It's a symbolism thing. It gives Apple more credibility and a better ability to sell products into enterprise. Value increase right there. And their employees

It's a symbolism thing. It gives Apple more credibility and a better ability to sell products into enterprise. Value increase right there. And their employees now have to take enterprise requests (customization, security) seriously, since IBM is a stakeholder). It gives IBM an excuse to hire/fire people to meet the quality standards of Apple. They get to shift their culture and orientation with real business cause. The employees will look up to Apple now that Ginny's endorsed the friendship. It's not just a deal. It's a symbolic partnership as well.