apple case study
“design as a company asset”
8TH 11 2006 | Helsinki
KORHAN BÜYÜKDEMİRCİ
www.buyukdemirci.com

1983
The Apple Lisa was the first home computer with a GUI or graphical user interface.

Today: %75.6 US market

2006 1Q 2006 1Q
US PC market share Worldwide PC market share
1) Dell 32.1% 1) HP 16,3 %
2) HP 23% 2) Dell 16.1 %
3) Gateway 6.4% --------------
4) Apple 6.1% 3) Lenovo
4) Acer
5) Fujitsu siemens
2006 3Q 2006 3Q
iPod market share iTUNE 87 percent of all legally
US 75 % purchased and downloaded music in the
UK 40 % United States
Japan 54 % 5th online music store
Canada 45 % after Amazon in US. More than 2,9 mil-
Australia 58 % lion 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, crea-
tive professionals and consumers around the world through its innovative hardware, software and Internet offerings.
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 mil-
lion songs and 70 tv shows

core values
Design and innovation
Ease & simplicity
quality

product portfolio
7 11 2006
th
PC Consumer Professional Education
Desktop Mini, imac Mac Pro imac
Laptop Mac book Mac book Pro
ilife, iwork, Final Cut studio, Aperture, ilife, iwork,
Softwares
front row Logic Pro, Shake front row
Services .mac .mac .mac

product portfolio
7 11 2006 th
Consumer Electronics, Home entertainment
Music Player ipod video ipod nano ipod shuffle ipod nano RED ipod U2
Services `itunes` photos, videos, musics, tv series, movies, podcasts
Cinema Displays Apple Cinema HD Displays 20’’ 25’’ 30’’
HiFi ipod home stereo
MediaCentre 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 effective or influential than I had been as a consultant. This only
changed when Steve Jobs (co-founder of Apple) returned to the company. By re-es-
tablishing the core values he had established at the beginning, Apple again pursued a
direction which was clear and different from any other companies. Design and innova-
tion formed an important part of this new direction.
Jonathan Ive
Senior Vice President of Industrial Design

design | business | technology
INNOVATION & ASSETS
“GUI design” “itunes” intel coreduo processor
Usability 99¢ per song production quality
Candy like Graphics free video’s material quality
MAC OS X tv series quality chipsets
podcasting
“Product design” movies
Attractive visual look videos
Modern fresh material .mac
Ergonomics
“apple care”
“Coorporate identity design”
“genius bar”

Strength Weakness
Design & innovation capabilities, Expensive, compared to other competitives eg: Dell
Distinctive graphical user interface Repair and service issues such as: ipod battery
Ease of use Wifi capabilities of Ipods
Own operating system
“windows parallel”
Reliability
Opportunities
Mobile Phone business
Threats
Linux, Microsoft vista
Home entertainment, digital tv 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 differs depending on B2B or B2C)
• Customer Service
It is important not to forget the aspect of customer service in the overall brand experience. Specifically,
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

•
1 The Product Experience visceral | behavioral | reflective
ipod Platform
1D Aluminium
Glossy black plastic
Glossy white plastic
Chrome
2D Basic geometries, organic forms
Circles, squares, rounded corners, organic shapes

•
1 The Product Experience visceral | behavioral | reflective
ipod Platform
3D as simple as possible both visually and user interface
click wheel, soft feeling, clean looking, easy interface,
navigating while holding coffee with other hand
“click wheel can refer to old volume knobs or radio buttons”

•
1 The Product Experience visceral | behavioral | reflective
ipod Platform
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

• 2 appleLook & Feel name & logo | packaging | store | website
The
experience
apple’s current logos, simple (redesigned 1998)
apple is not using “apple” name next to the logo
Most Apple product names starts either “i” or includes “mac”
iMac Mac Pro Mac mini i could be regarded at abbreviation for “intelligence”
as used in movie “i robot”; “Mac” refers to old Apple Macin-
MacBook MacBook Pro tosh computers
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
Application of Apple Logo friendly

• 2 appleLook & Feel name & logo | packaging | store | website
The
experience
2005
ipod shuffle 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 effects
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.

• 2 appleLook & Feel name & logo | packaging | store | website
The
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

• 2 appleLook & Feel name & logo | packaging | store | website
The
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.

• 2 appleLook & Feel name & logo | packaging | store | website
The
experience
Analysis Apple’s retail store strategy continues to evolve away from a store-front sales approach and toward making the stores into the techno-equiva-
lent of the neighborhood bar -- a place to visit, meet friends, learn and have an enjoyable time. it was obvious that Apple’s retail stores didn’t operate
like other stores. The staff’s hands-off 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 company’s 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 ex-
plore 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.

• 2 appleLook & Feel name & logo | packaging | store | website
The
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

• 2 appleLook & Feel name & logo | packaging | store | website
The
experience
new product features, TV advertisements, all the first 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 Your Account Download Home download advncd search Leopard Sneak
Get a Mac View Cart iTunes Store Mail movie trailers downloads peek
Hardware Saved Cart This week Adress Book quicktime manuals Mac OSX Tiger
Software Order Status Jukebox Bookmarks guide specifications Switch
Made4Mac Customer Sync with ipod Homepage why quicktime discussions Widgets
Eduction Service ipod shuffle Groups products training Downloads
Pro ipod nano icards developer Server
Mac@work ipod Help Developer
Developer Log in Resources
Where to Buy Feedback
TV Ad’s, Online Customer Care
services Online services “virtual products”
infos, extensions, info
campaigns “physical
about all products”
products

• 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 different than today’s.

• experiential communications yesterday | today
3 apple experience
The “Think Different” campaign, launched in 1997, was a central factor in Apple’s recovery from financial difficulty, 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 spread-
sheets. 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 Office in Mac Restarting Pc Networking compatibility
Out of the box, installation Accident, powercord Trust, many spywares for Pc Fun stuff, 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 ad’s new 3d silhoutes styles

• 3 apple experience
experiential communications
BRAND PERSONA
“Hi, I am a PC” “Hi, I am a mac”
I am boring, formal, cold, old, I am cool, trendy, young, friendly,
unreliable, slow, not inspiring casual, reliable, fast, looking for fun,

• 4 apple experience
customer service
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 computer’s 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 diag-
nostic tools — all for one economical price.
online support through www.apple.com

• 4 apple experience
customer service
ProCare. Taking care of you. Free Apple Workshops
The novice you, who needs a little Mad about movies? Passionate
help learning your way around about pictures? Totally into tunes?
the Mac. The creative you, who Our free, hour-long Apple Store
could use a few tips on editing and Workshops let you extend your
burning your own DVDs. Even the knowledge, boost your skills, and
hurried you, who needs a repair meet people that share the same
turned around, pronto. ProCare interests. Qualified Mac Special-
offers everything you need to get ists present tips, tricks, and advice
the most out of your Mac — and that’ll get you up to the next level.
out of yourself. All for only $99 a
year. So go ahead. Ask us about
ProCare. It’s only available at the
Apple Store
The place to go to help you bring The place to go for advice, insight,
your creative projects to life. and hands-on technical support.
Working on something wonderful? Wondering how to use a new
If you’ve got the vision, we’re here program, import your music into
to help with the details. Whether iTunes, or go wireless? What if your
it’s a movie, a photo album, a Mac or iPod needs to be repaired?
song, or a presentation, the crea- Look no further than the Apple
tive professionals in The Studio can Store Genius Bar, where you can
give you the technical expertise talk face-to-face with a highly
and creative suggestions to help trained Mac Genius. Our Geniuses
make it a reality. Use the new will answer all your technical
online Apple Store Concierge to questions, troubleshoot problems,
make a reservation at The Studio. and explain it all in language
ProCare. It’s only available at the that’s easy to understand.ProCare.
Apple Store It’s 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 effects and internet integration

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-different
http://www.dpto.com.br/historia/mac/mac.htm
http://www.thinksecret.com/news/retailcommunity.html