Based on the NYT article, the other indicated readings, and your own research around how Apple has developed as a company since the return of Steve Jobs in 1997, discuss the key impacts that globalisation has had on the company’s operations.
Since the return of Steve Jobs to Apple in 1997, what became apparently different was the company’s approach to the global market. This is because until the coming of Steve Jobs, Apple’s international market was mainly able how to take existing products to new markets outside of the U.S (Markoff, 2011). This approach to the global market however had its own limitations. For example it was the company that dictated for the international market, what it needed to buy from Apple. Again, the international market did not have much choice in becoming the first users to new types of products. That is, Apple used the international market of offload most of its older products so that it could make way for new products to be introduced into the American market (Robertson, 2011). With the coming of Steve Jobs however, this approach changed as the international market was actually put at the centre of the company’s inventions and innovations. That is, instead of giving the international market what the company wanted to offer, there was enough research to know and understand the needs of the international market together with what the American market wanted. This way, the inventions that were made such as the iPod were made to meet the international demands. It is not surprising that with Steve Jobs at Apple, the company could now boast of a global market, where it is reported that nearly twice as many people outside the U.S were employed when the iPod was invested as those employed in the U.S (Freeland, 2011). In essence, the company positioned itself to take advantage of globalization.