But in the middle of all this success, Jobs’ health became a concern. He took he took medical
leaves in 2004 and 2009, and died in October 2011.
Jobs was known for his highly demanding and influential leadership at Apple. Jobs was also
famous for saying “no.” “We’re always thinking about new markets we could enter. But it’s only by
saying no,” he said, “that you can concentrate on the things that are really important.” Yet, despite his
toughness and discipline, Jobs inspired Apple’s managers, software engineers, and designers to create
elegant, simple, innovative products. Jobs’ charismatic leadership was clearly central to Apple’s
success. The challenge for Apple is how to replace a charismatic leader like Jobs.
One way to gain some insight into this issue is to examine what has happened during Jobs’
extended medical absences from the company. One of Apple’s business partners believes that “creative
tension” waned during Jobs’ absences, replaced by a “play–it–safe ethos.” However, during Jobs’
medical leaves, Apple thrived under the leadership of Tim Cook, who was named CEO after Jobs’
death. His expertise in supply chains ensured the success of such products as the iPod Nano. And like
Jobs, Cook demands much of the people who work for him. Nevertheless, he needs people around him
to make up for his weaknesses in creativity. According to Jez Frampton, group CEO of Interbrand,
“Now the worry is the organization has to rewire itself and learn how to make decisions on its own.”
While many key decisions at Apple were made by Jobs, or by Jobs and his top management
team, Jobs used several approaches to bring in a broader group of managers into Apple’s regular
decision making, a series of meetings where each day is devoted to product development, marketing,
and so on. There is also the annual Top 100 retreat. The 100 are not just the “vice presidents” but
include “key individual contributors” as well. They also work with a high degree of secrecy, even
among Apple employees, such that when the iPod was introduced at a Top 100 meeting, only its
development team knew beforehand. How critical are the Top 100 to running Apple? A former Apple
executive says that, “If he [Jobs] had to recreate the company, these are the 100 people he’d bring
along.” That also suggests that the Top 100 would continue to work together to lead Apple in Jobs’
absence.
Finally, before he passed away, Jobs hired Joel Podolny, formerly Dean of Yale’s School of
Management, to be vice president of human resources and create Apple University. Podolny is
working with a team of business professors to write business cases about the major decisions Apple
has made over the last 15 years, so that a broader group of younger managers can learn how and why
Apple makes decisions. The cases, taught by Apple’s top executives, cover topics such as Apple’s
decision to start Apple stores, or why Apple only has one factory in China that makes iPhones.
According to Fortune magazine, “The goal is to expose the next layer of management to the executive
team’s thought process.” Together, these approaches could prepare Apple without Steve Jobs given his
lasting influence on management during his medical leaves. A former Apple executive says, “You can
ask anyone in the company what Steve wants and you’ll get an answer, even if 90 percent of them have
never met Steve.”
100. Refer to WWYD Apple. Which leadership theory would best tap the creativity of Apple employees
and allow leaders to best emulate the best of Jobs?
normative decision theory
charismatic succession theory
Hersey & Blanchard’s theory
101. What is the purpose of Apple University?