Significance of Apple’s Bold Leadership

As you know from reading this blog, I often use Apple as an example of savvy corporate leadership, not only in America but globally. Apple defines vision and achieves success better than anyone else, in my opinion. The company also designs the best quality computers and devices for communications in today’s world, a reality being recognized by a growing host of consumers and companies.

Apple’s footprint of influence in business is critically important because it is redefining and living the essence of corporate responsibility.  While others write memos and attend meetings on “best practices,” Apple has infused best practices seamlessly throughout the organization.  But, that also makes Apple vulnerable to being in the spotlight when there are occasional stumbles.

Apple, clearly, has publicly been grappling with challenges over the last couple of weeks:

• Introduction of the much-hyped and eagerly awaited iPhone 3G
• Version 2 iPhone software that delivers greater wireless features
• Enhanced sync capabilities for coordinating calendars, email and contacts, and
• Debut of the iTunes Apps store which offers a spectrum of third-party applications for the iPhone.

Apple boldly introduced all this on one day, two weeks ago.  Since then, the company has been battered with customer complaints over things not going smoothly and media coverage over the blips.  Apple has characteristically responded by providing a high caliber of professional and personally interactive technical support that is common with Apple yet unprecedented among not only Apple’s competitors but any other company that makes products and delivers services for the public.  

Apple knew quickly it had issues with introduction of a complex product and new services, and immediately got to work on assisting customers with solutions.  I can think of no other company in the technology sector — certainly not Microsoft and most definitely not Dell — that has ever been so responsive. For that matter, I am not aware of another company on the planet that even comes close to living the visionary leadership that Apple has defined for itself.

Speaking personally, as a user of Apple products, including computers and an iPhone, the company is a joy to work with whenever I have encountered problems … and, I might add that I encounter very few problems when using Apple products.  I am still a little stunned by Apple’s outstanding help in solving my iPhone issues - a highly knowledgeable iPhone technician at the company’s headquarters in Cupertino, CA, who expertly provided all the guidance I needed.  But, I am not special, and I am certainly not alone — anyone who is an Apple customer gets the same level of professional assistance.

What remains puzzling, however, are the compounding stumbles by Apple’s corporate communications department by not openly and transparently discussing the issues the company faced with the multiple product introductions.  It is as if the PR people know how to hype but don’t comprehend the importance of expeditious communications in time of crisis and the potential damage to reputation.