Steve Jobs, known for being an icon of leadership and innovation, chose Tim Cook as his successor in 2011. At this time Cook faced a “flat economy, supplier troubles, increasing competition, investor panic, and possibly unrealistic expectations in the wave of Steve Job’s demise” (Case C127) In spite of this, Cook revealed himself to be an incredible asset to the company and steered the brand in a new direction.
Apple produces a number of different products such as the iPhone, iPad, iPod, Mac computers as well as all of the associated softwares and accessories. The first Apple product was the “Apple 1” computer in 1976 sold at around $600. The iPod was developed in 2001 with the slogan “1,000 songs in your pocket” that reinvented portable listening devices and launched
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However, where Cook’s administration exhibits the most advancement is in their software and services. Apple Music and Apple Pay have been more successful than the iPad and Macs combined. Apple Music is a music and video streaming service that unlocks a universal library for users to discover or curate their own entertainment. Apple Pay offers users the capability to pay for products and services on their phone with the touch of button, almost eliminating the need to carry a physical wallet. Cook explains that in each market Apple has entered, they were not the first to market. They were not the first producer of an MP3, smartphone, tablets, wearable technology, or even mobile pay systems. “Apple’s strategy had always been to carefully analyze each market and then design products that were more attractive to users than any competitors products could be. Under Cook, Apple had transitioned itself from being a hyper growth company, to being a premium branded consumer company” (Case