rephrase: organizational structure always creates opportunities for business development. However, the organization structure can equally impose limits regarding the manner in which a firm develops. In the case of Apple Company, for example, the organizational structure is largely a traditional chain of command, with some major elements from various kinds of organizational structures. In essence, Apple Company's success is associated with the leadership and innovation of Jobs Steve, but its organizational structure is partially responsible for sustaining such leadership (Hartley & Chatterton, 2015: 92). Currently, under the leadership of Tim Cook, Apple Company has made various changes in the organizational structure in order to suit industry and market demands. Hartley and Chatterton (2015: 103) argue that the organizational structure of Apple Company is efficient in supporting as well as sustaining business performance to guarantee leadership effectiveness in the industry. Nevertheless, further changes need to be made in the organizational structure to enhance Apple Company's capabilities, particularly in the section of creative and rapid design and innovation