Apple 737
AppleAir Now Boarding?
Don’t you wish? How would you feel if Apple were to be launching a new airline– AppleAir. Chances are, if you’ve been an Apple customer, you would rejoice in knowing that you could look forward to a whole new way of flying. After all, that is what we’ve all come to expect from a company like Apple; innovation, great customer service and a dedication to excellence.
Have you ever wondered how an airline like American Airlines could have made things turn out differently for their company of 80,000 employees? Perhaps it could have started with how they viewed their obstacles, responded to competition and dealt with their employee family. Let’s take the virtual bankruptcy in 2003 in which American obtained concessions from all unions to keep it out of bankruptcy court. Following the concessions, American was slow to improve their lost baggage statistics, customer service ratings, in-flight offerings and fleet. As the airline’s reputation declined, they continued to publicly state that their fuel and people-costs were what was still holding them back. They were locked in a box!
How Apple Coped
If you recall, Apple Computers was in a precarious state in the mid-90′s when Microsoft was taking over the world. It was at this point that Apple management could have chosen to blame their misfortunes on the cost of employees or the hand they’d been dealt by fate; instead, Apple chose to rethink how they think and do business.
By the late 1990′s, Apple demonstrated their ability to view enemies as stepping stones to success as they allied with Microsoft to create software that could function on the Mactintosh. With this alliance, they received $150 million dollars of much needed capital and sent a message to many that Apple products just may be an option for them after all. I was one of those 
Apple was thinking big and had tapped into the “Secret” that has brought many companies and individuals back from the brink. They chose to see a world of possibilities, innovation and abundance that would return them to profitability rather then taking the blame and deprivation route. At Apple, people at all levels were tasked with seeing the corporate vision though to reality. The people of Apple felt viewed as valuable and knew they were participating in a company that would change the world. In the end, this spirit propelled them to unprecedented levels of success. Of course there are problems at Apple too such as their labor issues in China, but the reinvention of Apple is the main point here and the situation in China is one that will have to be dealt with at Apple; just as it must be at every US company that manufactures in China and elsewhere.
Imagine the Apple that might exist today had their management decided to practice the same methods used by the management at American Airlines to compete in the marketplace or to motivate their workers and promote their creativity. You may conclude that Apple may not have made it to 2012.
What’s Going on at AA?
Contrary to how it may appear, American Airlines is not an airline made up of whiners and complainers who are simply envious of upper-management or of rogue employees that post videos just for the hell of it. It is an airline made up of people that have many of the same qualities as those at companies like Apple. Innovation and excellence is in their blood as it is the foundation in which American Airlines was built upon. Psychological depression is sometimes described as anger turned inside out and I believe this is one of the main symptoms beings experienced by the workforce of American Airlines. Frustration and resentment is created, grows and even thrives in workgroups where individuals have something to offer in order to make a positive difference but are held back and/or disregarded en masse.
I am one of the many AA employees that watched in disbelief as airlines such as Jetblue and Virgin America stormed in and ravaged AA’s market share on the most lucrative routes. Rather than just stomp my feet, I decided to fly Virgin America to see what all the hubbub was about and after experiencing their service I could not blame any traveler that would choose them over AA.
Management ShAAke-up!
It’s time for new leadership at American Airlines headquarters. A drastic change brought on by a new management style is what took once mighty Continental Airlines, which had become known as one of the worst airlines in the late 80′s-early 90′s into one of the most respected once again. Gordon Bethune had a new vision for Continental when he arrived on the scene in 1994 and created the new Continental (now merged with United) that we came to know.
Is a new American Airlines too late? Sadly, it may be. But if I were running American Airlines, the first thing I would do was make it very clear and understood that our number one asset is the people that are American Airlines- because it is the absolute truth. Give them a task and they can see it through and make it happen. How do I know this? Well, I was an employee, starting at only 20 years old, that became disenchanted with the company after all of my idealizations of American Airlines were completely shattered during our 1993 strike. It was at that time it became apparent to me how I was viewed by upper management- as a liability rather than an asset and it was crushing to me and many of my colleagues. I found a way back and excelled once again (story shown in this video), but things we never quite the same.
The former Pan Am employees watched as their airline suffered from wanton mismanagement and now they have only memories. History does not have to repeat itself at American Airlines.
The New American Airlines
When I think about transforming American Airlines into its future self; I ask myself, what would a successful company like Apple do if it were running an airline? What would I want people to think of when they see the AA logo? Dependable, hip, elegantly simple, fair, innovative, inclusive, accessible; can you think of more? It’s all about creating an airline that provides what people want instead of what we think they should want.
An Apple Anedote
I had recently purchased my first Apple product. My new Macbook Air’s screen cracked when I closed it accidentally on the earphone earbuds I had laying on the keyboard. When I went to Apple to repair it, they did not have the part needed for the repair. I expressed my disappointment at which time the Apple associate made the decision to provide me with a brand new computer. Since then I have purchased an iPod, iPhone, iPad and an iMac and also provided an iPhone to my sister! Plus, I will be much more careful with my products since I feel such a sense of loyalty and appreciation towards Apple for how I was handled.
Apple Air would probably be a similar product to Virgin America
When I think of a new American Airlines, I think of an airline that is closer to Virgin America but with even better employee relations. The product has to come first, always! If I were running American, the days of expecting customers to tolerate an economy product that lags years behind would come to an abrupt end. Partnerships would be formed to introduce new entertainment technologies on-board, fresher interiors and cumbersome customer service policies would be streamlined to allow the customer to feel that they too are a part of American Airlines.
The new AA’s image must include a mission statement that invigorates the workforce. The days of “Pull Together, Win-Together” and “Flight Plan 2020″ must end and a new chapter of collaboration and inclusion must begin. Replace elitism with a much higher value being placed on each and every worker, no matter what their job function. Older employees with years of experience should be looked at as a treasure and/or secret weapon against the competition rather than bricks in a backpack. Harley Davidson views their older workers as a treasure trove of information and experience.
Rather than go into the innovative new airport conveniences, in-flight products and the revolutionary customer experience that a new American Airlines would offer to its customers; I instead ask you to imagine how Apple would do it and let your imagination run wild.
With the right approach, vision and valuable contributions (intellectual contributions that is) from all of the AA people, the results would surely put American Airlines back where it belongs; as a shining star in the airline industry.
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Thanks !!! So true ….
I agree with every word of this article!! As a 20 year employee, I assure you, the employees of this once great company would do all they could to serve and protect if they were treated with dignity, respect and value. Until this happens, AA is doomed to no longer exist…period. I don’t need a business degree from an ivy league school to see that. Yet those at AA management that have those degrees don’t or WON’T see that…sad, sad, sad!
A group of MONKEYS could run this place. But all we have are a bunch of horses AAsses !!
This is the airline I thought I signed up for 12 years ago….still waiting, now praying I get to keep my job.
Bravo! I know EXACTLY your vision, Gailen. As, for 24 years I have shared that vision with you.
American Airlines wastes millions of dollars a year without concern. In fact you can point out to them where they are making costly mistakes and they ignore you even though your helping them save millions of dollars a year. Imagine that? Your hurting for money and your neighbor shows you ways to save huge amounts of money to help you, then you ignore them?
One example is the seat cushions cost $100 each. Every time someone spills something on a seat, they throw out that cushion and replace it. They wash the seat covers but the seat cushions are costing AA over $4,000,000 per year on average. I told them about a company and a chemical that would allow them to re sanitize and reuse them but they laughed. That is just 1 cost savings idea from the employees. They would rather waste money on themselves and then try to find ways to save money on their people that make them great.
How can you waste money on one hand not caring and on the other hand, complain to the world that your employees are the highest labor cost that is hurting your business?
I suggest listening to the employees and investing in your people to make the airline profitable again. You get what you pay for. A happy employee is a good employee..
Hmmmm….recall that years ago the push of DELL computers….1st mistake!!
This soooo needs to be discussed!
AMR’s leaders were taught in the Pharaoh school of business : not only will the slaves do all the work, but they will pay for the tools (airplanes and fuel) and their own expenses (food, lodging), take care of themselves ( medical insurance) and throw in a little extra for the Pharaoh’s treasure(Bonuses!).
Mr. Gailen David,
You’ve done it again… written a thoughtful and witty – as well as completely doable way to help your employer. I just wish they would listen. Not only for their golden parachutes, but for the thousands that don’t have one, and work tirelessly to make flying as smooth as possible. Keep it up. -Molly
You my friend have a very narrow mind- hopefully things will get better for you. For me and those I am surrounded by, they are fantastic!
Let us remember the way Apple bounced back. It became one of the most profitable companies in the world on cheap labor,
Not so fast:) the point is that Apple would not have been able to turn the company around using the same cheap labor that every other computer company uses had it not been for their distinctive approach to product development and customer service. Buy a Dell and then buy an Apple product and tell me which company made you feel more a part of an experience you’d want to come back to sooner.
Just as low jet fuel prices do not create a successful airline, neither do low labor cost translate into $100 billion in the bank.