Apple understands very well about the goals they have.

The flow of the decision-making process is at least as follows:

Determine the problem.

Set boundaries.

Develop alternative answers.

Analyze each alternative.

Choose an alternative.

Implement decisions.

Ensure a system of control and evaluation of decisions.

In this case study, Steve Jobs used the decision-making process by means of Design or intuiting decisions, namely by developing and analyzing various possible actions, in other words Steve Jobs thought that by lowering the price of the iPhone, it was possible to generate more profits than before with iPhone sales in the market. which continues to grow and there are more and more iPhone enthusiasts. Because the iPhone is sold at a low price (promotional price) with the intention of promoting a wider range of iPhone products and introducing them to a wider community. The more iPhone users, the more famous the product is and later the iPhone deserves to be sold at a high price. But what Steve Jobs did was included in the method of authority without discussion where this decision-making was decided by an autocratic leader or in military leadership and the weakness was that it was easy for organizational members to feel distrustful of the decisions determined by their leaders in the sense that once the leader disappointed its members, the members would not believe it. again against the leader.

The decision at the Apple company is also an unprogrammed decision because this decision cannot decide how to respond to the problem, so there is uncertainty whether the solution decided can solve the problem or not, as a result unprogrammed decisions produce fewer alternative decisions.

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So Steve Jobs in reducing the price of the iPhone using the type of strategic decision, design process or intuiting and authoritative methods without discussion and resulting in an unprogrammed decision. This resulted in the disappointment of Apple customers who bought the product before the promo price, the customer felt disadvantaged. If Apple management did a preliminary ethics test in a decision (sniff test) before making the right decision, they might realize that reducing prices is also against Apple's customer service code of ethics.

Apple companies should apply some ethics so as not to conflict with the code of ethics and they can find out things like: 

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