Leadership Styles in Apple Inc.: A Critical Evaluation

This report evaluates the leadership styles of Steve Jobs, John Sculley, and Steve Wozniak in Apple Inc. and their relevance to the organization. It also proposes a leadership development intervention.

Leadership

Executive Summary
Leadership of an organisation is stated to play a phenomenal role in the success and growth of an
enterprise, because the leaders set the overall objectives of an organisation and influence the
members to achieve the same. The following work was an attempt to define the relationship
between the advancement of the goals of the entity Apple and contribution of various leaders in
the same. While the success of Apple is largely attributed to Steve Jobs, the work would shed
light on how his leadership style differed from other leaders of the organisation who rendered
value addition to success of Apple in their own ways. Nevertheless, it would be right to state that
the vision of Jobs to build the unconventional products is what has made entity apart from its
competitors till now. The latter part of the work suggested some of the means through which the
overall functions and communications could have been improved at Apple.

Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Part 1: critical evaluation of the styles of leadership and management within the organisation.....5
Part 2: Evaluation of whether the leadership styles exhibited were relevant within the
organisation......................................................................................................................................8
Part 3: A proposal of an appropriate leadership development intervention..................................10
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

Introduction
With the increased globalization, the organisational activities have become even more complex
and thereby making the need of the effective implementation of the various principles of the
strategic management crucial. One of the primary concepts of the strategic management that is of
paramount importance for the efficient functioning of an organisation and long term success and
growth is the leadership. Leadership is referred to as the interpersonal process that comprises of
influencing the followers to drive them to achieve the objectives of the entity willingly and
enthusiastically (Daft, 2014).The leaders of an entity are entrusted with the prime responsibility
of providing the blue print of strategies to be adopted and the activities to be conducted, in order
to achieve the aim and the overall mission of the enterprise.
The following report is aimed at analysing the various aspects of leadership from the real life
case study of movie “Steve Jobs, 2015.” The report will comprise of critical evaluation of
leadership and management styles of the main character Steve Jobs and two sub characters
namely the Steve Wozniak and John Sculley within the organisation Apple Inc. Further the
report will shed light on the relevancy of the leadership styles of the various characters in the
context of the organisational context. The final section of the work will conclude on the
suggestions that can be implemented to drive change and improve the leadership styles of the
characters.

Part 1: critical evaluation of the styles of leadership and management within the
organisation
The nature of leadership is ever evolving in the organisational context (Northouse, 2013). The
two terms “leadership” and “management” are often used interchangeably in the business setting.
However, it must be noted that there is a difference between the two concepts. Leadership in
organisation is defined to be dealing majorly with two concepts listed as follows. Firstly, it deals
with the communication of the mission of the entity to the members of the organisation, and
thereby making use of the influence to guide and motivate people to achieve them. Secondly, it is
followed by the provision of the skills and the management to enable the members to deal with
the changes in the organisational objectives and business environment. Contrast to that, the
management is the typical reflection of the various functions in an organisation (Hunt et. al,
2013). The management function in an organisation is referred to as the combination of planning,
organising, controlling, budgeting, staffing, resolution of conflicts and the carrying of other
fundamental tasks as necessary to carry on the business.
The analysis of the leadership and management style of the characters in the movie, as in the real
life organisation Apple Inc. is stated as follows. The main character of the movie that is Steve
Jobs can be stated to be having a transactional leadership style. The transactional leadership is
based on the role of supervision, organization, and group performance. Some of the
characteristics of a transactional leadership is that these leaders are consistently looking for the
opportunities and taking risks (Deichmann and Stam, 2015). It is significant to note that the
transactional leaders focus on specific tasks and use rewards and punishments to motivate
followers. In addition, the primary tasks of the followers of such a leader is to Obeying the

instructions and commands of the leader, as the leaders area staunch believer of the vision and
often engage in the demonstration of his ideas and beliefs to the members of the entity (Storey,
2016). The movie is descriptive of the fact that Steve Jobs has three firm qualities namely the
creativity, passion for his goal, and vision to achieve the same. One of the examples from the
movie that highlights how clear and firm Steve Jobs was in his vision was during the perfection
in the small things during the product launch of Apple Macintosh computer. The vision is further
carried by the founding of the computer company NeXT in 1986, post getting fired from his own
established company. Further, after being reinstated in the company Apple Computer again, Jobs
helped reviving the company from the fiscal distress and lower market share. The vision of Jobs
for the company to be a market leader and providing exceptional products led the company to be
the pioneer in the iMac, which debuted in 1998, followed by the opening of the worldwide Apple
Stores, and the debut of iPod, in year 2001. The company had launched its first iPhone in 2007
and iPad in the year 2010. Further to state, the innovative vision of Steve Jobs led to the
revolution of a number of incidental industries namely the tablet computing, animated film,
music, retail stores, digital publishing; apart from the telephones and personal computers. As a
leader, Steve Jobs had a vision and he made sure that the followers follow the same. The fact that
as a leader Steve Jobs demanded high performance from the employees and was specific in his
goals as stated to Joanna Hoffman and Andy Hertzfeld are few instances of his transactional
leadership. Thus, to conclude on the leadership style of Steve Jobs it can be stated that his clarity
in the visions and unconventional ways is what had set them apart from the other leaders and
enabled the organisation Apple to reach heights.
The leadership style of John Sculley can be stated to be “moral leadership” because of the
following reasons. The chief traits of moral leadership can be stated as follows. Firstly, the moral

leadership is primarily characterised by an aim to serve rather than aspiring to being followed
(Tannenbaum and Schmidt, 2009). The moral leaders are deeply driven by deep sense of ethics
and they tend to develop the capacities of others (Rosenbach, 2018). In addition, the moral
leaders are stated to be having critical thinking capacity and are considerate of the interests of the
various stakeholders (Tu and Lu, 2016). The instance in the movie in which John Sculley and
Steve have a conversation where the former point out the general dislike towards the latter in the
company to which the latter is unbothered. The instance points out the ethical values and morals
of the leader. Further in another instance, John Sculley points out from the perspective of the
consumer that the product needs to be shown for being used by the consumer in the
advertisement as opposed to the original 1984 advertisement. Further with the aim of serving the
organisation, he suggests his experience from the learnings of the job at Pepsi as to what appeals
the consumer.As evident from the instance of Jobs being fired from the Board of Apple, it would
be right to state that though it was a difficult to digest but as an organisation as a whole, it was
necessitated in the interests of the stakeholders as well.The leadership of Sculley which included
certain rehabilitation plans led the organisation to earn substantial profits. Thus, as depicted in
the case study as a whole, being the CEO of the Apple John is more concerned in serving the
shareholders and meeting the wants of the Board as a whole and does develop Clashes with Jobs.
Hence, it would be right to state that Sculley’s leadership was based on the moral leadership
style.
The leadership style of Steve Wozniak can be stated to be charismatic leadership style. Some of
the leadership traits of charismatic leaders are stated to be as follows. The prime leadership
quality is that these leaders motivate followers and inspire them to achieve the organisational
objectives and to make them feel part of the enterprise (Wheelen et. al, 2017). One of the

instances fromthe case study is when Wozniak asks Job to acknowledge the Apple II team in
their presentation inspite of the team being laid off, considering the fact that Apple II accounts
for the bulk of Apples profits. This shows that Wozniak was considerate of efforts of the
followers and members in the organisation which was needed to inspire them. The fact that
Wozniak was inventor and co-creator of the Apple computer, yet he did not allow the success,
fame and money to get on his head and was focussed more on the quality of products rather than
the position of himself in the organisation. His socially awkward nature as a person is also a
proof of his down to earth and humble attitude as chief trait of charismatic leaders. Further, as
charismatic leaders are skilled in themselves they encourage the employees towards the
creativity and establish the same culture in the entity as a whole (Oreg and Berson, 2015). The
fact that Wozniak’s focus was laid on developing the Apple's successful brand as opposed to a
single product vision of Jobs distinguishes him from the latter.
Thus, it would be right to state that the three above mentioned characters possessed three
different leadership styles and led the company Apple in their own ways, thereby contributing
towards its success.

Part 2: Evaluation of whether the leadership styles exhibited were relevant within the
organisation
The character of Steve Jobs shows the leadership style of transactional leadership style and in
movie the role of him depicts as an unconventional leader. The management style was not
recognized for his counseling building approach. The work approach of Steve Jobs is towards
high-maintenance co-worker and known for his sharp delivery of criticism. The leadership style
of Steve Jobs was different from others as he always seeks for new innovative technology and
change in the technology in the world (Schedlitzki and Edwards, 2014).
In the context of bonding between Steve Jobs and Steve Wozniak in the file, it has been found
that the relationship began well before the introduction of Apple in 1976. Steve Wozniak was in
the partnership with Steve Job in manufacturing Apple. Along with that he was the inventor of
the Apple II computer which facilitated Apple to get greatness all around the world. He
supported Steve Jobs a lot in bringing change in the early computing industry, the role of
Wozniak was outstanding as he played a role as a philanthropist as well and gave away a large
part of his luck to others (Northouse, 2013). By taking consideration of one incident of movie,
when Wozniak comes to visit and elaborates that Macworld Magazine has written up the article
regarding Steve Jobs in which it had been mentioned that NeXT would be so innovative by Steve
Jobs and he may become CEO of Apple. After that they go downstairs to the orchestra pit and
Steve told that once he asked a conductor that why his role is existing in the orchestra. The
conductor replied that musicians have ability to play individual instrument but orchestra can be
played by conductor only. From that answer, Steve told that he was the conductor and all rest
was the musicians. Woz got disappointed and endeavored to demotivate him by saying that

NeXT computer is going to flop and it would be the biggest second failure in four years. Steve
has taken it not seriously and tell him that tell me something different from which I am not aware
(Steve Jobs, 2015).
With respect to the relationship with John Sculley, it has been found that the bonding between
John Sculley and Steve Jobs was not good as they were not at same platform to complete the
task. John Sculley was president in Pepsi-Cola Company and then became a CEO of Apple
company. He was not satisfied with the working style of Steve jobs and fired Steve in 1985
(Steve Jobs, 2015). Steve Jobs was major visionary of Apple, a role that forces him to handle all
team in the development of next revolutionary product, the Macintosh computer. The attitude of
working of Steve was different from others which become the major reason of the conflict
between Sculley and Jobs. Jobs has developed his own team to develop own product, the
Macintosh. Jobs even put the pirate flag over there and said that it is necessary to become a
pirate for completing the project. Jobs Sculley got so many complaints against Steve Jobs that
strained him from workers.
The leadership style of the main character and sub characters in handling the company. The
leadership style of Steve Jobs was effective but the nature of this personality was too different
from others and he worked on what he wanted without considering people or even his family. It
depicts that the followership was definitely affected due to his toxic leadership in the company
(Northouse, 2015). He had nature of uncompromising and was to straightforward that made the
heated environment of working. On the other hand, by following the moral leadership style by
John Sculley, He always wanted to make team with cooperation and keep focus on learning to
everyone, no matter at what age people are staying. In the context of Steve Wozniak , it has been
found that he had been followed a charismatic leadership style that depicts he always motivated

employee to work proper manner along with encouraged Steve to work with mind and heart,
without thinking failure (Roe, 2017).
In the case of Steve Jobs, the term of uncompromising represents that he had tremendously
concentrated and proper idea of what he required from his employees that would guide the
company of Apple to being what he wanted to be. Being capable enough to interact and
transform followers to believe in what they are performing in completing the task is the
component of the framework of transactional leadership (Schwartz, 2015). Representing Steve
Jobs as an uncompromising defines that it is entailed that he was straightforward in keeping their
desires in front of people (Padilla, Hogan and Kaiser, 2007). He always wanted to make the team
that work on different project so that the skills of their employee can be used in different terms.
It is necessary for the leaders to have good interaction skills so that the vision can be decided and
communicated in an appropriate manner because not letting up on the mission and vision that the
person has, could be important to the followers to make them understand about the vision. This
kind of attitude was able to make the environment of good working where all people started to
work in more efficient manner. His attitude towards Joanna (head of marketing) was quite good
and he involved her in his decisions.
From above discussion, it can be concluded that the role of Steve Jobs was different from others
which could be considered by many people in uncompromising behaviour. Showing a great
enthusiasm in a vision part of the elaboration of being a charismatic leader, and the nature of
uncompromising leader cannot be considered as a good leader, but it depicts faith in the vision.
In the context of relevancy, it has been found that the faith of Steve Jobs was in becoming a great
by bringing change in the company by allowing latest technology. At the same time, the
leadership style of Job was complex as he was extremely concentrated when confident to take

risks, and become charismatic leader at the time of enlisting legions of customers and employees
in the persistent chase of his aspirations (Streitfeld, 2011). Along with that it has been found that
the nature of him was immature into his adult life. The leadership style of the John was moral
leadership but the relationship with Steve could be more effective if they understand each other
in more efficient manner.

Part 3: A proposal of an appropriate leadership development intervention
However, the leadership style of main character Steve Jobs and sub characters John Sculley and
Steve Wozniak was appropriate at their own style, but there could be some improvement
necessary that could have been led the organization in to successive path. The involvement of all
of them in the company was quite good and complex as well but there were issue of
miscommunication and co-ordination as everyone wanted to do whatever they want (Gold,
Thorpe, Mumford, 2010). By taking consideration of a single area of competency of “Conceptual
thinking”, it can be stated that there should have been effective cooperation between team
members and team leader so that the work could have been done in an effective manner. In the
context of conceptual thinking as an area of competency, the leaders should comprehend the
problem or situation by putting the pieces together in order to seeing the large picture. It entails
interconnection with the issues or situation that are not necessary to be related, and recognizing
fundamental issues in complex situations. Leadership development organization can take various
forms. It can be association driven and involves a number of formal interventions like formal
programmes, mentoring and coaching (Couto, 2010).
Understanding a situation or problem by putting the
By applying the suggested competency area of conceptual thinking on main character and sub
characters, it could be developed in them so that a common goal of the company could be
attained within time frame. It has been found that the competency modelling has turned out to be
widespread (Adams, 2015). According to this model, it is necessary for the company to keep
focus on individuals to motivate them so that they can perform in well efficient manner. The

model of competency is relied on the idea that every position needs the job saving to possess
positive competencies for the purpose of performing at their highest level.
There could be different leadership and management models in order to develop co-ordination
among employees so that they could perform in more effective manner without losing
enthusiasm (Gill, 2011). Leadership development methods could be in the organization of Apple
was Formal training, coaching from internal coaches and coaching from current manager. With
the help of this leadership method, Steve jobs could be more efficient in handling the team in
more effective manner without hampering feeling of any of his employees. It has been found in
the movie that he abused his power for the purpose of gaining what he desired. It is the fact that
due to uncompromising nature of Steve that there is no scope to provide ant critical feedback and
rejecting feedback depicts that dark side of transactional leader. The nature of Steve was
stubborn but it was just the play of understanding and having a perception of people towards
person. The leadership method of formal training, coaching from internal coaches and coaching
could be implemented in the company in which the involvement of Steve and John should have
been made (Bass and Bass, 2009). As it has been discussed that there were heated conversation
made between them which resulted fired Steve from the company, it was being done due to lack
of attention towards conceptual thinking because we never know the other side of people and
reach as per our perception which can lead individual in adverse situation (Siegal, 2011). Formal
training could be implemented in the company in order to develop communication between team
members (Western, 2013). It has been found from the movie that Steve and John in a conference
room with the board, in that day, Steve said that he was the one who founded Apple.
The group discussion could have been done in the context of solving the conflicts as it has been
found that Steve and John are fraying for a long time due to lack of collaboration. This could be

done by taking consideration of collaboration activities in which they should at least
communicate each other regarding the conflict. The role of the formal training shows that
valuable aspect in early career of leaders to develop the foundational skills to draw upon later
and developing replaces by the advantages they attain from developmental assignments as they
rise to the top (Carmichael, Collins, Emsell, Haydon, 2011).
There is another method of leadership of coaching from one’s manager. It is more effective
across the pipeline and more effective in comparison of internal coaching for all (Daft, 2014).
The more difficult point facing by the leaders at upper level needs a huge level of sensitivity and
objectivity that generates external coaches more suitable advisors (CIPD, 2011). Technology
enabled training methods like social learning applications, instructor led online training. These
methods can be less favorable when leaders have potential to focus on person development.
Majorly, these methods are expected to be seen as supplements to formal training in comparison
of stand-alone leaning methods. It is likely to amendments; however, many programs include
these methods and as companies incorporate technology more effectively within their strategies
of learning. By taking consideration of above conclusion it has been found that the leadership
style of John and Steve was complex as they did not compromise that put difficulties in the
company (Zenger, 2015). Below point could have been considered at the time of their
performance with each other in the company so that the coordination could be made.
Ensuring Open Communication
Good communication could have been great source for all chosen characters in the movie to
recognize and resolve issues quickly. Steve was straightforward and knew what he wanted from
his life. On the other hand, Jack was aware about the nature of t he colleagues and due to lot of

complaints from employees, he had to take decision to leave Steve from the company. Wozniak
was having the feature of charismatic leadership and focused on Apple's victorious product as
different to Jobs' desire purely on his product being launched. Good communication could be
helpful for them to resolve the conflict because conceptual thinking should have been necessary
at that time to understand the scenario of other’s role in performing the task.

Conclusion
It can be concluded from above discussion that the role of the leadership keeps significant value
in determining the objective of the company. To define the various leadership styles in the
management, this assignment has taken the case study of Steve Jobs film in which main
character of Steve Jobs and two other sub characters of John Sculley and Steven Wozniak have
been taken. It has been analyzed that the leadership style of all three was different from each
other as Steve had applied transformational leadership because he wanted transformation in the
technology and worked on it. On the other hand, John had adopted moral leadership theory as the
main focus of him was on encouraging people to work smartly and learn from their working no
matter what their age. Steven Wozniak had adopted charismatic leadership because he had the
nature of appraising each and every task of the company.

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