Apple In 2018 Looking Back Case Solution

2. What challenges did Apple face in the 1990’s, pending the return of Steve Jobs? 

Apple Inc. suffered in the 1990s as the Macintosh was a much more expensive option compared to the alternatives available in the market, like Dell, IBM, and Compaq. At the same time, it failed to keep up with the fast-improving technology being introduced by its rivals as a result of its unwillingness to source components from parties other than its regular suppliers, Motorola. To compete in such circumstances, the new CEO, Michael Spindler, attempted to cut costs, break into the international market, and team up for a joint venture with IBM. This, however, backfired as all these steps went against the brand image that Apple had carved for itself. It failed to get new customers and lost touch with its loyal customer base.

3. How well did Steve Jobs’ first successor, John Sculley, address those challenges? 

To salvage Apple’s reputation and compete in an increasingly cut-throat business environment, John Sculley, Apple’s CEO who succeeded Jobs, teamed up with Novell and Intel to improve upon the Mac OS. The Mac could not multitask and reached the processing speeds of the latest PCs in the market.