These slides are based on an article "The apple story". It tells about the overall transformation of Apple company and products.

1. THE APPLE STORY

2. Introduction
• Apple Inc.(previously Apple computer, Inc.) is an American
multinational corporation.
• Apple Inc. ignited the computer revolution in the 1970s with
the Apple||
• The company best known products includes the Machintos line
of computer, the iPod, the iPhone and the iPad.

3. Deconstructing Steve Jobs
• Creativity and Cutting Edge Technology
• Transformed half a dozen industries
• Triple ‘F’ mode
• “Function”
• “Functionality”
• “Form”

4. Apple||
• The Apple II (stylized as apple ][) is an 8-bit home
computer and one of the world's first highly successful mass
produced microcomputer products,designed primarily
by Steve Wozniak.
• Rather than use a complex analog-to-digital circuit to read the
outputs of the game controller, Wozniak used a simple timer
circuit whose period is proportional to the resistance of the
game controller, and used a software loop to measure the
timer.
• Sold around a total of SIX million pieces over 16 years.

5. The Macintosh
• Xerox Corporation – Palo Alto Research Center- concept of
bitmapping.
• Apple’s theft of bitmapping.
• Jobs couldn’t claim credit for bitmapped screen.
• Make the Macintosh boot up 28 seconds faster.

6. Xerox mouse & Apple’s mouse

7. iTunes & iPod
• Greater Emphasis on functionality than function of products
• This has rewarded Apple with sky rocketing sales for years to come
• The concept of ‘three clicks’
• This design criteria has had a cascading effect on all of Apple’s
products’ design

8. Jukebox & iPod

9. iPhone & iPad
• iPhone offered a revolutionary way of navigating through features
• iPad’s design was more profoundly impacted by the
Functionality > Function design criteria
• It was the pinnacle of intuitive interface comparing to similar
products developed in previous decades

10. • What is Functionality?
• Difference btw Function and
Functionality
• Analysis Before Purchase
• Functionality According to the
author.

11. Form
• The first Chairman and one of the major investors in Apple?
• 3 Principles
1.Empathy- “We will understand their needs better than any other
company”
2. Focus- “In Order to do a good job of those things that we decide to do, we
must eliminate all of the unimportant opportunities”
3. Impute- “We may have the best product, the highest quality, the most
useful software..”
Function Functionality Form

12. • The name Apple Computers by Steve Jobs
• The Name Sounded Fun, Spirited and not intimidating
• Apple disarmed the average person
• The logo-Apple- tree of knowledge-Americans will know

13. Mass Production of art
• Apple Team-Exhibition of Tiffany Glass at the museum
• To learn great art could be mass produced
• He liked the notion of simple and clean modernism
• No distinction between fine art and applied industrial design
• Power Mac G4Cube -21 century-exhibited in NY’s Museum of Modern
Art.
• It was a pure expression of the Apple aesthetic philosophy.

14. Minimal,yet playful
• Design sensibilities-Black Turtleneck –Issey Miyake-
100 of them-Buddhism
• Motto
Simplicity is the ultimate sophistication
Real artists simplify
• Jony Ive? – To be truly simple, you have to go really
deep. Deep enough to understand the essence of a
product.
• Products should look friendly
• “Ideas and inspiration” turned into reality-
Macintosh-Human face
• He believed “Design is the fundamental soul of a
man-made creation that ends up expressing self in
successive outer layers”
• Apple Design philosophy-Hartmut Esslinger(German
Designer)-”Form follows emotion”-familiar to “Form
follows function”

15. ON THE SCREEN

16. • FONTS
• FONTS
• FONTS
• FONTS
• FONTS
• FONTS
• FONTS
• FONTS
• FONTS

17. What you don’t see is as
important

18. Paul Reinhold Jobs + Steve Jobs

19. Craftsmanship Aesthetics
Passion Obsession

20. The Packaging

21. People do judge a book by its cover
• Powerful Message
• Perception
• Experience
• Ritual of Unpacking

22. Reset and start over

23. • Ability to Press the Reset Button
• Desire and Confidence
• Willingness to get it Redone

24. Backfire: Design versus
Engineering

25. • Minor Hiccups
• Conflicts
• Design Team and Engineers
• Clash of ideas
• Future Problems

26. The stores

27. “The store will become the most powerful
physical expression of the brand,”
• Creating hoopla and excitement
• Competition among customers on who would be the 1st to enter
• Specific shades of colours, patterns and textures and designs
Apple’s Manhattan Fifth Avenue store

28. Summing up Steve
You will never need an Apple, but you will always want one
Fortune magazine has
rated Steve Jobs as the
greatest entrepreneur of
our time
• Great Influencer
• Made huge
Contributions
• Understood his
strengths
• Leveraged his
position
• Remains
Unchallenged