DESIGN THINKING AND INNOVATION AT APPLE

Group Members Sameer Mirani (12DM143) Sanjukta Sen(12DM144) Sai Pawan(12DM139) Shreya Srivastava(12DM153) Sonam Srivastava(12DM1 ) Umang goel(12DM179)

DREAM OF EVERY COMPANY

Revolutionise industries
Most valuable company Innovation Attention to detail Customer value creation

INTRODUCTION

March 2012-$600 share price Market capitalisation $500 billion , annual sales exceeding $100 billion

Worth three times the industrial giant GE and exceeded value of Sony Corporation by a factor of 25

By 2012- had changed computer, music, mobile and

retail industries

Success- desire to develop insanely great products

UNIQUENESS OF APPLE

Ventured into new businesses-competition No to conventional working style Never afraid of experimenting out of it core markets

It built retail stores when competitors were moving to

direct sales and distribution models

Consistency of innovation

Design thinking is not about magic its about generating practical & value-creating ideas and translating them into real market applications that drive growth

DESIGN THINKING
In

mid-1970 no concept of PC were seen as data processing devices

Computers

Steve Jobs goal- to design a computer that support and

foster the individual work

See-

how it benefits and want that benefit for themselves customer to fall in love with the products

Potential

SIMPLICITY IN DESIGN AND USE

Cordell Ratzlaff noted :
We

did the design first. We thought of what people want and need and how would they interact with their computers.
Design

target- worked with engineering to reach it.

lot of creativity and ingenuity at the design side. products highly interactive .

Apple

of details are taken care of - design sensibility - Simplicity is the ultimate sophistication
Smallest Apple

products are known for what they dont contain.

When

smallest detail is scrutinized, it is possible to discover what can be lived without and what can be developed elsewhere design sense.

BEYOND FASHION
Apples ability to tap into the zeitgeist a sense of what is popular, fashionable, trendy at the moment. There is more to coolness than fashion. The appearance of Apples products is thus the result of painstaking attention to detail Apples vision of simplicity no compromise between simplicity of use and functionality.

INNOVATION, PRODUCT DEVELOPMENT STRATEGY AND EXECUTION

Innovation, Apples

product development and execution have been deeply intertwined with Apples history and Steve Jobs influence on it.
first personal computer, the hugely successful Apple II, premiered in 1978 and Apple in 1980 had a hugely successful IPO.
In

1984, Apple brought out the Macintosh and through the years developed several models of Mac which resulted in huge profitability for the firm.

However Apple faced massive competition from IBM clones and underwent a decline in its sales and profit. In 1985, after an internal power struggle Jobs left Apple and went on to co-found Pixar Studios and NeXT. From 1985-1997 Apple was run by John Sculley, Michael Spindler and Gilbert Amelio. However the firm rapidly lost its market share to Microsoft and Intel during this period. During 1995, a decision was made to start licensing the Mac OS and Macintosh ROMs to 3rd party manufacturers who started producing Macintosh clones. This was done in order to achieve deeper market penetration and extra revenue for the company. This decision lead to Apple having a 20% market share till 1997.

The companys creative technology development processes became traditional during this period. Furthermore, Apple had created too many similar models that confused potential buyers with essentially the same computer being sold under a number of different names. Steve Jobs returned to Apple in 1997 following the company's purchase of NeXT. He stopped the licensing programme, reduced the product lines and launched the website, Apple Store, for direct sales. The sophisticated marketing, design and development was revived and Apple brought out the successful iMac in 1998 which announced the companys new emphasis on design and aesthetics of its products.

From

2001-2006 , Apple introduced a number of designs of different products successfully such as iPod, iMac, MacBook and launched the iPhone in 2007.
In

2006, Apple started producing Intel-based Mactinosh computers. This transition was made possible due to Apples chief operating officer, Tim Cook who played a key role in the firms razor-sharp production and supply-chain success.
Another

revolutionary innovation by Steve Jobs, the iPad tablet was launched in

2010.

PLATFORM STRATEGY
A platform strategy is basically a broad range of products designed based on a common core technology or design. Apples computers, iPhone and iPad all use the OS X operating system. Apple benefited by the common platform due to a more efficient product development process and reduction in costs. Also its derivative products make use of existing design elements in the platform. Similarly the customer gains the benefit of increased quality and reliability of a product and repeat customers have an ease of use because of commonality of elements.

ITERATIVE CUSTOMER INVOLVEMENT

Apple insisted on integrating customers experience into its design and development process. A really good question is What do people expect? The more user testing a piece of software has, the smoother it can become Bill Atkinson, Apple Graphics Application, MacPaint

BEAUTIFUL PRODUCTS

The original iPod was not discontinued, but sold alongside the new one and continued to flourish.

The importance of design is a motivation to continued innovation, rather than a static approach that assumes single conclusion. A close attention to new materials and manufacturing processes can offer new opportunities for product innovation.

I AM CHIEF INNOVATOR
JOBS/APPLE JOBS Design Sense

BOLD BUSINESS EXPERIMENTATION

Decision to move into retail (2001). Dell Bricks to Clicks Who would be coming to apple store And for what reason ? But apple generated foot traffic.

Against conventional wisdom never responded to what is going on in the world world celebrates open platforms, collaboration, third party developers but Apple ? Constant learning and adaptation making progress by eliminating things Trasformation in iPod,iPhone and iMac

CONSTANT LEARNING AND ADAPTATION

Constant Progress by eliminating things but later the products evolve and things missing are included again. Commercial rationale was making products which Rest of Us could use Motive wasnt to eliminate functionality or removing features but making it elegant and simple

EXAMPLES
iPod One material and product in the beginning but another product with wide array of colours in another version. iMac In 1998, came in multiple colors and in one determined shape but evolved over the years and became a machine in White with vastly varied configurations iPhone Now has a developer platform and countless dedicated applications iTunes Store : Digital Rights agreement that animated it has been discontinued.

Embraced the platform of their enemy depicted in the 1984 Super Bowl Ad The Development of OS X based on NeXT Architecture and which ultimately accommodated PC and Windows compatibility. Resulted in $150mn investment from Microsoft.

APPLE THE FUTURE

Apple post Steve Jobs ?? Role of Tim Cook Current position of Apple