John Sculley is the third Apple CEO to lead the company between 1983 and 1993 . He was the company’s first professional CEO, after the brief terms of Michael Scott and Mike Markkula. He was the perfect fit for an Apple and a Steve Jobs in need of discipline.
From Pepsi Co. to Apple Computers
With this sentence John Sculley tells that Steve Jobs convinced him definitively to work at Apple. The position of CEO was not strange to him, since Sculley was a Pepsi executive hardened in a thousand battles . Sculley started working in a Pepsi bottling plant in 1967 at the age of 28. Three years later, he became the company’s youngest vice president of marketing. Seven years later, he became Pepsi’s youngest CEO and president.
Already hardened by the game of thrones that emerges in a large company, Sculley was hired by Steve Jobs to run Apple in 1983. Jobs was convinced he was the perfect choice to play a role he wasn’t yet qualified for. The two struck up a close friendship that for the first few months was promising.
However, it didn’t take long for both personalities to collide with each other. Jobs had been relegated to leading a small group of “pirates” who eventually launched the original Macintosh. But the board of directors were concerned that his group’s expenses should be contained and that money should not be wasted. This body charged Sculley with controlling Steve Jobs.
Sculley and Jobs saw the world in a very different way and ended up provoking conflict
Jobs refused at all and ended up staging a “coup d’état” against Apple’s CEO while he was out of the country. Sculley realised his plans and cancelled the trip, calling a meeting of the board of directors where he got full support. Even Mike Markkula’s, which Jobs always interpreted as a personal betrayal.
Stripped of his duties, Jobs resigned and sold all but one of his Apple shares. Which guaranteed him attendance at the shareholders’ meeting of the company he had co-founded. So Steve Jobs was not fired from his own company, but left it himself .
Handsfree to turn Apple into a corporation
After Steve Jobs’ departure, Sculley had everything he needed to turn Apple into a major corporation. The Apple II and its successive models were in charge of feeding the company’s income while Macintosh sales were plummeting. During his tenure, Apple went from $800 million in revenue to $8 billion a year.
However, the problems began to pile up. In 1986, sales fell sharply and Sculley ordered a restructuring that affected more than 1,200 employees. As a result, Apple consolidated internally and gained some organization. The digital publishing revolution a few years later catapulted Apple to new heights of revenue. In addition, the Macintosh began to gain ground and grow in the corporate market.
Especial Historia de los CEO de Apple.
Under his leadership, Apple introduced the Macintosh Portable in 1989. Two years later, he cancelled the project but replaced it with the Macintosh PowerBook. It was the laptop that inaugurated the format we know today and that Apple celebrated last week, with its place to rest the wrists, screen, keyboard and mouse integrated . In 1993, Sculley presented his most ambitious project: the Apple Newton. A PDA or personal digital assistant with which Apple inaugurated its pocket computers.
Under Sculley, Apple launched the Macintosh Portable, the Macintosh PowerBook and the Newton. Products that would mark an era
But the crisis came back to haunt us. Microsoft and its hardware allies were winning the war with their computers and Apple was beginning to be cornered by the lack of developers. It was at this point that the board of directors ordered John Sculley to start the Mac clone program .
Sculley flatly refused, knowing that doing so would start a process of destroying Apple that he could not get out of. The board eventually fired Apple’s former CEO in late 1993 and put Michael Spindler, the president of Apple Europe, in his place. John Sculley thus ended his term of office at the Bitten Apple company.