This document compares and contrasts leadership, decision making, motto, customers, customer approach, value chain, marketing, portfolio/design/pricing, talented employees, design approach, user experience, and corporate facts between Apple and Google. It discusses that Apple is led by Steve Jobs and focuses on consumers, controls its retail stores, emphasizes marketing, and has a focused product line emphasizing simplicity and luxury. In contrast, Google is led by Larry Page and Sergey Brin and focuses on advertisers, uses an open source model without retail stores, de-emphasizes marketing, and has a more diversified portfolio.

1. versus
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2. Brand value
No. 1 in the World:
$153 Billion
No. 2 in the World:
$111 Billion
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3. Innovation in technologies,
products, services and
business ...
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4. Leadership@Apple
Hero/asshole rollercoaster
In total control
90 hours a week
Introducing new products
Delivering keynotes
Cutting deals
Leave of absence...
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5. Leadership:@Google
Larry? Sergey?
- Founders...
- CEO’s...
- Technical executives
- Product executives
- Know their business and
technology intimitely
- In control
- New to the job (Eric Schmidt left as CEO in 2011)
(Swedes never learned to separate
Björn and Benny in ABBA)
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6. Decision making
Data, data, data Steve Says So
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7. Motto
Don’t be evil Think Different
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8. Customers
Advertisers Consumers
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9. Customer approach
”If I’d asked my customers what they wanted,
they’d say they wanted a faster horse.”
Henry Ford
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10. Value chain
Open source, 100% control,
No retail Retail stores
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11. Marketing
No, minimal Yes, truly important
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12. Portfolio, Design & Pricing
Diversified Focused
Simple, Simple,
Free Luxury
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13. Talented employees
”Engineers” ”Designers”
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14. Design approach
”Design is a funny word. Some People think
design means how it looks. But of course, if
you dig deeper, it’s really how it works.”
Steve Jobs
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15. User Experience
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16. Corporate facts
Founded 1998 1976
CEO Larry Page Steve Jobs
TV, Standalone applications, Desktop Mac, iPod, iPhone, iPad, Apple TV, Mac
Products extensions, Mobile applications, Account OS X, iLife, iWork, iOS
Management, Advertising,
Communication and publishing, Apple Store, Apple Store Online,
Services development, mapping, search, Statistics, AppStore, iTunes Store, iBook,
Hardware MobileMe
Revenue 29 Billion USD 65 Billion USD
Profit 8,5 Billion USD 14 Billion USD
Employees 26,316 49,400
Youtube, Doubleclick, On2, Google
Subsidiaries -
Voice, Picnic, Aardvark, AdMob
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