Apple stands to be one of the 21st-century global iconic brands. Apple is a giant technology brand with a global legion of loyal customers and devoted employees. One of the options the company adopted in its early years is creating a company culture that is entirely focused on the company vision and mission. Working in Apple is cult-like as employees are devoted to brand growth through innovation ( Green, 2015) . The company sought to develop a working environment that is aligned with the company vision and mission of innovation. The employees are the main drivers of the company's success as they are the agents to the company's artistic and technical insight. Job the company CEO once commented that the company does not hire and tell employees what to do but hires smart employees to tell the company what to do. Apple management manages a team of experts instead of instructing them on what to do.
The strategy has worked well for the company, and the organization prides itself for having an organizational culture that cannot be easily duplicated by other organizations. In the company, secrecy and protection of intellectual property is key, and this has made the company maintain its competitiveness in the ever-changing technology industry ( Green, 2015) . The company employees are keen on the company vision and the brand as a whole. They have owned the brand and company and are able to foresee the next technological shifts to occur in the market and develop state of the art products that meet and exceed the customers' expectations. The ultimate product satisfaction can be traced back from the 1970s Apple II computer to the Apple iPhone in the 2000s. Through the cultivation of a unique culture of innovation, today, Apple is a global masterclass brand with the best products by technology and functionality.
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Reference
Green, S. (2015). Apple . London: Bellwether Media.
