EPP1 PRESENTATION SCRIPTS
### 🎤 **Presentation Script: Apple’s Transformation – The Necessity of Changes**
*Focus: Challenges and Solutions under Steve Jobs & Tim Cook*
#### **Slide 1: Title Slide – Apple’s Transformation: The Necessity of Changes**
> **Speaking**:
> Good morning everyone. In this presentation, I’ll focus on the challenges Apple faced
during its transformation and how two key leaders—Steve Jobs and Tim Cook—managed
to turn things around. While earlier we mentioned the reasons why Apple needed to
change, I’ll now walk you through what those changes actually looked like in practice.
---
#### **Slide 2: Steve Jobs – Major Challenges**
**Slide shows:**
* Near bankruptcy: Revenue drop from \$11B (1995) to \$6B (1998) (*Nguoi Thanh Cong,
2024*)
* Overcomplicated product line
* Weak brand image
> **Speaking**:
> Let’s begin with Steve Jobs. When he returned to Apple in 1997, the company was almost
bankrupt. Revenue had fallen sharply—from \$11 billion in 1995 to just \$6 billion in 1998
(*Nguoi Thanh Cong, 2024*). On top of that, Apple had a messy product lineup with too
many underperforming models. And its brand identity was fading as competitors grew
stronger.
#### **Slide 3: Steve Jobs – Strategic Solutions**
**Slide shows:**
* \$150M Microsoft investment (*Business Magnets, 2024*)
* 2x2 product matrix, iMac launch (1998)
* “Think Different” campaign
> **Speaking**:
> To fix this, Jobs made bold moves. First, he secured a \$150 million investment from
Microsoft (*Business Magnets, 2024*), which helped bring in cash and rebuild confidence.
Then, he simplified the product range using a 2x2 matrix—Consumer vs. Professional,
Desktop vs. Portable.
This allowed Apple to focus on quality, not quantity. The iMac launched in 1998 was not
only colorful and user-friendly, but also a major turning point. Finally, he brought Apple’s
spirit back through the “Think Different” campaign, positioning it once again as a creative
and innovative brand.
---
#### **Slide 4: Tim Cook – Leadership Challenges**
**Slide shows:**
* Pressure of following Jobs (*Habib, 2023*)
* Innovation fatigue
* Investor skepticism
> **Speaking**:
> Now let’s move to Tim Cook. Taking over after Jobs in 2011 was extremely tough. Both
the public and his own team doubted whether he could carry on the legacy (*Habib, 2023*).
On top of that, Apple started facing “innovation fatigue” as expectations kept growing.
Investors were also uncertain about the company’s future.
---
#### **Slide 5: Tim Cook – Long-Term Solutions**
**Slide shows:**
* Acquired 23 companies incl. Beats (*Luckerson, 2014*)
* iPad Mini, iPhone 5c launched
* \$90B share buyback
* China expansion via China Mobile
> **Speaking**:
> Cook’s strategy was less dramatic but highly strategic. He expanded Apple’s portfolio by
acquiring 23 companies, including Beats Electronics—the largest deal at the time
(*Luckerson, 2014*). That gave Apple a strong boost in music and wearable tech.
He also launched the iPad Mini and iPhone 5c to attract wider audiences. And to address
investor doubts, he approved a \$90 billion share buyback—one of the biggest ever.
Finally, he strengthened Apple’s presence in China by partnering with China Mobile,
turning China into Apple’s fastest-growing market.
---
#### **Slide 6: Conclusion – Two Styles, One Vision**
**Slide shows:**
* Jobs: Creative risk-taker
* Cook: Strategic optimizer
* Common goal: Sustainable growth
> **Speaking**:
> To sum up, Jobs and Cook tackled very different challenges using very different methods.
Jobs was a visionary who took bold risks to save Apple. Cook was a planner who focused on
sustainable growth and global expansion.
Script:
To conclude, Apple’s success came from turning big challenges into growth opportunities
through smart leadership.
Steve Jobs brought Apple back from crisis by simplifying its products, launching the iMac,
and rebuilding its brand.
Tim Cook then strengthened and expanded Apple with smart deals, product diversity, and
global strategies.
Though their styles were different, both showed that strong leadership and the right
changes are key to long-term success in a fast-changing tech world.
❓ Q1: Why did Steve Jobs simplify Apple’s product line when he returned in 1997?
Suggested Answer:
Jobs simplified the product line because it was too complex and scattered. Apple had too
many similar products that confused customers and drained resources. By reducing the
number of products into four key categories, he helped Apple focus on quality and
innovation, like the iMac in 1998.
👉 This was a turning point to make Apple more efficient and competitive again.
Explanation:
This shows strategic thinking: simplify to focus.
The 2x2 matrix (Consumer/Professional vs. Desktop/Portable) helped streamline
both design and marketing.
❓ Q2: What was the purpose of the "Think Different" campaign?
Suggested Answer:
The campaign was launched to rebuild Apple’s image as a creative and innovative brand. At
that time, Apple was losing its unique identity because competitors were rising. The slogan
“Think Different” reminded people that Apple was for those who wanted to challenge the
norm.
Explanation:
Branding is not just advertising—it’s repositioning the company's value in people’s
minds.
This campaign helped emotionally connect with creative users.
❓ Q3: How did Tim Cook manage innovation fatigue during his leadership?
Suggested Answer:
He managed innovation fatigue by diversifying Apple’s products and acquiring 23
companies. One of the biggest was Beats Electronics, which brought in new ideas and
expanded Apple Music. He also introduced new product versions like the iPad Mini and
iPhone 5c to attract more customer segments.
Explanation:
Rather than forcing a new “big idea,” he focused on steady improvement and
expansion.
Acquisitions brought in external innovation, a smart move for long-term growth.
❓ Q4: What are the main differences between the leadership styles of Steve Jobs and
Tim Cook?
Suggested Answer:
Steve Jobs focused on bold, creative breakthroughs and reinventing the brand. In contrast,
Tim Cook focused on stability, operational excellence, and expanding Apple’s market. Jobs
was more visionary, while Cook is more strategic and consistent.
Explanation:
Both styles were effective but used in different company situations.
Jobs suited a crisis recovery phase; Cook suited a global growth phase.
❓ Q5: Do you think Tim Cook’s leadership would have worked during the 1997 crisis?
Suggested Answer (Critical Thinking):
Probably not. Jobs’ bold and risky decisions were needed to save Apple in 1997. Cook’s
approach is more cautious and structured, which might not have been fast enough in a
crisis. Each leadership style fits a certain context.
Explanation:
This answer shows your ability to evaluate context and leadership theory.
Good for standing out in a classroom Q&A.
