Apple's Mystique: The Dark Side

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Case Details:

Case Code : BECG112
Case Length : 22 Pages
Period : 2008-2009
Pub Date : 2010
Teaching Note : Available
Organization : Apple Inc.
Industry : Consumer Electronics
Countries : US; Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Cost of the Secrets Behind Apple's Success Contd...

Apple's lawyers sent a warning letter to a website that offered money for photos and videos of the device before the product was due to be unveiled. After scores of predictions over the name of its most anticipated offering, Apple finally introduced the product as 'iPad'⁴ on January 27, 2010.

Earlier in 2009, while Apple continued to earn kudos for its innovative products and strong business performance, it also drew criticism for maintaining a culture of secrecy at the company. Apple topped Fortune Magazine's⁵ "Most Admired Companies" list for the second consecutive year.⁶ The company was given a top rank in innovation as well as people management.

Business Ethics Case Studies | Case Study in Management, Operations, Strategies, Business Ethics, Case Studies

On Apple's achievement, Forbes⁷ journalist Alyssa Abkowitz wrote, "It's been a rocky year for Apple: CEO Steve Jobs' health made headlines, and critics said Cupertino wasn't being open enough about it. But customers remained loyal to the brand that made white ear buds cool. As much of the computer industry struggled, Apple shipped 22.7 million iPods during its first quarter (up 3 percent from last year), 2.5 million Macs (up 9 percent), and 4.4 million iPhones. No wonder Apple tops our Most Admired list for the second year in a row."⁸...

Excerpts >>

4] The iPad was Apple's touchscreen tablet personal computer. Before the introduction of the iPad, there were several speculations over its name such as 'iSlate', 'iBook', 'Apple Tablet', 'Canvas', 'Palette' etc.
5] Fortune Magazine is a bi-weekly global business magazine published by Time Inc.
6] The survey annually measures the views of investors, securities analysts, and executives on a numbers-ranked basis in nine specific categories: innovation, people management, use of corporate assets, social responsibility, global competitiveness, management quality, financial soundness, long-term investment, and quality of products and services. The survey covered 64 industries and a total of 689 companies from 28 countries were surveyed.
7] Forbes is an American publishing and media company. Its flagship publication includes the Forbes magazine which is published bi-weekly.
8] "Fortune's World's 50 Most Admired Companies 2009: Apple Inc. #1," http://macdailynews.com, March 2, 2009.

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