Meet the 5 Forgotten CEOs of Apple, Apple is one of the most famous and influential technology companies in the world. Apple products such as iPhone, iPad, Mac, Apple Watch, AirPods, and others have become part of the lifestyle of many people. But do you know who were the people who have led this company since its inception were?
When we talk about Apple’s CEOs, we might think of Steve Jobs and Tim Cook. Steve Jobs was the founder and visionary behind Apple’s success, while Tim Cook is his successor who made Apple the most valuable company in the world. But before them, there were five other CEOs who served at Apple who might not be well-known by the public. Who are they? Let’s take a look at their stories below.
Michael Scott: The First CEO of Apple
Michael Scott was the first CEO of Apple, serving from 1977 to 1981. Scott was a friend of Mike Markkula, one of the early investors of Apple, who recommended him to be the CEO because Steve Jobs and Steve Wozniak were considered too young and inexperienced to lead the company.
Scott brought Apple a huge income thanks to the Apple II product, the first personal computer that succeeded in the market. Scott also banned all Apple employees from using typewriters in 1979, as a commitment to developing computer technology.
However, Scott also made a controversial decision that made him unpopular among Apple employees. In early 1981, Scott fired up to half of the Apple II division employees, claiming that they were incompetent and did not fit the company culture. This incident was known as “Black Wednesday,” which made many Apple employees feel insecure and unappreciated.
As a result, Mike Markkula took over as CEO in the interim and demoted Scott to vice chairman. Scott then left Apple in 1983 and continued his career in consulting and philanthropy.
Mike Markkula: The Investor and Interim CEO
Mike Markkula was one of the early investors in Apple, providing $250,000 to Steve Jobs and Steve Wozniak to establish the company. Markkula also played an important role in helping Apple get a licence from Xerox to develop a graphical interface and mouse, which became the hallmark of Apple products.
Markkula served as the interim CEO of Apple from 1981 to 1983, after Michael Scott resigned. Markkula was responsible for recruiting John Sculley, the former CEO of Pepsi, to be the next CEO of Apple. Markkula hoped that Sculley could bring Apple to a higher level with his experience and skills in marketing.
However, Markkula also got involved in the conflict between Steve Jobs and John Sculley, which resulted in Jobs being fired from Apple in 1985. Markkula supported Sculley because he felt that Jobs was too arrogant and could not work with others. Markkula also disagreed with Jobs’ vision of Macintosh, the personal computer designed by Jobs, which was considered too expensive and too difficult to produce.
Markkula remained as the chairman of the board of Apple until 1997 when Steve Jobs returned to the company and replaced him. Markkula then sold most of his shares in Apple and retired from the business world. He focused on philanthropic activities and the hobby of driving racing cars.
John Sculley: The CEO Who Fired Steve Jobs
John Sculley was the most famous CEO of Apple, because he was the one who fired Steve Jobs from the company that he founded. Sculley was the former CEO of Pepsi, who made Pepsi a fierce rival of Coca-Cola in the soft drink market. Sculley was persuaded by Steve Jobs to join Apple, with the famous sentence, “Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?”
Sculley served as the CEO of Apple from 1983 to 1993. Under his leadership, Apple experienced significant growth, by launching products such as Apple IIc, Apple IIgs, Macintosh Plus, Macintosh SE, Macintosh II, and Macintosh Portable. Sculley also introduced the concept of “Apple as a lifestyle”, with the slogan “The Power to Be Your Best”.
However, Sculley also faced big challenges, both from within and outside the company. Sculley clashed with Steve Jobs, who had a different vision about the direction and strategy of Apple. Jobs wanted to make products that were innovative and revolutionary, while Sculley preferred products that were practical and profitable. This conflict reached its peak in 1985, when Sculley gained the support of the board of directors to fire Jobs from his position as the head of the Macintosh division.
Sculley also had to compete with Microsoft, which started to dominate the personal computer market with the Windows operating system. Apple lost its market share, because its products were considered too expensive and too exclusive. Sculley tried to restore Apple’s glory by launching new products, such as Newton, the first touch-screen device from Apple. However, Newton failed to attract consumers, because it was considered too buggy and too expensive.
Sculley was eventually fired from his position as CEO in 1993, after Apple announced a huge loss in the first quarter. Sculley then continued his career in health and education, as well as becoming a writer and speaker.
Michael Spindler: The First European CEO
Michael Spindler was the first European CEO of Apple, who served from 1993 to 1996. Spindler was previously a strategist who made Apple a market leader in Europe, by developing products that suited the needs and tastes of consumers there.
Spindler replaced John Sculley as the CEO, with the hope of overcoming the crisis that Apple faced. Spindler took some big steps, such as reorganizing the company structure, reducing operational costs, improving product quality, and collaborating with IBM and Motorola to develop the PowerPC processor, which became the brain of the new generation of Macintosh computers.
However, Spindler’s steps were not enough to save Apple from the increasingly tight competition, especially from Microsoft and Intel, which offered products that were cheaper and faster. Apple also lagged behind in entering the internet market, which became the new trend in the technology world. Spindler failed to make products that could compete in the internet era, such as online computers, network devices, and web browsers.
Spindler also made a fatal mistake by rejecting the acquisition offer from Sun Microsystems, which was worth $4 billion, in 1996. Spindler rejected the offer, because he felt that Apple could still survive on its own. However, this decision turned out to be wrong, because Apple continued to suffer from declining sales and revenue until it was almost bankrupt.
Spindler finally resigned from his position as CEO in 1996, after receiving pressure from the board of directors and investors. Spindler then disappeared from the business world, and not much is known about his activities after that.
Gil Amelio: The CEO Who Brought Back Steve Jobs
Gil Amelio was the CEO of Apple who was responsible for bringing back Steve Jobs to Apple, after he bought the company that was founded by Jobs, which was NeXT, in 1996. Amelio was the former CEO of National Semiconductor, who was known as an expert in fixing troubled companies.
Amelio served as the CEO of Apple from 1996 to 1997. Amelio tried to restore the confidence of consumers and investors in Apple, by taking some steps, such as closing divisions that were not profitable, reducing the number of employees, improving relations with suppliers and distributors, and launching new products, such as Mac OS 8, PowerBook 3400, and Power Macintosh G3.
However, Amelio’s steps were not enough to change Apple’s fate, which still continued to lose money and market share. Amelio also failed to create a clear vision and strategy for Apple and faced criticism from the media and public, who considered him as a weak and uncharismatic leader.
One of Amelio’s biggest choices was to acquire NeXT, the business that Steve Jobs founded after he left Apple. Amelio intended to use the NeXTSTEP operating system as the basis for developing a new operating system for Macintosh, which was named Rhapsody. Amelio also brought back steve Job to Apple, as a special adviser.
However, this decision turned out to be a boomerang for Amelio, because Jobs began to take over control of the company from within. Jobs managed to influence the board of directors, investors, and employees of Apple, with his charisma and exciting vision. Jobs also began to criticize and eliminate products and projects that were initiated by Amelio, such as Newton, eWorld, OpenDoc, and Rhapsody.
Finally, in July 1997, Amelio was fired from his position as CEO, after Apple announced a loss of $1.6 billion in the fiscal year 1997. Amelio was replaced by Jobs, who became the interim CEO, before finally becoming the permanent CEO in 2000. Amelio then continued his career in technology and biotechnology, as well as becoming a writer and lecturer.
Apple is a company that has a long and interesting history, filled with stories of success and failure, as well as influential and inspirational figures. From the five CEOs that we have discussed, we can learn many things, such as the importance of having a vision, strategy, innovation, cooperation, and good leadership.
Although Steve Jobs and Tim Cook are the two most famous and respected CEOs of Apple, we should not forget the contributions of the other CEOs who have served at Apple, who also have their own roles and impacts on the company. They are part of Apple’s history. that shaped this company into what we know and admire today.
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FAQ
- Who is the current CEO of Apple?
- The current CEO of Apple is Tim Cook, who has been serving since 2011, replacing Steve Jobs who died of pancreatic cancer.
- Who is the longest-serving CEO of Apple?
- The longest-serving CEO of Apple is Steve Jobs, who served for two periods, from 1983 to 1985, and from 1997 to 2011.
- Who is the shortest-serving CEO of Apple?
- The shortest-serving CEO of Apple is Gil Amelio, who served for only 17 months, from 1996 to 1997.
- Who is the most successful CEO of Apple?
- The most successful CEO of Apple is subjective, depending on the criteria and measures used. However, generally, it can be said that Steve Jobs is the most successful CEO of Apple, because he managed to transform Apple from a company that was almost bankrupt into the most valuable company in the world, by launching revolutionary products such as iMac, iPod, iPhone, iPad, and others.
- Who is the most failed CEO of Apple?
- The most failed CEO of Apple is also subjective, depending on the criteria and measures used. However, generally, it can be said that Michael Spindler is the most failed CEO of Apple, because he failed to cope with the increasingly tight competition, especially from Microsoft and Intel, and rejected the acquisition offer from Sun Microsystems, which could save Apple from bankruptcy.
