Below are slides from a presentation I gave in Fall 2016, for Christina Wodtke’s class Creative Founder at CCA.

1. Apple
Lessons from the past
Creative Founder
Fall 2016
Alessandro Battisti

2. HISTORY

4. Steve Jobs & Steve Wozniak start Apple in a garage

5. Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted

6. Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted
Apple goes down the tubes

7. Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted
Apple goes down the tubes
Jobs comes back, bromance with Jony Ive

8. Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted
Apple goes down the tubes
Jobs comes back, bromance with Jony Ive
iPhone $$$

9. Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted
Apple goes down the tubes
Jobs comes back, bromance with Jony Ive
iPhone
…?

10. ARE THEY IN DECLINE?

11. Hardware
Software
Services

12. 2016 second quarter, March 26, 2016.
Apple posted quarterly revenue of $50.6 billion
and quarterly net income of $10.5 billion
http://www.apple.com/pr/library/2016/04/26Apple-Reports-Second-Quarter-Results.html
Hardware

14. http://www.apple.com/pr/library/2016/04/26Apple-Reports-Second-Quarter-Results.html
iPhone = $33 billion in revenue

15. “Last quarter, iPhone sales were down 16 percent
year-over-year.”
Tom Warren
Journalist, The Verge
http://www.theverge.com/2016/7/26/12289832/apple-iphone-sales-q3-2016

17. Hardware | Industrial Design

18. Hardware | Industrial Design
“At heart, Apple is a hardware company, not a
software company, not an internet company, and not
a services company. Each of those product types
optimizes around a certain culture.”
Hugh Dubberly
formerly head of Creative services at Apple

19. “…the new iPhones include several new features,
including water resistance and upgraded cameras,
they look pretty much the same as the old ones.
The new Apple Watch does too.
Farhad Manjoo
Tech columnist, New York Times
http://www.nytimes.com/2016/09/08/technology/whats-really-missing-from-the-new-iphone-dazzle.html?_r=0
Hardware | Industrial Design

20. Hardware | Industrial Design

21. https://www.youtube.com/watch?v=IbWOQWw1wkM
Hardware | Industrial Design

22. No sustainable business model
for iOS software.
Services | App Store

23. “Paid apps now make up a vanishingly small
proportion of my income, and nearly all of my
recent successes have come from free apps.”
David Smith
iOS Developer
https://david-smith.org/blog/2016/09/05/evolving-business-app-store-business-models/
Services | App Store

24. David Smith | Proportion of revenue
in-app purchase
paid
ads

25. Software | Human Interface

26. “Apple is destroying design.
Worse, it is revitalizing the old belief
that design is only about making things look pretty.”
Don Norman
director, Design Lab at UC San Diego
https://www.fastcodesign.com/3053406/how-apple-is-giving-design-a-bad-name
Software | Human Interface

27. Software | Human Interface

28. …ARE THEY IN DECLINE?

29. “We believe in a wireless future.”
Jony Ive
Chief Design Officer, Apple