This article discusses how the topic of the Culture Web which is under the Leadership section of the SBL syllabus . This article focuses on how the theory can apply in a Real Company

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 Apple Inc. stands as an iconic symbol of innovation and success in the technology industry. Since its inception in 1976, the company has consistently pushed the boundaries of creativity and design, bringing to market products that have revolutionised the way we live, work, and connect. To understand the inner workings of Apple’s culture, we can turn to the Culture Web theory, a model developed by Gerry Johnson and Kevan Scholes, which explores the various elements that shape an organisation’s culture. In this article, we will apply the Culture Web theory to dissect and understand the unique culture that fuels Apple’s innovation engine.


At the heart of Apple’s culture are its compelling stories. Apple’s narrative is one of disruption, innovation, and the relentless pursuit of excellence. The story begins with Steve Jobs and Steve Wozniak in a garage, creating the first Apple computer. This founding story is foundational to Apple’s culture, emphasising the importance of thinking differently and challenging the status quo.

Additionally, Apple has a rich history of product launches that captivate the world. The legendary “1984” Super Bowl commercial and the unveiling of the iPhone are two examples of how storytelling has been integral to Apple’s culture. These stories inspire not only employees but also customers and investors, creating a sense of belonging and excitement.

Rituals and Routines

Apple’s rituals and routines are deeply ingrained in its culture. The company is known for its secretive product development process, where teams work behind closed doors to create the next big thing. The biannual product launches, such as the Worldwide Developers Conference (WWDC) and the September iPhone event, are highly anticipated events that follow a predictable routine, adding to the excitement and anticipation.

Moreover, Apple’s commitment to design perfection is another crucial ritual. The meticulous attention to detail in product design and packaging is a reflection of the company’s unwavering dedication to excellence.


Apple’s symbols are some of the most recognisable in the world. The iconic Apple logo, the sleek and minimalist product designs, and the Apple Stores themselves are all symbols that reinforce the company’s brand identity and culture. The Apple logo, a half-bitten apple, symbolises knowledge, discovery, and a nod to the biblical story of Adam and Eve, where taking a bite of the forbidden fruit led to newfound knowledge.

Apple Stores are designed to be more than just retail spaces; they are temples of technology, providing a unique and immersive customer experience. The minimalist design, the wooden tables displaying products, and the Genius Bar symbolise Apple’s commitment to simplicity and customer support.

Power Structures

Apple has a hierarchical power structure that is centred around its leadership team. Historically, Steve Jobs played a dominant role in shaping the company’s direction and culture. His uncompromising vision and leadership style set the tone for Apple’s culture of innovation and excellence.

Tim Cook, who succeeded Jobs as CEO, has continued to uphold these values while also emphasising sustainability and ethical practices. The leadership team plays a pivotal role in setting the company’s priorities and values, which are then cascaded down to the organisation.

Control Systems

Apple’s control systems are designed to maintain a high level of secrecy and quality control. The company tightly controls its supply chain, ensuring that every component meets its rigorous standards. This commitment to quality control has contributed to Apple’s reputation for producing reliable and high-performance products.

The App Store, another control system, regulates the software ecosystem for Apple devices. It ensures that apps meet specific standards and security requirements, reinforcing Apple’s commitment to user privacy and security.

Organisational Structures

Apple’s organisational structure is designed to foster collaboration and innovation. The company’s functional structure, with dedicated teams for hardware, software, design, and marketing, allows experts in each field to focus on their areas of expertise. Cross-functional collaboration is encouraged to create seamless user experiences.


As analysed through the Culture Web theory, Apple’s culture reveals a complex web of interconnected elements that drive the company’s success. Stories, rituals, symbols, power structures, control systems, and organisational structures all contribute to a culture of innovation, excellence, and customer-centricity. By understanding and appreciating these cultural elements, we can gain insights into what makes Apple one of the most influential and innovative companies in the world today.