Apple Computer: Baldrige Assessment

This research assesses Apple Computer within the context of the Baldrige Quality Award Criteria. This introduction provides information relevant to the company being assessed, as well as to the application of the Baldrige criteria in this assessment.

Apple Computer Inc. is a major manufacturer of microprocessor-based personal computer systems. In the 1970s, Apple Computer practically invented the personal computer as it has come to be known. In its initial operations, Apple Computer targeted the school and home markets. With the introduction of the Macintosh product line, the company also began targeting the office market, however, its biggest markets remain the home and school.

The company's principal product is the Macintosh computer, which is produced for both the home and office markets. The company also produces notebook and hand-held computers, accessories and peripheral devices, operating systems for its own computers, and some applications software packages. The company's manufacturing facilities are sited in California, Texas, Ireland, and Singapore.

Application of the Baldrige Criteria

The Baldrige criteria assess quality within the context of seven categories. Within each category, evaluative criteria are provided for from two-to-six items. This research assesses Apple Computer only with respect to the "Leadership" category. Within the "Leadership" categ

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s founders, Steven Jobs, back into the company. Jobs was a strong advocate of the failed strategy. Jobs will not, it is said, replace Amelio; however, the future of the company's current strategy is placed in a state of some degree of uncertainty until the actual role that Jobs will play becomes clear. Planning and Reviewing Progress Toward Quality and Performance Where the senior executive leadership at Apple Computer has failed dramatically is in planning and reviewing progress toward performance. The market share in the microcomputer market for Apple Computers has been slipping for several years. In 1995, however, the slippage became a near land-slide, and that trend continued into 1996 (Europe, 1996, pp. S5-S7). The quality level of Apple Computer products has been and remains generally high, the brand name has been and remains strong, and neither styling or packaging have been or are major issues (Battelle, 1992, pp. 16-17). Features, however, represent a major problem for Apple Computers. The company has touted the ease of use characteristics of their computers, but conveniently has overlooked the inability of the machines to perform the high-level multitasking operations demanded in many business use environments.
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Approximate Word count = 1472
Approximate Pages = 6 (250 words per page)