Apple Jobs
Apple's Post-Jobs Shift From Innovation to Ethicality
The death of Steve Jobs would mark a sharp transition in the history of the Apple Company. Driven by innovation under the visionary CEO's watch, Apple would nonetheless be the subject of criticism for its negative ethical performance in areas such as labor rights and environmental compliance. Jobs untimely death would bring new CEO Tim Cook into the office under intense pressure both to maintain the company's high product development standards and to alter its decidedly lesser ethical standards. This discussion considers the ethical flaws which persisted under Jobs and some of the steps taken by Cook to alter Apple's troubled ethical reputation.
Section I. General description of the enterprise and its environment
Apple has enjoyed a reputation as a progressive and ethical company largely on the strength of its image is a cutting edge technology company whose products are used and enjoyed by progressively minded consumers. Indeed, Apple has established itself as a technology firm with a clear grasp on the wants, needs and expectations of its buying public. However, evidence suggests that its image as a pointedly ethical corporation may not be deserved and that the vaunted talents of its recently deceased CEO Steve Jobs may also have overshadowed his pointedly unethical tendencies as a business partner, leader and employer.
As the research hereafter will suggest, Apple has begun work on restoring its image as a high performer in the area of corporate ethics even as it attempts to stifle concern over its lack of direction and innovation without the late visionary CEO. Indeed, while Jobs will be shown to have maintained a habitually unethical sense of how to achieve success in the business world, evidence also suggests that his methods helped to make Apple the unparalleled success that it has become. This would be true both in terms of its product offerings and its public image.
Today, there may be a correlation between the increased scrutiny facing its product output and that concerning its ethical performance. In the research conducted here on the Managerial Functions in place at Apple, we will attempt to identify the defining ethical characteristics of Apple both during and after Steve Jobs' tenure as the company's CEO. In particular, the discussion will focus on the degree to which Jobs would trade ethical turpitude for innovation and profitability. This will be contrasted from the orientation sought by his predecessor, Tim Cook. In Apple's current CEO, the company has a strong leader with an excellent reputation of innovation in supply chain management but with less of a visionary leadership style than Jobs. That said, the discussion will show that Cook has channeled his role as steward not just into shifting the focus of the company's business strategy but also to driving it toward much needed improvements as an ethically performing corporate citizen.
Section II. Description of managerial functions
Planning
While Apple's greatest strengths were couched in the reputation of their leader, so too were their greatest weaknesses. Jobs governed the company with an unwavering philosophy of planning for the next stage of technology development. Most of the company's projected opportunities would center on achieving greater market-share and profitability by offering intuitive products with rapidly advancing capabilities. Just as Jobs would draw his plans around these capabilities, his company would exclude from consideration the way that its ethical performance might impact its reputation. Therefore, historically absent from its business plan would be matters of importance such as planning for the protection of labor rights, adherence to evolving environmental standards and the creation of opportunities for stockholders. However, in all of these regards, circumstances appear to be shifting under Cook.
The new CEO has unveiled plans to reverse many of the worst performance indicators in the evaluation of the company's ethical track record. According to Arthur (2013), "the overarching theme for Cook v Jobs is that Cook is trying to show a softer side of Apple," says Horace Dediu, who runs the Asymco consultancy. "He seems to be willing to put a gentle and less recalcitrant face on the company. All these things, even dividends, are signals that Apple is kinder, gentler. However, it's early days. Every new manager wants to place his mark on the company and distance himself from the predecessor." (Arthur, p. 1)
It is thus that the company has begun to develop a set of strategic plans which would position Apple to enjoy an improved reputation as an exemplary corporate citizen.
Organizing
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