for them to have children in the future. This
retention typically costs $10,000 and a $500 hosting fee per year. With this unique
benefits program, Apple has enhanced its ability to attract female talent in a field
traditionally dominated by men.
 The company encourages employees to be a master of all activities as they prepare
themselves for the next big thing. This strategy has motivated employees to commit
their effort to the organizational culture since they are in a position to enhance their
skills.

b. Personnel and Morale:

 Personnel:
- Apple is a place of people from every region, from all over the world. According to
Apple, four main principles contribute to integrity: "honest - respect - confidentiality -
compliance ". At apple, each specific position will have its own mandatory standards,
but all members meet the requirements: professional qualifications, determination to
develop careers, and a sense of responsibility.
- Managers are those who fully promote Apple's core values, demonstrate enthusiasm,
firm bravery, along with innovative, new, and unique management strategies, always
bringing to employees. interests and passion for work. The senior management are
those who guide other leaders to inspire top performance from their teams. They also
are knowledgeable about the industry and stay up to date on competitors and trends.
Those members have formed a strong team with the same goal as the general
development of Apple.
- Employees in here always change to grow, and learn new things, and become
different people, ready to help each other to create a cohesive environment. The
people here at Apple don't just craft products - they build the kind of wonder that's
revolutionized entire industries.
- Through the long journey of growth and development, it is the people of Apple who
have made good values, contributing to the success of it today.
 Working Environment: safe, respectful and supportive workplace for everyone
10
 - Working time: average 6 hours a day (as part time employees) and 8 hours a day( as
full-time employees). Employees are entitled to the processing of vacation and paid
leave.
- Working conditions: Spacious space (close to nature) , modern working equipment,
periodic health check. Fully equipped with facilities, labor protection equipment and
labor hygiene
- Welfare regime: outstanding bonus (recognition bonus of 3 to 5 percent of base
salary), monetary bonus, gifts (ipod, iphone free, stock), dental care, medical care…

 Morale:
- Apple brings together professionals from all over the world, the most capable of
intellectual property and discipline, talent and determination, and a high work ethic.
They never stop innovating to accomplish their goals.
- Each Apple employee must be proactive, eager to learn, constantly strive for self-
improvement and internalize the Apple's culture and its core values as a guideline for
his or her actions. For everything they create, they consider its impact - on our
customers, our colleagues, and the planet. What they have is goals to strive for and a
global business community committed to doing the right thing for people and the
planet. This non-stop effort is to ensure sustained development of the Apple and bring
future generations a better life
- At Apple, each employee considers this a second home, and spends most of each day
living and working. In there, different people from different backgrounds here - they
can connect the dots, maybe in a better way. In any role and any position, they are
proud to be a contributing factor to the success that makes Apple where it is today.

c. Teamwork and Leadership

● Teamwork
- Teamwork is very crucial at Apple Inc. Apple prioritizes innovation and the development of
new technology. In order to build their product, Apple must evaluate various areas of the
organization. This encompasses aspects like technology, marketing, money, and product
usage. Because all of these features are required in every Apple product, staff must
collaborate in order to create a successful product.
- One of the reasons why Apple delivers a new product into the market every year is the
strong spirit of teamwork that governs employees (West, 2012). Teams meet weekly to
review their progress and deal with challenges that members encounter. Finally, teamwork
improves accountability and responsibility. Apple does not create committees to oversee the
activities of different teams (Lusted, 2012). Each team has a leader who reports directly to
management regarding the team’s progress.
- One of the reasons why Apple delivers a new product into the market every year is the
strong spirit of teamwork that governs employees (West, 2012). Teams meet weekly to

11
review their progress and deal with challenges that members encounter. Finally, teamwork
improves accountability and responsibility. Apple does not create committees to oversee the
activities of different teams (Lusted, 2012). Each team has a leader who reports directly to
management regarding the team’s progress.
- Steve Jobs, the former CEO of Apple, described Apple's teamwork in 7 factor :
 One Person in Charge :
There will always be one person in charge of the major duty for any new project or job,
allocating and customizing each individual assignment to the team members based on each
person's actual capacity. The specific division will help each person in the group be aware of
their exact responsibilities, minimizing unnecessary controversy in the working process. But,
more crucially, there is greater activity and simplicity.
 Meet Once a Week :
Apple's project teams will meet once a week to update the details of each team's work,
upgrades, and even difficulties in the process, and then discuss together to offer the best
solution. This is an important factor in enhancing community capabilities internally at Apple.
They are well aware that the most important time for teams to meet is when things get busy
and stressful, and after that, everything quickly becomes obvious, simple, and effective.
 Team Work Starts at the Top :
Whether you like it or not, teamwork starts at the top and cascades down through every tier of
the company. If the organization's senior team does not function as a cohesive one, the teams
below them are unlikely to do so as well. If your team members notice that you have a sour
relationship with your coworkers, one based on distrust and power struggles, they will follow
your lead in interacting with their coworkers. As a result, it is critical that you, as a leader,
devote time and effort to strengthening the team that you are a part of, not just the one that
you lead.
 Trust is Key :
Trust is the most vital element within any team. When teams trust one another on a deep
level, they do not hold back from saying what needs to be said. Belief is the keystone that
binds a team together, makes them strong, and allows them to perform to their true capacity.
A leader's role, according to Steve Jobs, is to hire exceptional people and trust them to
deliver.
 Have Wonderful Arguments :
The great thing about Steve Jobs is that he promotes conflict and challenge in order to find
the best business solution. Conflict isn't always a terrible thing. Leaders benefit greatly from
having disagreements because it allows them to make more accurate and complete decisions.
Constructive conflict is required for decision-making commitment. Leaders will learn
whether people truly agree with their decisions by holding a vibrant and open debate, and
brilliant ideas will emerge as a result. Of course, the pioneers themselves must present well-
thought-out and convincing reasons. Steve Jobs famously claimed that at Apple, they had
"great arguments," but that in the end, "the best ideas always win."
 Let People Make Decisions :
While Steve Jobs was clear about allowing one person to lead and encouraging "great
arguments," he also understood the importance of trusting others and allowing them to make
judgments. In a group working environment, everyone has the same right to express their

12
own opinions and thoughts, and no one has the authority to contradict their choices. Instead,
everyone works together to come up with the greatest solution. This demonstrates that Apple
values employee equality, encourages employees to express personal viewpoints, and
provides employees with a sense of autonomy and fairness. The company will gain
tremendously favorable benefits as a result of this.
 Work to One Goal :
The best group is not the group that can do the most things, but simply the group that can
clearly define the goal and accomplish that goal right from the basic steps. Just like to
complete a big picture, it is necessary to determine the content of the big picture and divide
each area on the page with more detailed and specific content, but all must be directed to the
main content of the whole original big picture. That's how Steve Jobs clearly oriented his
entire staff should work towards a specific goal.

 Leadership
- Steve Jobs :

Apple Inc. widely known for the exceptional leadership of Steve Jobs, former chairman, chief
executive officer (CEO) and co-founder of Apple Inc (1976). Jobs became Apple's CEO in
1997 after being forced out of Apple in 1985, largely responsible for reviving Apple, which
was on the verge of bankruptcy. Steve Jobs' leadership talents catapulted Apple from a little
technology business to a global technology giant in a blink of an eye. Through his great
leadership talents, Jobs paved the way for the future of technology.
Under his leadership, several projects had to be halted to make way for new products that
focused on brand-new features and attractive designs that were likely to increase the

13
company's sales. Beginning in 1997 with the "Think different" advertising campaign and
progressing to the iMac, iTunes, iTunes Store, Apple Store, iPod, iPhone, App Store, and
iPad, he collaborated closely with designer Jony Ive to create a line of products with broader
cultural implications. The original Mac OS was replaced in 2001 by the fully new Mac OS X
(now known as macOS), which was built on NeXT's NeXTSTEP architecture, giving the OS
for the first time a modern Unix-based foundation.
- Tim Cook :

Jobs stepped down as CEO of Apple in 2011 due to mental health issues, and Tim Cook was
appointed CEO in August 2011. Many people questioned Tim's leadership abilities at the
time, claiming that he couldn't sustain the position that Jobs had constructed for Apple. He,
on the other hand, demonstrated his worth. Tim Cook's leadership skills are the only thing to
credit for Apple's ongoing and even enhanced success as time passed.

- Leadership Style of Apple :

Leaders have long emphasized the importance of thinking creatively. They urge employees to
come up with fresh ideas and share them with coworkers and management. Employees are
given the freedom to do their own research, allowing them to spot areas where innovation
could be induced. Apple's success has always been fueled by strong leadership tactics.
Apple Inc.'s executives have always thrived on innovation, which is why they have worked
tirelessly to improve all of the company's product lines. This has enabled the managers to
streamline several operations.
Apple Inc. managers have communicated with their workers frequently in order to understand
their frustrations and issues. This has allowed them to instill a sense of worth in their
personnel, which in turn enhances their confidence and motivation. Apple's managers have
successfully established a relationship based on trust and respect with their employees.
Managers at Apple Inc. have long used a transformative leadership approach, pushing staff to
think outside the box. Managers have traditionally placed a premium on training and

14
development programs in order to provide their officers, salespeople, and store ushers with
necessary abilities to influence clients' purchasing decisions.
d. Innovation
- Launched iPhone 5, a breakthrough in design compared to iPhone 4/4s.

- Starting to use the Lightning charging port, the connection protocol helped
significantly change the smartphone industry in general, maintaining the uniqueness
of the iPhone until today.
- Launched the iPhone 6/6s/6 Plus, the best-selling iPhone series with over 222 million
units sold worldwide, and the design was retained by the firm when the 2nd
generation iPhone SE was released.

15
- Apple claims that 100% of its U.S. operations run on renewable energy, 100% of
Apple's data centers run on renewable energy, and 93 percent of Apple's global
operations run on renewable energy as of 2016. Apple carbon offsets its electricity use
since the facilities are connected to the local grid, which is often a mix of fossil and
renewable sources. Consumers can use the Electronic Product Environmental
Assessment Tool (EPEAT) to see how a product affects the environment.
- Boost accessories development with the AirPods 1/2/pro; Apple Watch;... Apple
AirPods has accounted for half of the wireless headset market by 2019, demonstrating
the company's success.

16
- When it launched the iPhone X series, Apple once again created a design revolution:
notch screen, removal of the home button, FaceID security, and is currently still
gradually improving the design in the iPhone 11, 12, and 13 series.

17
 - Apple is a vocal proponent of privacy, incorporating privacy-conscious features and
settings into their conferences, advertising campaigns, and public appearances. That's
also part of the reason Apple constantly improves and updates iOS versions (currently
iOS 15.0.1) and macOS Big Sur (11.6).

VI. Achievement
Achievements of Apple:
1. Apple Reaches $2 Trillion, Punctuating Big Tech’s Grip:

With this impressive number, Apple also became the first US company to reach a market
capitalization of 2 trillion USD. Thus, Apple has doubled in value in just 24 months, despite
the global pandemic. Apple has surprised investors by being able to get loyal shoppers to buy
iPhones, iPads and Macs online even as some stores are still forced to close due to the
epidemic.
2. Apple takes top spot in phone market with record shipments:
Record iPhone shipments pushed Apple Inc. to the No. 1 position in the global smartphone
market as Samsung Electronics Co. and Huawei Technologies Co. lost significant ground.
This result shows us the potential and development ability of this US technology company.

18
 3. The world’s most valuable brands 2019: Apple on top att $206 Billion
This achievement of Apple is thanks to its strategy. Apple has created an art form for shifting
its customer base from one product category to another. Mac users used iPods, followed by
iPhones, iPads, and Apple Watches. Customers trust the brand to work seamlessly across all
categories of the Apple ecosystem, which has helped make the Cupertino, California-based
company the most valuable company in the world. Service is the next frontier for companies
and brands.

19
VII. Conclusion
Apple Inc is one of the most successful companies in today's global society. An important
factor in the continued success of this business is that they have the organizational culture
and spirit from which to assert their position in the market. Apple's mission statement
continues to be the core foundation of the company. Apple, like other effective organizations,
has had a progressive organizational culture. To begin with the organizational stages, Apple
pursued a unique culture, with a lone entrepreneur, captivating pioneer, and an adaptive
environment. Steve Jobs played a key role in allowing the company to achieve its current
glorious position in the electronics market.

Apple's unique management style in organizational design and leadership has played a key
role in Apple's innovation success. The focus of Apple's innovation is on the motivation of
Apple employees, so Apple has unique and novel HR strategies so that employees are both
free, free to express opinions and be creative. , working very principled, disciplined and
organized.

Apple Inc has been a trend-setting company as a leader in global product innovation. Apple
Inc. not only designs a kind of technological product, but also demonstrates the advanced
development of technology. The products offered by Apple Company have many advantages
including higher quality and service, distinctive logo image and huge profits.

Despite being at the peak of development and having the largest market share in the world,
Apple Inc. also inevitably challenges and inadequacies in the process of operation. To solve
those problems, Apple Inc. reduced combat, ease of integration, and integrated new cultural
traits to keep the business in line with today's changing trends in today's technologically
advanced age and drive the company better in the future.

20
VIII. Reference
● Mission-statement.com. n.d. Apple Mission Statement 2021 | Apple Mission &
Vision Analysis. [online] Available at: <https://mission-statement.com/apple/?
fbclid=IwAR3mTP-
QZg3m84o4RSbaq4E0MZX3w1FUi3gI4HQCANvLN8Pxxjer46w80Ho>
● Panmore Institute. 2019. Apple Inc.’s Generic Strategy & Intensive Growth
Strategies - Panmore Institute. [online] Available at:
<http://panmore.com/apple-inc-generic-strategy-intensive-growth-strategies>
● Jack, N., 2020. Apple Reaches $2 Trillion, Punctuating Big Tech’s Grip
(Published 2020). [online] Nytimes.com. Available at:
<https://www.nytimes.com/2020/08/19/technology/apple-2-trillion.html>
● Badenhausen, K., 2019. The World’s Most Valuable Brands 2019: Apple On
Top At $206 Billion. [online] Forbes. Available at:
<https://www.forbes.com/sites/kurtbadenhausen/2019/05/22/the-worlds-most-
valuable-brands-2019-apple-on-top-at-206-billion/?sh=1f72c58237c2>
● Bloomberg.com. 2021. Apple Takes Top Spot in Phone Market With Record
Shipments. [online] Available at:
<https://www.bloomberg.com/news/articles/2021-01-28/apple-takes-top-spot-
in-phone-market-with-record-shipments>
● http://panmore.com/apple-inc-organizational-culture-features-implications
●
● https://www.apple.com/jobs/pdf/
HBR_How_Apple_Is_Organized_For_Innovation-4.pdf
● https://tieuluanfree.files.wordpress.com/2011/10/thuong-hieu-noi-tieng-
apple1.pdf
● https://sunniemae.wordpress.com/2016/10/25/first-blog-post/
● https://en.wikipedia.org/wiki/IOS
● https://fptshop.com.vn/tin-tuc/danh-gia/moi-dieu-thu-vi-an-sau-logo-tao-
khuyet-cua-apple-90636
● http://www.mayaothundongphuc.net/may-dong-phuc-cong-ty/mau-ao-dong-
phuc-apple-thiet-ke-dep.html
● https://bohatala.com/strategic-human-resource-activities-at-apple-inc
● https://www.payscale.com/research/US/Employer=Apple_Computer
%2C_Inc/Benefits
● https://studycorgi.com/apple-companys-teamwork-benefits/?
fbclid=IwAR29jqyM2NMtxRQzhOUTFuJVy31gsGFyycwHvM8FL5DtvwMj
BeuqHTXYGJ0
● https://www.linkedin.com/pulse/7-teamwork-lessons-from-apple-ben-morton-
chartered-mcipd
● https://carolinealbanesesite.wordpress.com/2016/10/07/teamwork-in-apple-
inc/
● https://carolinealbanesesite.wordpress.com/2016/11/09/leadership-in-apple-
inc/

21
● https://penmypaper.com/knowledge-base/apple-leadership-strategy
● https://www.braineet.com/blog/apple-innovation-culture
● https://tintuc.shopdunk.com/ceo-tim-cook-cua-apple.html
● https://en.wikipedia.org/wiki/Apple_Inc.
● https://jobs.apple.com/en-us/details/200295470/hr-shared-services-supervisor?
team=CORSV
● https://www.indeed.com/cmp/Apple/faq/on-average-how-many-hours-do-you-
work-a-day-at-apple?quid=1augffiopaka0fdh

22