One factor working in Apple’s favor is so-called consumerization, a broader trend in which companies become more responsive to consumer technologies like social media. Mr. Schofield said he had just gotten used to Apple’s way of doing business. “They’re not an enterprise company and they’re up front about that,” he said.
For many years, the view that Apple did not care about serving businesses was reinforced by the outspoken Mr. Jobs, who died in October. On the rare occasions when he did meet with corporate customers, Apple executives often braced themselves for the awkward moments that occurred because of Mr. Jobs’s tendency to speak his mind, according to two persons who used to work in business sales at Apple and declined to be named to avoid inciting their former employer.