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    How Apple Works

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    Ivan Ozores
    Apple is known for its secrecy and success, yet little is known about its internal operations. The article provides a rare glimpse inside Apple's culture. It describes an incident where Steve Jobs publicly berated the MobileMe team for a product failure. He told them they had ruined Apple's reputation and should feel shame. Jobs' handling of the incident demonstrated that Apple operates with strict accountability, swift decisions from the top, and an unforgiving culture. It also showed that Apple will not tolerate failure of its products to meet expectations.

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    How Apple Works

    Uploaded by

    Ivan Ozores
    138 views2 pages
    Apple is known for its secrecy and success, yet little is known about its internal operations. The article provides a rare glimpse inside Apple's culture. It describes an incident where Steve Jobs publicly berated the MobileMe team for a product failure. He told them they had ruined Apple's reputation and should feel shame. Jobs' handling of the incident demonstrated that Apple operates with strict accountability, swift decisions from the top, and an unforgiving culture. It also showed that Apple will not tolerate failure of its products to meet expectations.

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    Apple is known for its secrecy and success, yet little is known about its internal operations. The article provides a rare glimpse inside Apple's culture. It describes an incident where Steve Jobs publicly berated the MobileMe team for a product failure. He told them they had ruined Apple's reputation and should feel shame. Jobs' handling of the incident demonstrated that Apple operates with strict accountability, swift decisions from the top, and an unforgiving culture. It also showed that Apple will not tolerate failure of its products to meet expectations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    138 views2 pages

    How Apple Works

    Uploaded by

    Ivan Ozores
    Apple is known for its secrecy and success, yet little is known about its internal operations. The article provides a rare glimpse inside Apple's culture. It describes an incident where Steve Jobs publicly berated the MobileMe team for a product failure. He told them they had ruined Apple's reputation and should feel shame. Jobs' handling of the incident demonstrated that Apple operates with strict accountability, swift decisions from the top, and an unforgiving culture. It also showed that Apple will not tolerate failure of its products to meet expectations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    How Apple works: Inside the world's

    biggest startup

     Print
     Comment

    By Adam Lashinsky, Sr. Editor at Large May 9, 2011: 5:00 AM ET

    From Steve Jobs down to the janitor: How America's most successful -- and most
    secretive -- big company really operates.

    Apple doesn't often fail, and when it


    does, it isn't a pretty sight at 1 Infinite Loop. In the summer of 2008, when Apple launched the
    first version of its iPhone that worked on third-generation mobile networks, it also debuted
    MobileMe, an e-mail system that was supposed to provide the seamless synchronization
    features that corporate users love about their BlackBerry smartphones. MobileMe was a dud.
    Users complained about lost e-mails, and syncing was spotty at best. Though reviewers gushed
    over the new iPhone, they panned the MobileMe service.

    Steve Jobs doesn't tolerate duds. Shortly after the launch event, he summoned the MobileMe
    team, gathering them in the Town Hall auditorium in Building 4 of Apple's campus, the venue
    the company uses for intimate product unveilings for journalists. According to a participant in the
    meeting, Jobs walked in, clad in his trademark black mock turtleneck and blue jeans, clasped
    his hands together, and asked a simple question:

    "Can anyone tell me what MobileMe is supposed to do?" Having received a satisfactory answer,
    he continued, "So why the fuck doesn't it do that?"

    Related story: Meet Apple's all-star team


    For the next half-hour Jobs berated the group. "You've tarnished Apple's reputation," he told
    them. "You should hate each other for having let each other down." The public humiliation
    particularly infuriated Jobs. Walt Mossberg, the influential Wall Street Journal gadget columnist,
    had panned MobileMe. "Mossberg, our friend, is no longer writing good things about us," Jobs
    said. On the spot, Jobs named a new executive to run the group.

    Jobs' handling of the MobileMe debacle offers a rare glimpse of how Apple (AAPL) really
    operates. To Apple's legion of admirers, the company is like a tech version of Wonka's factory,
    an enigmatic but enchanted place that produces wonderful items they can't get enough of. That
    characterization is true, but Apple also is a brutal and unforgiving place, where accountability is
    strictly enforced, decisions are swift, and communication is articulated clearly from the top.
    (After Jobs' tirade, much of the MobileMe team disbanded, and those left behind eventually
    turned MobileMe into the service Jobs demanded.)

    Apple's ruthless corporate culture is just one piece of a mystery that virtually every business
    executive in the world would love to understand: How does Apple do it?

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