Controlling work in Apple Inc.

Steve Jobs deserves enormous credit for Apples success after he returned. He was certainly not
considered a genius during Apples early years when the company had a very confusing brand
platform that used numbers and letters to distinguish models. The Apple that Steve jobs ran
always paid close attention to detail. He was known as a micromanager that obsessed over details
in everything he did.
1.Positioning: Steve Jobs learned how to create effective branding platforms. Gone are the
numbers and letters that caused confusion from the Apple 2 and 3 days. Instead there are the
inplatform products that are neatly designed in a attractive package to hook up with the Internet.
They all begin with I and end with a single syllable word-ipod,iphone,ipad,i-mac,i-book,icloud. For higher end computers,Apple uses platform names such as the
Macpro,Macbook,Macbook Air,Macbook Pro. For OSX operating systems,Apple has been using
the names of ferocious cats. All products use what I call a combine strategy. They incorporate the
Apple corporate brand and prominently display the Apple logo facing inward toward the user and
outword to market them to the outside world. Each product has its own identity with little or no
overlap between the models thereby minimizing any cannibalization. Since products are unique
to Apple,they give the company a huge positioning advantage.
In this stage, Apple follow the controlling process. Measuring actual performance, Comparing
actual performance agaist the standard & Taking managerial action every objective sources
follow for controlling the work activities.
2. Products: Products are use the higest quality markets and industrial design with
finishing details only found in finely crafted products even though they are massproduced. The hardware and software of all Apple products are seamlessly
integrated to insure that Apple products are easy to use with minimal after sale
support.
In this stage Apple are follow the organizational effectiveness & productivity.
Organizational effectiveness: Apple has a appropriate organizational goals. They
want their their every products are more valuable than other company products &
also they want their products are distribute all over the world. So they are always
thinking different designing their products than others.
Productivity: Apple goods or services produced divided by the inputs needed to
generate that output.

3. Distribution: Going back to the days when it was difficult to find resellers
to carry Apple products. Apple created its own distribution channels with
Apple stores. Additionally, because of the popularity of Apple products many
other resellers such as the mobile phone service providers and big box
retailers such as best buy,target and wall-mart were eager to carry them.
And makers of automobiles and oyher products have made them compatible
with ipods and iphones.
Apples are follow the workplace privacy
Workplace privacy: Founder of Apple Steve Jobs always communicate their
higher level to lower level employees. In any difficult work steve jobs suggest
many ideas to his employees. Not only steve jobs but also his company
managers always help in any difficult work their lower level employees.
Steve jobs & his company managers are always cheaking every time his
employees work, so that Apple reach their organization goal as early as
possible.

4. Marketing information system: Apple has a lot of data on its customers

from itunes,ibook and bricks and mortar Apple stores. Similar to rival
Amazon, Apple use this data to inform its customers about new products and
to further its relationship with them.
controlling the Apple working activities they are follow MIS.

MIS( management information system): Apple uses this online data base system provide
managers with needed information on a regular basis. Apple manager has a lot of data on its
customers from itunes, ibook and bricks and mortar in the Apple store.

5. pricing: products are period to make money. Apple products have better margins than
competitors. This enables Apple to consistently create and maintain higher levels of quqlity
control over the price is possible because of the uniqueness that is built into every product.
Moreover once users experience Apple products, they rarely complain about the price
This stage Apple follow the Financial controls

Financial Controls: Apple is a profit making company. To achieve this goal managers need
financial controls. For instance Apple to consistently create and maintain higher levels of quality
control over the price is possible because of the uniqueness that is built into every product.

6.Employee theft:The worlds most valuable company isnt worried that employees might be
stealing Apple gear from their retail stores and a security bag check that is the subject of a
employee lawsuit is used inconsistently at best. Whats more the company hasnt audited the bag
check program to determine if its effective at reducing employee theft and considers loss
prevention to be a low priority endeavor. That picture was painted by an employee designated by
Apple to provide expert testimony in depositions taken earlier this year. The testimony also
provided previously-secret insights into the operation of the stores, including the percentage of
part-time U.S. employees and the chains employee turn-over rate.
This stage Apple inc. follow the employee theft control & official personal information can not
sell outside the office by their employees.

Apple working strategies & advantages:

Apple has become very proficient at coordinating and integrated these marketing strategies for
optimum effectiveness. Unlike the strategies for optimum effectiveness. Unlike the old days
when rivals positioned Apple advantages as negatives, Apple has learned to communicate its
unique advantages as benefits to customers. These advantages are include
-Platform control for a better user experience.
-Better design for ease of use and superior aesthetics.
-Vertical integration of production processes to insure quality and meet demand.
-Fastidious attention to detail to exceed customer expectations.
-Ability to mass-produce a superior quality product.

Apple Success:
There are many factors and ofcourse, I believe the most important is they have been doing better
marketing than their rivals. I know, better marketing is too general. The last ten years tell a

completely different story. Starting with the ipod, Apple has introduced a string of very
successful products. Over the past five years, Apples market capitalization has increased $ 422
billion compared with an increased of google of $ 13 billion
As Thomas Hazleh points out in this wall street Journal post, the iphone is the single most
popular smart phone commanding 73% of the mobile phone industry profits. He also points has
given Apple the worlds largest market capitalization. A recent article in forbes even predicts that
Apple may be the worlds first trillion dolar company.
With the introduction of the successful ipod music player in 2001, Apple established itself as a
leader in the consumer electronics industry, droppingcomputer from its name. The latest era of
phenomenal success for the company has been in the iOS(Apple) range of products that began
with the iphone, ipod touch and now ipad. Today, Apple is the larget technology firm in the
world, with annul revenues of mare than $60 billion.

Controlling Analysis of Apple Inc.

Apple is a profit making company. They are always follow some specific controlling process for
increasing profit in every year. Apple has a appropriate organizational goal. For achieving yhis
goal company leader always guide work activities and in co-ordinating the work of employees.
For guiding work activities they are follow the control process,productivity,organizational
effectiveness,financial control,management information system,workplace privacy,employee
theft & use this controlling steps Apple will meet the organizational goal easily.

1.Apple is the worlds most valuable company: Apples value as determind by its stock price
was $728.35 billion. Thats nearly twice the market value of the worlds second most valuable
company.
2.Apple makes more money than any company ever: Apple recently repote revenue of $74.6
billion and a mind blowing $18 billion in profits for a single quarter, which is the largest
quarterly earnings of any company ever.
This is astonishing especially by comparison. The big money maker is the iPhone. In an industry
with dozens of major players and hundreds of minor ones, where most companies lost money,
some break even and actual profits are extremely rare,Apple by itself earned 93% of all
smartphone habdset profits in the fourth quarter.
3.Apple is the worlds most valuable brand: Several organization rank global brands on
various metrics, and all the major ones rank Apple as the worlds most valuable brand.
4.Apple cash flow problem is that it doesnt spand enough: Apple reported a cash hoard of
$178 billion. Thats literally enough cash to buy every car company in America and still have
billions left over.
most of that money is offshore. Apple cant invest it or return it to investor without also breaking
records in the paying of taxes, which Apple doesnt want to do.
5.Apple has mostly solved the app discovery problem: Apples iOS and Googles android
dominate the smartphone market partly because they have attracted the worlds mobile app
developers. iOS has roughly 1.21 million apps in the App store.
6.Apple has crushed all rivals: Apple is famous for its rivalries. Under Steve jobs, Apple spent
nearly $1 million in 1984 on the super bowl commercial vilifying IBM as Big Brother. Apples

early years were consumed with direct competition with Microsoft, which in the 1990s Microsoft
won.
Later, Jobs would declare thermonuclear war against Google for acquiring and promoting
Android.
All this conflicts have been resolved with Apple winning.
Sometimes Apple has facing some problems. Such as High control problem, service
problem,individual customer primacy problem, content pricing power problem, employee theft
problem.
Employee theft: A few days ago Police Department has arrested seven employees of an
Apple and Best Buy store and charged them with stealing over $500,000 in
merchandise by manipulating Apples product exchange procedures, allowing stolen
and locked iPhones to be exchanged for refurbished ones.

Apple dont use disciplinary actions. If they use the disciplinary action employee cant doing that
work. So Apple should use disciplinary actions for controlling that works.

Content pricing power: Jobs told Mossberg that digital content can be sold when its priced for
volume. The success of iTunes .99 per song pricing demonstrates this but doing so also
destroyed the music industrys business model. Without album pricing, musician royalties and
major labels CD revenue have dried up.
On the other hand, Apple has artfully created a win-win for book publishers by enabling them to
raise prices. This may appear contradictory but Id bet there are far more content producers
and distributors anxious about Apples views on volume pricing than not.
In this stage Apple should take balanced scorecard so that suddenly products price cant
increasing & try to keep the limit or original price.