Apple was sweeter when Steve Jobs held sway : Company illustrates contrasting attitudes to organizational change

Purpose – This paper observes that Apple illustrates the right and wrong ways to bring about organizational change, and emphasizes the key role of personalities in the process. Design/methodology/approach – Compares and contrasts the performance of Apple under the leadership of Steve Jobs and John Sculley. Findings – Advances the view that Steve Jobs was more successful because he focused on innovation, while John Sculley paid more attention to current products and profitability. Practical implications – Describes how the Steve Jobs era saw the introduction of such iconic Apple products as the iPod, iPhone and iPad, which helped the company to gain pre-eminence in its field. Social implications – Argues that, in today’s globalized business environment, organizational change is a must. Demonstrates how to achieve this successfully. Originality/value – Describes two sides of the Apple story and draws the lessons for other businesses involved in organizational change.