apple case study

design as an company asset

www.buyukdemirci.com
KORHAN BYKDEMRC

7th 11 2006 | Helsinki

1983

The Apple Lisa was the rst home computer with a GUI or graphical user interface.

Today: %75.6 US market

2006 1Q US PC market share 1) Dell 32.1% 2) HP 23% 3) Gateway 6.4% 4) Apple 6.1%

2006 1Q Worldwide PC market share 1) HP 16,3 % 2) Dell 16.1 % -------------3) Lenovo 4) Acer 5) Fujitsu siemens

2006 3Q iPod market share US 75 % UK 40 % Japan 54 % Canada 45 % Australia 58 %

2006 3Q iTUNE 87 percent of all legally purchased and downloaded music in the United States 5th online music store after Amazon in US. More than 2,9 million songs and 70 tv shows

welcome

Mission Statement: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet oerings.

iTUNE 87 percent of all legally purchased and downloaded music in the United States 5th online music store after Amazon in US. More than 2,9 million songs and 70 tv shows

core values
Design and innovation Ease & simplicity quality

product portfolio 7 11 2006

th

PC

Consumer Mini, imac Mac book ilife, iwork, front row .mac

Professional Mac Pro Mac book Pro Final Cut studio, Aperture, Logic Pro, Shake .mac

Education imac

Desktop Laptop Softwares Services

ilife, iwork, front row .mac

product portfolio 7 11 2006

th

Consumer Electronics, Home entertainment

Music Player Services `itunes` Cinema Displays HiFi MediaCentre

ipod video ipod nano ipod shue ipod nano RED ipod U2 photos, videos, musics, tv series, movies, podcasts Apple Cinema HD Displays 20 25 30 ipod home stereo itv (coming on market 2007 1Q, steve jobs keynote speak on www.apple.com)

When I joined Apple the company was in decline. It seemed to have lost what had once been a very clear sense of identity and purpose. Apple had started trying to compete to an agenda set by an industry that had never shared its goals. While as a designer I was certainly closer to where the desicions were being made, but I was only marginally more eective or inuential than I had been as a consultant. This only changed when Steve Jobs (co-founder of Apple) returned to the company. By re-establishing the core values he had established at the beginning, Apple again pursued a direction which was clear and dierent from any other companies. Design and innovation formed an important part of this new direction.

Jonathan Ive

Senior Vice President of Industrial Design

design | business | technology

INNOVATION & ASSETS

GUI design Usability Candy like Graphics int. MAC OS X Product design Attractive visual look Modern fresh material Ergonomics Coorporate identity design

itunes 99 per song free videos tv series podcasting movies videos .mac apple care genius bar

intel coreduo chipset production quality material quality quality chipsets

Strength
Design & innovation capabilities, Distinctive graphical user interface Ease of use Own operating system windows parallel Reliability

Weakness
Expensive, compared to other competitives eg: Dell Repair and service issues such as: ipod battery Wi capabilities of Ipods

Opportunities
Mobile Phone business Home entertainent, digital tv

Threats

Linux, Microsoft vista Microsoft Zune media player, Microsoft media center = FrontRaw Iphone vs. Ipod Ipod design became dull

experience
The Product Experience functional attributes of the product, how well the thing works (e.g. special ingredients in a product) experiential features, how the product works (e.g. technologies in production process) aesthetics (design, colors, shapes of the product) The Look and Feel The look and feel includes the visual identity (name, logo, signate, packaging, store design, Web Sites) Experiential Communications Experiential Communications include the advertisement; it has to provide value, inform and entertain the customer (it diers depending on B2B or B2C) Customer Service It is important not to forget the aspect of customer service in the overall brand experience. Specically, the cradle to grave aspect of the customer chain should not be broken--this ensures that the brand promise is not broken.

experience
The Product Experience The Look and Feel Experiential Communications Customer Service

Experience 1 The Product ipod Platform visceral | behavioral | reective

1D
Chrome

Aluminium Glossy black plastic Glossy white plastic

2D 3D

Basic geometries, organic forms Circles, squares, rounded corners, organic shapes

click wheel, soft feeling, clean looking, easy interface, one nger navigation, itune extension as simple as possible both visually and user interface

Experience 1 The Product ipod Platform visceral | behavioral | reective

as simple as possible both visually and user interface click wheel, soft feeling, clean looking, easy interface, navigating while holding coee with other hand click wheel can refer to old volume knobs or radio buttons

Experience 1 The Product ipod Platform visceral | behavioral | reective

4D

soft forms, make it more user friendly, glossy shiny white it looks like candy distinctive white headphones, emphasized by ads eye catching 6 shiny colors simple design carry all your music everywhere young, trendy, music lover Ipod Nano RED(TM) public support & funding against AIDS in Africa

The Look & Feel name & logo | packaging | store | website 2 apple experience

apples current logos, simple (redesigned 1998) apple is not using apple name next to the logo

iMac Mac Pro Mac mini MacBook MacBook Pro

Most Apple product names starts either i or includes mac i could be regarded at abbreviation for intelligence as used in movie i robot; Mac refers to old Apple Macintosh computers

Application of Apple Logo

In 2002, Apple gradually started using a variant of the Adobe Myriad font family in its marketing and packaging.Humanist sans-serif types have subtle organic shapes and monotone color, balanced by varying letter widths and open counter shapes. The voice of humanist sans-serif types is warm and friendly

The Look & Feel name & logo | packaging | store | website 2 apple experience 2005

ipod shue package See through transparent package with ipod name and apple logo. No need for product photo.

2006

In 2006, package graphics replaced with real photos, scenes and 3 dimensional moving eects

As ease & simplicity are the core of Apple Brand, packages are designed in these principles; Only picture & name of the product on white/black background.

The Look & Feel name & logo | packaging | store | website 2 apple experience

Package out experience of 3rd generation iPod 15GB

Designed by Apple in California is written,

http://www.ilounge.com/assets/images/reviews_apple/ipod15gb/setb/index.php

The Look & Feel name & logo | packaging | store | website 2 apple experience Interior design; Wood has been selected for the exhibition tables natural feeling of wood gives warmth to space Glass is used to make space lighter and bigger, Products has been placed on sidewalls to try Walls are either white or covered with aluminium aluminium to give technological feeling Service; Genius Bar & The Studio sections Apple is asking its distrubutors to change their names to Apple reseller, Apple centres are only owned by Apple itself.

The Look & Feel name & logo | packaging | store | website 2 apple experience

Analysis Apples retail store strategy continues to evolve away from a store-front sales approach and toward making the stores into the techno-equivalent of the neighborhood bar -- a place to visit, meet friends, learn and have an enjoyable time. it was obvious that Apples retail stores didnt operate like other stores. The stas hands-o attitude signaled that the company actually wanted visitors to come in, use the computers and other gear, and feel comfortable checking their e-mail. The in-store theaters were also a clue that Apple wanted the stores to be a focal point for instruction and training on Macintosh computing and the digital lifestyle. The stores on-going and special events were also evidence of the companys attitude that its retail stores were a gathering place. The stores also have Switch At Six workshops on weekdays, when Windows users can receive an introduction to the iLife applications, and then explore how to use a Macintosh computer. On Tuesdays by appointment, the stores hold School Nights At the Apple Store, when students and teachers visit to showcase their Macintosh computer projects and accomplishments.

The Look & Feel name & logo | packaging | store | website 2 apple experience

Openning page of www.apple.com, 7TH 11 2006 As usual white background with graytones, Clean, simple design, Mac OS style menu design, More images than texts, supported by many ad videos and product explanation videos

The Look & Feel name & logo | packaging | store | website 2 apple experience

new product features, TV advertisements, all the rst things to know about apple online store, all apple products + 3rd company ipod suppliers + Canon digital cameras + printers ipod+itunes section where you can download itunes and submenus for each ipod product info & trials & access to the .Mac account Quicktime info & download & movie trailers Online customer support Info on upcoming and existing operating system
HotNews Get a Mac Hardware Software Made4Mac Eduction Pro Mac@work Developer Where to Buy Your Account View Cart Saved Cart Order Status Customer Service Download iTunes Store This week Jukebox Sync with ipod ipod shufe ipod nano ipod Home Mail Adress Book Bookmarks Homepage Groups icards Help Log in download advncd search Leopard Sneak movie trailers downloads peek quicktime manuals Mac OSX Tiger guide specications Switch why quicktime discussions Widgets products training Downloads developer Server Developer Resources Feedback

TV Ads, infos, campaigns about all products

Online services physical products

Online services virtual products

Customer Care extensions, info

experiential communications yesterday | today 3 apple experience

If you can point you can use a Macintosh Ease & Simplicity are core values

experiential communications yesterday | today 3 apple experience

Baked Apple ad about customer service

experiential communications yesterday | today 3 apple experience

Imagine that ad about competitors. MacOS has been one of the main asset of Apple computers

experiential communications yesterday | today 3 apple experience

1996 Apple advertisements, target customer looks quite dierent than todays.

experiential communications yesterday | today 3 apple experience

The Think Dierent campaign, launched in 1997, was a central factor in Apples recovery from nancial diculty, winning admiration for creativity as well as focused attention for new products.

experiential communications yesterday | today 3 apple experience

experiential communications yesterday | today 3 apple experience

Where do we begin? PCs are for the stuff we have to do, like pie charts and spreadsheets. Macs are for the stuff we want to do, like photos, music and movies. On a PC viruses and crashing are normal. On a Mac, everything just works the way it should. And unlike PCs, a Mac comes really to do all the things you want, the day you bring it home. Sounds like differences get used to? Read on.

experiential communications yesterday | today 3 apple experience

Better Results in iMovie

MS Oce in Mac

Restarting Pc

Networking compatibility

Out of the box, installation

Accident, powercord

Trust, many spywares for Pc

Fun stu, Piecharts of holiday

experiential communications yesterday | today 3 apple experience

iPod Ad

iPod nano Ad

experiential communications yesterday | today 3 apple experience

Completely Remastered iPod nano Tv ads new 3d silhoutes styles

experiential communications 3 apple experience BRAND PERSONA

Hi, I am a PC I am boring, formal, cold, old, unreliable, slow, not inspiring

Hi, I am a mac I am cool, trendy, young, friendly, casual, reliable, fast, looking for fun,

customer service 4 apple experience

The AppleCare Protection Plan is a uniquely integrated service and support solution that extends the complimentary coverage on your Mac to three years from the computers purchase date. This comprehensive plan includes expert telephone technical support, global repair coverage, onsite repairs for desktop computers(1), web-based support resources, and powerful diagnostic tools all for one economical price.

online support through www.apple.com

customer service 4 apple experience

ProCare. Taking care of you. The novice you, who needs a little help learning your way around the Mac. The creative you, who could use a few tips on editing and burning your own DVDs. Even the hurried you, who needs a repair turned around, pronto. ProCare oers everything you need to get the most out of your Mac and out of yourself. All for only $99 a year. So go ahead. Ask us about ProCare. Its only available at the Apple Store Free Apple Workshops Mad about movies? Passionate about pictures? Totally into tunes? Our free, hour-long Apple Store Workshops let you extend your knowledge, boost your skills, and meet people that share the same interests. Qualied Mac Specialists present tips, tricks, and advice thatll get you up to the next level.

The place to go to help you bring your creative projects to life. Working on something wonderful? If youve got the vision, were here to help with the details. Whether its a movie, a photo album, a song, or a presentation, the creative professionals in The Studio can give you the technical expertise and creative suggestions to help make it a reality. Use the new online Apple Store Concierge to make a reservation at The Studio. ProCare. Its only available at the Apple Store

The place to go for advice, insight, and hands-on technical support. Wondering how to use a new program, import your music into iTunes, or go wireless? What if your Mac or iPod needs to be repaired? Look no further than the Apple Store Genius Bar, where you can talk face-to-face with a highly trained Mac Genius. Our Geniuses will answer all your technical questions, troubleshoot problems, and explain it all in language thats easy to understand.ProCare. Its only available at the Apple Store

near future

Apple community emphasize on customers by openning more new stores

iPhone entering mobile communications market

iTv to become the centre of home entertainment

Mac OsX leopard more 3D graphic eects and internet integration

steve jobs summary

1997 | 1998

References
http://www.designmuseum.org/design/jonathan-ive http://www.apple-history.com/ www.apple.com http://en.wikipedia.org/wiki/Apple_Computer http://us.gizmodo.com/gadgets/portable-media/ipod-bar-japan-great-service-but-the-cocktails-need-work-139631.php http://digg.com/apple/Huge_Archive_of_Apple_Ads http://www.duncans.tv/2005/apple-think-dierent http://www.dpto.com.br/historia/mac/mac.htm