2. Apple at a Glance
Leading Designer of Computer Hardware and
Software
“ March 15 2012 “ Share Price – US $600
Apple = 3 x General Electrics
Apple = 25 x Sony
Changed Scenario:
• Computer
• Music
• Mobiles and
• Retail Industries
Success Mantra - “ Understanding how people use
Computing Devices and desire to develop great products”
4. Design Thinking
• The Goal of Apple was to Design a computer that
is both supported and fostered individual work.
• Apple paid heed to Smallest detail and even the
packaging of the product
• The design team were focusing on the inside - out
characteristics.
• Sleek appearance of iPhone, iPad, iPod etc has
created a sense of what is Popular and Vogue. “ Simplicity is the Ultimate Sophistication”
5. Set Backs For Apple
Apple saw a Turbulent period from 1985 when Jobs left
Market share of Apple started to decline
• Faced massive competition from IBM clones
• Rapid changes in Technology
• Venture capital investment of New competitors.
• Business market dominated by ‘Wintel’
• Shifts in strategies by Different CEOs between 1985
and 1997.
.
“ Debate revolving whether to compete in ‘cloning space’ ”
9. The CEO as the Chief Innovator
Steve Jobs’ ‘design sense’ was confident and refined and his sensibility was dominant
His temperament showed that he had a larger vision in mind and would go to any
length to achieve it
His vision emphasized on across-the-board excellence, right from aesthetics to
superior operations
Emphasis on the timely launch of high-quality products
The ideology was to put individuals and their problem-solving efforts above everything
else
The End Result: ‘Beautiful elegant solutions that work’
10. The Bold Move
Apple ventured into retail stores which
required painstaking efforts
Dell followed the concept of mass
customization
Apple launched the itunes music
store and the Apps
Entire music and movie industry
were able to access inexpensive
music.
11. Conclusion
• Apple faced Setbacks but bounced back to the success path providing
customer service in terms of design and user inferface.
• Apple Believed – “Simplicity is the ultimate Sophistication” Thus
Indirectly focusing on Psychological Behavior of Consumer.
• Apple Uses the 4P’s of Marketing .
• Apple Products are the best examples of Delighters and Satisfiers.
• Apple’s Operational strategy to focus on the design aspect gave an extra
edge to support its Cooperate and Business Strategy
• Apples Future Depends on Carrying on the Legacy of Steve Jobs’
Innovative Strategies.
