The image of a firm is damaged if they do not seek to

The image of a firm is damaged if they do not seek to fix what they have done in terms of
replacing defective products or sending out statements to ensure their inspections of products
become more rigorous. A product’s success depends on how it is exploited through
commercialization. As mentioned there will be some defective products sold, but because the
majority have a good product, Apple needs to exploit it to keep customers coming back for more.
Checklist
Vision – I believe that everyone at Apple from the CEO (Tim Cook) down share the same vision,
mission, and set of objectives it has set out since before Steve Jobs’ passing. Apple has been a
big brand and is well known for its products, innovation, simplicity, and continued amazing
product upgrades. Through their product innovation program, Apple does not restrict the
creative process so everyone is actively participating to make the objective happen.
Leadership – Apple constantly strives for excellence in all that it does. Current CEO Tim Cook
and those involved strive for simplicity in their products. Human beings must be able to work it,
use it, and be able to not have problems with the product. The leadership ensures the vision for

AUDIT EXERCISE PAPER TWO 5
Apple’s products are attainable through product development as well as research and
development. Leadership at all levels of Apple encourage open idea exchanges, which is why
they have been so successful at what they have done. The most notable is when Steve Jobs
worked together with Microsoft to improve Apple’s OS by having Microsoft products compatible
with it such as MS Word, Excel, etc. That itself ensured that Apple customers did not change
over to Microsoft and Windows due to their popular programs that Apple could not offer
previously.
Processes – CEO puts the process into perspective for those interested. Tim Cook: “It’s people
who care enough to keep thinking about something until they find the simplest way to do it. It’s
caring enough to call the person who works over in this other area, because you think the two of
you can do something fantastic that hasn’t been thought of before” (Madrigal, 2012). The
processes in place at Apple’s R&D program allows team member to share any and all
information that allows the creative process to work in a positive way. There is trust among
Apple members that they can simply dial someone to start just about anything.