Apple is known for its focus on design thinking and innovation led by the CEO. Its products are conceived to be highly interactive yet simple to use, focusing on what features are excluded rather than included. Apple designs its products from the inside out with painstaking attention to detail and no tradeoffs between simplicity, aesthetics, and functionality. It pioneered personal computer usage by making customers fall in love with its machines. Apple evaluates products at inception and involves customers iteratively through the development process to focus on their experience.

1. Apple
Strategic Management-2
1
Group 5
Anand Kumar 12P127
Ankush Singla 12P129
Bhoomi Ashwin 12P131
Aditya Ram Chadha 12P132
Siddharth Bharadwaj 12P170
Soumyajit Sengupta 12P171
Design Thinking & Innovation

2. Apple Way
Apple
Way
Design
Thinking
Developme
nt Strategy
and
Execution
CEO as
Chief
innovator
Bold
Business
Experiment
ation

3. Route to Success
• Products known for what they do not
contain i.e. simplicity is the ultimate
sophistication
• Products were conceived as being
highly interactive
Simplicity in
Design & Use
•Apple products have an inside out design which is
a result of painstaking attention to detail
•There was no tradeoff between simplicity of
use, looks and functionality
Beyond
Fashion
Pioneered PC usage by making customers fall in love with their computers
Inspiration Ideation
Implementa
tion

4. Apple Product Developments
Evaluation at Inception Marketing Requirement
Document
Engineering Requirement
Document
User Experience
Document
Excellence in Execution
Works intimately with
manufacturers and
completely attuned to
customers
Interested in material
selection and how
things are
manufactured
Platform Strategy
Envision a family of
products at earliest
stages of product
concept and planning
Streamlined portfolio
and extensive reuse
within product families
Benefits the
company, its
employees and also the
customers
Iterative Customer
Involvement
The best way to design
software is with the
customer :
Participatory design
Customer’s experience
is considered in design
making
Beautiful Products
Design used as a
motivating factor to
continue innovation
Passion for close
attention to new
materials and
manufacturing
processes

5. Steve Jobs is Apple.. Apple is Steve Jobs
Refined
design
sense
New spaces
for the
company
Steve
Jobs
Across the
board
excellence
“The system is that there is no system.”
- Steve Jobs
“Think different.”
- Apple Advertising Slogan
Retail stores
=
Architectural
Statements
Genius Bar Foot Traffic
iTunes
=
Music Store

6. SWOT Analysis : Apple
Strength
- Strong brand image
- Customer experience
- Innovative design approach
- Simplicity with sophistication
Weakness
- OSX is limited to Apple products
- Some features are compromised to
maintain simplicity in design
Opportunities
- New retail stores
- Increasing Apple-loyal fan base
- Widespread usage of smart phones
- Tablet computers
Threats
- Steve Jobs’ illness & subsequent death
- Rise of competitors
- Intensification of open source movement
Apple

7. Critical Success Factors & Process Design @ Apple
Apple is a perfect example of using core competencies for creating competitive
advantage in strategic competitiveness and sustainable competitive advantage

8. Thank You!