Apple demonstrates how a well-built corporate culture can become the basis for success. But what makes this culture so attractive and effective? Is it just Steve Jobs’s charismatic leadership, or are there deeper principles that guide Apple’s operations? In this article, we will examine the key aspects of Apple’s company culture that help it stay at the forefront of technological innovation and shape the future.
1. Innovation above all else
One of the main secrets of Apple’s success and the foundation of its corporate culture is its commitment to innovation. It is innovative products that have made the company famous all over the world. iPhones have influenced an entire generation, and almost everyone has products such as iPods, iPads, and Apple Watches. Apple is boldly taking steps and implementing changes, winning the hearts of millions of users.
That’s why the company requires its employees to have the ability to think outside the box and go beyond to pursue excellence. These qualities help create products that shape entire generations of the 21st century. If you want know more about one of Apple’s founders, check out our summary of Steve Jobs.
2. All employees are experts
One of the main ideas in the company is that it is easier to teach an expert to manage than to turn a manager into an expert. In other words, the company has no “just workers” or “just managers” because they are all professionals in their field. Apple brings together more than 600 experts who constantly improve their skills and share their experiences.
In an interview, Apple founder Steve Jobs told a story about how they decided to hire professional managers when the company started to expand. The problem was that these people knew nothing more than management and did not understand the technology they worked on. Since then, the company has not repeated this mistake.
3. Special attention to detail
There are no “unimportant details” when developing a new product for Apple, even if it concerns such seemingly insignificant things as the screen’s shade or the phone’s angle. One of the main rules for the company’s leaders is that they must know how the product is organized at least three levels down. This helps to create innovative products quickly and efficiently.
Attention to detail is especially evident when product managers present products to senior management. They break the product down to its atoms to understand how it works. This allows them to carefully analyze every aspect of the product and make sure no detail is overlooked. Many tech companies claim to be detail-oriented, but very few can match Apple’s attention to detail.
4. Debate is an integral part of teamwork
The Apple team consists of hundreds of experts who do their best to make the product as perfect as it can be. Interestingly, they often do this through debate, trying to find the best arguments for the effectiveness of an idea. This is called collaborative deliberation, and it helps to achieve “ideal” product standards.
However, another important trait that every Apple employee should have is the ability to change their mind. The purpose of the debate is not to show that you are right but to choose the best idea. It is also a way for employees to improve their skills through their expert colleagues’ ideas.
Another advantage of such debates is that they stimulate the development of critical thinking and the ability to justify one's proposals. During discussions, employees learn to evaluate ideas from different perspectives, thereby improving the quality of their decisions.
5. Adjusting to the needs of employees
At Apple, all employees are divided into two types: rockstars and superstars. Rockstars are employees who are passionate about their work and are ready to make every effort to implement their ideas in their chosen fields. For them, the greatest pleasure is to be rewarded for what they love to do. However, if you take away their job and let them do something else, they can quickly lose their enthusiasm.
Instead, superstars are employees who can’t stay in one place; they constantly need new tasks and challenges. They are continually looking for growth opportunities, so it is beneficial for such people to always try something new. Both types of employees are valuable, so the company tries to adapt to each of their needs, and you can read more about this in our Radical Candor summary.
6. Remembering the company’s primary purpose
Apple, created by Steve Jobs, sought to change the world through innovation and art, but after his departure, the company faced difficulties in preserving this culture. Management needs to integrate values into all aspects of the organization to avoid losing its identity. Only by remembering your primary purpose can you succeed. You can learn more about this in our Start with Why book summary.
7. Masterful use of language
Can you remember the names of all the products you associate with Apple? Most likely, you’re thinking of iPad, iPhone, and iPod. What do they all have in common? That’s right, the letter “i” at the beginning. It may seem insignificant, but this is how the company penetrated users' minds and became deeply rooted there.
One of the easiest ways to gain popularity is to make the company’s image memorable. To do this, a company must choose catchy names for its products. This unique name should also link the product series together in the minds of the people who buy them. This way, each new product can succeed because of the popularity of the previous one.
Apple’s corporate culture is a shining example of how innovation and creativity can flourish in an environment that fosters openness and collaboration. Thanks to its core principles, the company not only creates unique products but also inspires millions of people worldwide, setting trends in the technology industry.
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