Organization AnalysisApple - Value Proposition and CultureApple - Company DescriptionApple Inc., founded by Steve Jobs, Steve Wozniak and Ronald Wayne in 1976, is a American multinational company headquartered in Cupertino. , California, which designs, develops and sells consumer electronics, computer software and personal computers. Its best-known hardware products are the Mac line of computers, the iPod media player, the iPhone smartphone, and the iPad tablet. Its consumer software includes the OS X and iOS operating systems, the iTunes media browser, the Safari web browser, and the iLife and iWork creativity and productivity suites. Apple is the world's second largest information technology company by revenue and the third largest in the world. cell phone manufacturer. Fortune magazine named Apple the most admired company in the United States in 2008 and worldwide from 2008 to 2012. Customer Value Proposition Functional benefits - based on a product attribute that provides utility to the customer functional. The goal is to select functional benefits that have the greatest impact on customers and support a strong position relative to competitors. The phone capacity of an iPhone, the cross-platform data transfer of iCloud, the lightness of the iPad and its powerful capabilities: games, movies, office work, etc. Emotional benefits – provide customers with a positive feeling when they purchase or use a particular brand. They add richness and depth to the experience of owning and using the brand. Apple isn't just selling functional benefits for today; it’s selling the excitement of a product that would change the future. Apple's advertising creates emotional triggers such as consumers' desire to belong to a larger medium......dropping these devices with additional features and improvements. However, they are still the same basic devices. These products, built on incredible foresight and attention to detail, have generated enormous customer loyalty and high margins. Apple management needs to address the perceived innovation gap with some sort of product breakthrough. Otherwise, it is reasonable for the company to accept lower expectations from the street, assuming that while the company remains an exceptional production, distribution and branding company, the days Unprecedented innovation and entrepreneurial leadership may be in decline. Cook, it would be to have a vice president who would replace the innovation brought by Jobs and be in charge only of innovation. As depicted in “Figure 1,” the role most missing is VP of Innovation to help Apple bring the next iPhone/iPad to market..