Abstract

This case examines the ouster of Steve Jobs from US-based Apple Computers (Apple) in September 1985 and the incidents that followed in Apple before his return in 1997. It provides insights on how Jobs resurrected Apple when he rejoined Apple by bringing in several changes including cost control, rationalizing existing product lines, revamping of distribution system and introducing new products. Some of the products introduced by Apple like iPod was revolutionary and played a major role in turning around the fortunes of the company and placing it back on the growth track. Apple ceased to be a mere PC or software manufacturer and spread its horizon to become a diversified media company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand and appreciate the role of a leader in reviving the fortunes of a company
• Evaluate the strategies adopted by Jobs to turn Apple around
• Determine the reasons behind the downfall of well established companies like Apple and the problems that companies tend to overlook.

Keywords

Apple Computers, Business Transformation, Business Model, iPod, iTunes, Steve Jobs, Management Style, Corporate Turnaround, Inventory Management, Corporate Alliances, Real Networks