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Outline
Introduction to Apple
History
Design Thinking Innovation, Product development strategy &
Introduction to Apple
Think Different Founded in 1976 Leading designer & integrator of computer hardware and
software Market Cap of US$ 550 billion and annual sales above US$ 100 billion Made radical innovations, more so, with consistency Defied conventional business logic and was not afraid to experiment outside its core markets Apple way 4 Concepts
History
1976: Introduction of Apple I 1980: Apple III and IPO
2012: iBooks
Design Thinking
Innovation powered by a thorough understanding, through
direct observation, of what people want and need in their lives and what they like or dislike, about the way particular products are made, packaged, marketed, sold, and supported
Thomas Edison- Able to conceive a full market place, not a
discrete device
Three phases Inspiration Begins with empathy Ideation Building prototypes Implementation Apples perspective The goal was to design a computer that both supported and fostered individual work
and which ones to leave out iPod, iPod Mini, Nano, Shuffle: All draw on same philosophy but adapt to new technologies and different materials
Beyond Fashion
From the start, Apple had the ability to tap the zeitgeist- a sense
of what is popular, fashionable and trendy iMac- Not about candy colored computers but computers that are really quiet, starts in 15 secs, best sound system and others
inherent at Apple
(PDA) 1992-97: Rapid proliferation of models confused customers and increased complexity at Apple
concept and planning Has a complex innovation approach: streamlined portfolio and extensive reuse within product families Benefits the company, its employees and also the customers
Excellence In Execution
After Jobs return in 1997, many changes like stopping
licensing program, changed distribution and others Tim Cook: Assigned to reduce inventory from months to days which he succeeded in performing Working intimately with manufacturers and attuned to customers
Beautiful Products
Pristine white color- intense Later changed to colors and materials Close look at manufacturing processes also helped them to
boldly move company into new spaces Knowledge work was emphasized upon more than manual work Products presented to public only just before their release CEO of the decade by Fortune magazine, 2009
strategy was booming Foot traffic was concentrated upon which interested non-Apple customers also Apple stores had highest revenue per Sq foot in entire retail sector Against Conventional Wisdom
Open source movement (Linux) was completely ignored
Conclusions
In current scenario of open platforms, collaborations, third party
developers, community design and transparency, Apple seems to be an outlier But still manages to create products that people want, win awards and garner respect After Jobs, Tim Cook has taken Apple to greater heights with an increase of share price by 60% Design thinking and Innovation helping Apple to create products that are aspired by customers and hence able to succeed