Apple and Iphone4 Quality systems management

APPLE AND IPHONE 4 QUALITY SYSTEMS MANAGEMENT
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(5 January 2011)
Table of Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc281968693"
1.0 Section One  PAGEREF _Toc281968693 \h
3
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1.1 Introduction  PAGEREF _Toc281968694 \h
3
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1.2 The iPhone 4 generation  PAGEREF _Toc281968695 \h
4
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1.3 Quality Management System  PAGEREF _Toc281968696 \h
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1.4 Quality System  PAGEREF _Toc281968697 \h
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1.4.1 Level 1: Quality Management System  PAGEREF _Toc281968698 \h
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1.4.2 Level 2: Operational Business Policies and Procedure  PAGEREF _Toc281968699 \h
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1.4.3 Level 3: Functional Procedures and Instructions  PAGEREF _Toc281968700 \h
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1.5 Documents and information control  PAGEREF _Toc281968701 \h
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1.6 Quality management system document control  PAGEREF _Toc281968702 \h
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1.7 Computer control  PAGEREF _Toc281968703 \h
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1.7 Translation of the document  PAGEREF _Toc281968704 \h
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2.0 Section Two  PAGEREF _Toc281968705 \h
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2.1 EFQM Excellence Model  PAGEREF _Toc281968706 \h
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2.2 Product Realisation  PAGEREF _Toc281968707 \h
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3.0 Section 3  PAGEREF _Toc281968708 \h
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List of Reference  PAGEREF _Toc281968709 \h
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Apple and iPhone 4 Quality systems management
1.0 Section One
1.1 Introduction
Quality in all the products produced by any company stands as great pillar to that company in that the customers will be assured of high products at all times hence develop confidence in the company’s products. In view of the above fact there is therefore need to have very efficient quality systems of management. For Apple Computer Inc the systems had failed in the implementation so as to guarantee all iPhone 4 a quality product which developed some defaults (Thurrott, 2010).
The Apple Inc has had its share of glory in the markets with its technological products being among the best and market shakers. Such products include the Apple II developed in 1977, the Macintosh of 1984, the IMac of 1998, the IPod of 2001, and the iPhone developed in 2007. With such products the company stands respected for its innovations which have been of high quality and free from controversy. The iPhone 4 however has brought a new dimension in the company due to the quality concerns (Thurrott, 2010). The company has therefore to set new quality management measures that may avoid future defaults in products which will ensure there is no breakdown of communication between departments, ensured continuous improvement, leadership and management responsibility, and education and self development for staff and product developers.
According to Dobb (2004) such measures will guarantee a very effective product development free from any defaults or errors; and thus lead to increased sales and consequently profits. All the principles of quality management have to be effected in view of the fact that the product developed pleases the customer in all aspects. This will include incorporating results orientation, customer focus, leadership and constancy of purpose, management by processes and facts, people development and involvement, continuous learning, innovation and improvement, partnership development, and corporate social responsibility for a holistic production initiative (Netessine & Tang, 2009).
1.2 The iPhone 4 generation
The company has always believed in thinking differently in the invention and innovation of quality products. The quality management systems however for the iPhone 4 were slightly assumed to make the product have defects. The fourth generation of the smart phone the iPhone developed by Apple which succeeds iPhone 3GS has reported quality concerns that must be addressed immediately so that sales of the innovation may not drop (Thurrott, 2010).
The iPhone 4 was most liked by customers due to its ability in video calling, media consumption e.g. books and periodicals, music, movies, and games, its web and email access features have also been liked. Customers in the United States, the United Kingdom, France, Germany and Japan purchased the product after its release in the markets on the 24th of June 2010; which was previously announced on 7th June 2010.
The smart phone is run by the Apple’s iOS operating system which is the same as that used on other older generation phones such as iPhone 3GS and the iPads. Its special feature of a touch screen that is finger sensitive that presents the multi-touch display makes customers attracted to it. Its development from the iPhone 3GS is the development of a new design; where it has an uninsulated frame made from stainless steel which is the iPhone’s 4 antennae. Its internal is more unique and is between two chemically strengthened aluminosilicate glass panels.
The faults detected have been from signal receptions from different angles especially from the left hand. This is as a result of the antennae being at the left corner of the side casing of the phone. With such concerns the company needs to take adequate action to protect its image and avoid reduced sales of the product. There is also need to establish the cause of the problem and rectify it as appropriately and effectively as possible. As Gitlow (2001) states quality management system must also be established to avoid such faults that may cost the company immensely.
Some companies have resulted to a recall of products that have been found with defects and that are a better way of assuring customers that the company is in control. In this case the customers are required to get free new cases each which have been identified to correct the problem with the iPhone 4; the cases can be corrected before 30th September 2010. They can also seek a refund valid within the thirty days (30) of purchase. First will be to identify the cause of the defects and identify the best way to handle the situation so that it leaves all parties involved satisfied; this means the results, people and the process must be integrated to solve the problem. Nanda (2005) identifies four things which will be aimed at in this exercise which include; quality of products produced, delivery improvement, customer satisfaction, and profitability for the company.
Quality should never be compromised at any given time; this therefore means that there must be control, management of the job done, management of processes, evaluation of performance and integrity and thorough inspection of records (Nanda, 2005). This will be essential in ensuring a responsible sustainable future, nurturing creativity and innovation, adding value to customers, and succeeding in the business.
1.3 Quality Management System
As the company strives to make profits quality must not be left out of the plan, there is need for an effective quality management system which will aim at customer satisfaction. In making a quality management system that is effective the customers’ requirements and the businesses’ requirements must be balanced (Standards Australia International Limited, & Standards New Zealand, 2000). The customers’ requirement will be the gain in confidence that the business produces and delivers quality products and services at all times that will always meet the needs and expectations. The businesses’ requirements are both external and internal that ensure the costs are optimized through the efficient use of resources available such as the materials, technology, labour, and information.
Schlickman (2003) states that the objective of the business is always based on maximizing profits; however this can not be achieved in Apple when products developed such as the iPhone 4 do not meet the requirements of the customers. The goals and objectives set by Apple are to be a leading provider in IT solutions through innovation and development. This is however affected by the miscommunication in the production line to produce substandard products of the iPhone 4. The quality management system will be effective since it will assure consistency, satisfaction and efficiency in the process of production.
This includes in the materials, methods and procedure and equipment among other things. For the iPhone 4 the case was faulty in that the process missed a quality assurance procedure that would test all the functions of calling, network reception, music and video usage, messaging, touch systems, and software swiftness. In doing so the faults would be avoided making the iPhone 4 sell more due to its unique features.
Managing the quality management process effectively would ensure sustained growth since it would save time and resources that will be used for other development activities. It also makes the business more stable since it maintains and sustains all the gains achieved and prevents slipping from the correct path of success. Since Apple has been consistent in innovation and sustained growth concentrating on the quality management of every product will be easy because each process of production will be monitored (Netessine, & Tang, 2009). Making practical and implementable innovations will be supported by making sure the innovations do not disappoint the customers who will in turn build confidence in the products developed by Apple. Every area of production and process that the iPhone 4 or other products undergo will be supervised for its quality standards before being released to the markets.
Netessine & Tang (2009) continues explaining the products must be user friendly and fully satisfy the customers expectations based on the features advertised on the products. Making a product that does not meet the required standards and specified features will be identified in the quality management system and corrected before release into the markets.
Apple’s development of an effective quality management system will firstly, aim at setting the directions to be followed and the means to meet all the expectations of the customer. Secondly, it will seek to improve the process control; the process will be monitored and supervised through different measures and set standards making sure the products are tested for any defaults. The system will also be implemented to reduce wastage; the process should have minimal wastage of materials in that they are all used economically and effectively. Less waste does not mean that materials will be spared to make more products but the materials are used at right amounts and quantities.
The process must also seek to lower the costs. Costs of production are often reduced by an effective system that avoids wastage and recalling of products. In this case the recalling of products that does not meet the customers’ requirements, replacing cases, or refunding those purchased will increase costs which will reduce profits (Gitlow, 2001). In essence an effective quality management system must seek to maximize the profits of the business. It must also increase the market share; this can be done through attracting more customers to buy the products. The iPhone 4 has its uniquely developed features that attract customers however this could set back by the fact that quality is an issue. Nersesian (2000) explain that customers will avoid the products which will reduce market share. An effective quality management system tries to increase the market share by building confidence in the customers for the products created. The quality system must facilitate training to those producing and processing the products so that they are aware of their tasks and be able to accomplish them effectively. This will involve all staff who must be informed on the goals and objectives of the business. The workers must also work with high morale so as to avoid mistakes either deliberately or errors; this will make the supervision process and the quality management process easier and implementable.
1.4 Quality System
The need for quality is vital and thus documented in manuals instructions, procedures, and specifications which come in three levels. This are the quality management system as level one, the operational business policies and proce...