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Apple computer, 2006

The Scully years, 1985-1993
He developed a vertical and horizontal integration’s strategy in order to increase profits and market share.
In those years Apple designed theirproducts from scratch; using only Motorola’s chips in California. Apple also develops its own proprietary operating system. But they have a differentiator: everything was “plug and play” unlike theirlow-cost competitors IBM.
From his approach to IBM, he created a strategic alliance to use a PowerPC microchip but also gives a license to Motorola in order to guarantee Apple a second source.Together they went into a joint venture to create a revolutionary operating system (Taligent) and other named Kaleida, to create multimedia software.
In cooperation with Novell and Intel, created andproject codename “Star Trek”, its effort was in line to Mac OS runs in Intel chips.
Scully is named chief technology officer in March 1990. On this position, he championed the Newton the first on hisclass to be known as “Personal digital assistant”. He believed that Apple’s expertise in user-friendly software would give it an edge as PCs converged with consumer electronics.
Scully argued that itwas essential to drive costs down in order to maintain profitability. He opted to delegate some of their supply chain activity to many subsidiaries. But this wasn’t enough to sustain Apple’sprofitability. By 1993 the board “promoted” him to chairman and left Michael Splinder in charge.
The Splinder Years, 1993-1995
He was head of Apple Europe, in two years (1988-1990) he had tripled hisdivision’s revenue. His strategy was founded in order to reinvigorate its core markets: Education and desktop publishing. But killed Scully’s project to use IBM’s chip and give a plan to license othercompany to make Mac clones, they would play over $50 per copy of Mac OC license.
At the end of 1995, Apple and IBM part away sides on Talignet and Kaleika. After spending more than $500 million, neither...
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