This case is about US-based consumer electronics company Apple, Inc.'s (Apple), known ability to come out with pathbreaking products. Experts have associated the innovation at Apple with its corporate culture, which the case discusses in detail. At Apple, the work culture was driven by a passion for new products with no end to challenges and opportunities. This case discusses how Apple became the pioneer of the "Work Hard Play Hard" ethic. Apple adopted a style that was not too formal or hierarchical and a more results-driven approach which worked best for them. It also focuses on the career opportunities and employability security, compensation, and benefits offered to the employees by the company. It explains how Apple fostered a culture of secrecy. The demand for absolute secrecy and insistence on control was infused into the company culture right from the beginning. The various dysfunctional aspects of Apple's culture which led the company to the brink of disaster are also discussed.

In 2009, consumer electronics giant Apple, Inc. (Apple) based in Cupertino, California, topped Fortune Magazine's "Most Admired Companies" list for the second consecutive year. The company was given a top rank in innovation as well as people management. On Apple's achievement, Forbes journalist Alyssa Abkowitz wrote, "It's been a rocky year for Apple: CEO Steve Jobs' health made headlines, and critics said Cupertino wasn't being open enough about it. But customers remained loyal to the brand that made white ear buds cool. As much of the computer industry struggled, Apple shipped 22.7 million iPods during its first quarter (up 3% from last year), 2.5 million Macs (up 9%), and 4.4 million iPhones. No wonder Apple tops our Most Admired list for the second year in a row."

Founded in 1976, Apple designs, manufactures, and markets personal computers, portable digital music players, and mobile communication devices and related software, services peripherals, and networking solutions. Some of its remarkable products and services include the Macintosh line of desktop and portable computers, the iPhone, the iPod line of portable digital music players, Apple TV, Xserve, consumer and professional software applications, the Mac OS X operating system, third-party digital content and applications through the iTunes online store, and a variety of accessory, service and support offerings. For the third quarter ended June 2009, Apple posted revenues of US$8.34 bn and a net quarterly profit of US$1.23 bn. Apple had about 35,000 employees worldwide as of 2008.

HRM Review Magazine, Apple Inc, Corporate Culture, Computer Industry, People Management, Networking Solutions, Software Applications, Mobile Communication Devices, Digital Music Players, Personal Computers, Apple Designs, International Business Machines Corporation, IBM, MS-DOS Operating System, PC Manufacturing Company, Apple Macintosh, NeXT Computers Inc, Software Engineering.