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Spindler was let go only to be replaced by one of the original founders, Steven Jobs, with only one other CEO managing in between. What this company needed was a CEO who had a great interest in the company and a great understanding of how it worked. Apple was bombarded with too many people who only thought they knew what they were doing and thought they were doing it right. No one was aggressive enough to step ahead and make some real positive changes, they were afraid of losing people they thought they needed, when in reality these same people may have been the ones who were holding the company back.
Frequent Strategy Changes.
After Apple's initial inception, executives were hesitant to implement new strategies until other competitors began taking market share away from Apple. In response, Apple moved from high end products and tried to gain market share and improve efficiency by producing lower priced applications. However, the executives did not give this transition ample time to work and decided to implement another strategy in hopes to regain market share. .
Apple began considering the license of their operating system to other computer manufacturers, such as Pioneer, Power Computing, Unmax and Daystar in 1995. This tactic was unsuccessful, resulting in the sale of a miniscule 200,000 Mac clones, seeing that they manufactured 4.5 million. After similar licensing agreements with a variety of manufacturers, Apple ceased licensing agreements in 1997 except for with Power Computing Corp., the largest clone of Macs.
The primary threat to Apple Computers and their applications has been the existence of Microsoft and their Windows platform. The introduction of Microsoft Windows in 1990 was a primary factor negatively affecting Apple's market share. In response, Apple filed a lawsuit against Microsoft and Hewlett Packard because their graphical user interface possessed strong similarities to Apple's Macintosh interface.
