Chapter summary

This case presents the key events in Apple’s history: from its near bankruptcy during the 1990s, to its remarkable turnaround under Steve Jobs since 1997 and its current leading market position under Tim Cook. The chapter focuses on the strategic actions that Jobs took to accomplish Apple’s turnaround and details are provided about Apple’s corporate culture, its demanding climate, perfectionism and creativity; as well as its organization design which for several years was centred on Jobs.

Keywords: Apple; strategic innovation; strategic leadership; Steve Jobs; Tim Cook