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SAN FRANCISCO — Steven P.Jobs never cared much for selling Apple products to big businesses.The late Apple chief executive so disliked the process of catering to the needs of business,rather than those of consumers,that he called chief information officers in corporations “orifices” at a conference in 2005.“There are 500 men and women in the Fortune 500 — C.I.O.’s(Chief Information Officer)首席信息官— that you have to go through,” Mr.Jobs said then.
A funny thing happened,though,in the last few years.Big companies started buying Apple products — a lot of them — for their employees.The iPad and iPhone have given the Apple symbol a presence in workplaces that Apple never enjoyed when it was strictly focused on selling Macintosh computers.
While corporate technology buyers say Apple does not try to hide the fact that consumers are still its top priority,they note that the company has gotten easier to work with in recent years,adding features to its devices that make them more palatable to business.It also doesn’t hurt that Apple’s new chief executive,Timothy D.Cook,is known to be far more at ease meeting with the C.I.O.’s Mr.Jobs once so memorably disparaged.
“What they’ve done in the past few years is really started thinking in a deeper way what the enterprise needs,” said Rich Adduci,chief information officer of Boston Scientific,a medical device manufacturer that has distributed about 3,000 iPads to its field sales people,and expects to buy 1,500 more by the end of the year.
Apple,which declined to comment for this article,has begun to drop hints that it sees the corporate market as a big growth opportunity.During recent earnings calls with analysts,Apple executives have boasted about the portion of Fortune 500 companies testing or deploying iPads and iPhones — 92 percent and 93 percent,respectively,Apple said last month.
“You never heard those stats before,” said Gene Munster,an analyst at Piper Jaffray.“The reason why is they struggled for decades,and finally they have a story to tell in the enterprise.”
Among the big customers Apple has won recently is the home improvement retailer Lowe’s,which says it bought about 42,000 iPhones to be used by employees on store floors.Instead of having to find a computer,the employees can use the devices in store aisles to check inventory,pull up how-to videos and help customers estimate costs for painting,flooring and other projects.
SAN FRANCISCO — Steven P.Jobs never cared much for selling Apple products to big businesses.The late Apple chief executive so disliked the process of catering to the needs of business,rather than those of consumers,that he called chief information officers in corporations “orifices” at a conference in 2005.“There are 500 men and women in the Fortune 500 — C.I.O.’s(Chief Information Officer)首席信息官— that you have to go through,” Mr.Jobs said then.
A funny thing happened,though,in the last few years.Big companies started buying Apple products — a lot of them — for their employees.The iPad and iPhone have given the Apple symbol a presence in workplaces that Apple never enjoyed when it was strictly focused on selling Macintosh computers.
While corporate technology buyers say Apple does not try to hide the fact that consumers are still its top priority,they note that the company has gotten easier to work with in recent years,adding features to its devices that make them more palatable to business.It also doesn’t hurt that Apple’s new chief executive,Timothy D.Cook,is known to be far more at ease meeting with the C.I.O.’s Mr.Jobs once so memorably disparaged.
“What they’ve done in the past few years is really started thinking in a deeper way what the enterprise needs,” said Rich Adduci,chief information officer of Boston Scientific,a medical device manufacturer that has distributed about 3,000 iPads to its field sales people,and expects to buy 1,500 more by the end of the year.
Apple,which declined to comment for this article,has begun to drop hints that it sees the corporate market as a big growth opportunity.During recent earnings calls with analysts,Apple executives have boasted about the portion of Fortune 500 companies testing or deploying iPads and iPhones — 92 percent and 93 percent,respectively,Apple said last month.
“You never heard those stats before,” said Gene Munster,an analyst at Piper Jaffray.“The reason why is they struggled for decades,and finally they have a story to tell in the enterprise.”
Among the big customers Apple has won recently is the home improvement retailer Lowe’s,which says it bought about 42,000 iPhones to be used by employees on store floors.Instead of having to find a computer,the employees can use the devices in store aisles to check inventory,pull up how-to videos and help customers estimate costs for painting,flooring and other projects.
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