“John Sculley, the former PepsiCo president who served as CEO of Apple during most of the 1980s and early 1990s, says that while Apple is ‘an extraordinary company,’ it has not done enough to adapt its products to suit emerging markets,” Neil McAllister reports for The Register.

“In a video interview with Bloomberg on Monday, Scully – who is perhaps best known for a 1985 coup in which he ousted Apple cofounder Steve Jobs – [said] ‘Apple’s a premium-priced story… And now it needs to adapt to where the growth is, which is the emerging markets. And the price points are going to be dramatically different in the emerging markets,'” McAllister reports. “Sculley’s comments echo recent rumors that claim Apple is in fact already working on a redesigned iPhone that will carry a lower price tag, aimed specifically at emerging markets such as China and India.”

“Sculley joined the company in 1983, after Jobs famously asked him, “Do you want to sell sugared water for the rest of your life? Or do you want to come with me and change the world?” By 1987, Jobs was out and Sculley was reportedly the highest-paid exec in Silicon Valley, pulling down a stunning (for the time) $2.2m per year,” McAllister reports. “Sculley’s reign over the fruity firm was a tumultuous one, however. He was widely criticized for lacking the technical background to understand what made Apple’s products tick, and he was ultimately forced out by Apple’s board in 1994, after a series of market missteps.”

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Tim Worstall writes for Forbes, “Well, yes, so that’s decided then. It’s a bit like listening to Polly Toynbee proffering political advice: whatever it is that she’s pushing do the opposite and you’ll be fine. Given that Sculley says Apple must have low priced entry level models clearly the firm should refuse to even think about them and concentrate instead of making premium priced and aspirational products.”

“After all,” Worstall writes, “owing to his poor performance at Apple, Condé Nast Portfolio and Business Insider have both included Sculley on their lists of the worst American CEOs of all time.”

Read more in the full article here.

MacDailyNews Take: Once again, you can bet that if Apple enters the pre-paid phone market in emerging markets, they most certainly will have margins and they will make a profit on each device sold.

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Former Apple CEO Sculley gives his take on Steve Jobs – January 13, 2012
John Sculley: I wish I told Steve Jobs ‘This is your company, let’s figure out how you can come back and be CEO’ – Septemeber 13, 2011
Steve Jobs steps down the first time: The 1985 press coverage – August 26, 2011
John Sculley: Apple’s big mistake was hiring me as CEO – October 14, 2010
Sculley: Uh, maybe I shouldn’t have fired Steve Jobs – June 7, 2010