The document presents a summary of Apple's history and philosophy as articulated by Steve Sosa, emphasizing the company's unique approach to product development, marketing, and customer experience. Key milestones include Apple’s founding in 1976, the launch of the Macintosh in 1984, and Steve Jobs' return in 1997 alongside the 'Think Different' campaign. Apple's focus on engineering, design, and emotional connection with consumers has transformed the technology landscape, distinguishing it from competitors who prioritize features over user experience.

1. “Think Different”
Presented by Steve Sosa

2. Here’s to the
crazy ones.

3. The rebels.

4. The troublemakers.

5. The ones who see
things differently.

6. While some may
see them as the
crazy ones…

7. …we see genius.

8. Because the people
who are crazy
enough to think…

9. …they can change
the world…

10. …are the ones
who do.

12. History of Apple
• 1976 (04.01) Apple founded by Steve Jobs & Steve Wozniak

13. History of Apple
• 1983 John Sculley (of Pepsi-Cola) become CEO

14. History of Apple
• 1984 introduction of the Macintosh

15. History of Apple
• 1985 Sculley fires Jobs, citing Job’s ambitions:
“Apple was supposed to become a wonderful consumer
products company. This was a lunatic plan. High-tech could
not be designed and sold as a consumer product.”
“Apple’s biggest mistake was hiring me
as a CEO.”

16. History of Apple
• 1996 Steve Jobs came back to Apple
• 1997“Think Different”campaign

18. Apple Today
• Primary offering of consumer electronics
• 35 years in business
• 46,600 full time employees (2010)
• Annual sales $65 billion
• Estimated net worth $255 billion

19. Company Philosophy
• Think Different
– Different business strategy – long term
“I skate to where the puck is going to be, not where it has been.”
– Different marketing strategy
– Different customer experience
– Different customer support

20. Primary Offering
• Beautifully engineered and designed products that have an
emotional and physical connection with their users

21. How Apple Changed the World
• Made the computer personal
– Focus on consumer
– Focus on aesthetics of products

22. How Apple Changed the World
• Cut the cord of music industry
– Created a device that everyone wanted
– Negotiated deals with record labels
– Convenience, quality,
affordability

23. How Apple Changed the World
• Made the phone more than a phone
– Negotiated deals around their device
– Focused on functionality and aesthetics
– Opened up the app store to all developers

24. Apple and the Competition
• Apple focuses on experience of their products
• Competitors focus on features of their products

25. Apple and the Competition

26. Apple and the Competition

27. Apple’s Unique Development Process
1. Don’t do market research
“If I’d have asked my customers what they wanted, they
would have told me a faster horse.”

28. Apple’s Unique Development Process
2. Don’t farm out design
– Jonathan Ives, V.P. of Industrial Design, leads about 20 world-class
designers

29. Apple’s Unique Development Process
3. Own the entire system
– Apple owns the OS, software, and hardware

30. Apple’s Unique Development Process
4. Focus on select group of products
– Apple acts like boutique (beautiful, artistic products)
– Multi-billion dollar company only has 30 major products

31. Apple’s Unique Development Process
5. Obsess about design perfection
– How does it stand, look, react, feel?
–

32. Apple’s Unique Development Process
6. Generate buzz
– Be secretive about your products
– Let the flood gates open
• Create media events for your launches
• Focus on the simplicity of products
• Make them available today!
– Make opening products like Christmas

33. “Just One More Thing”

34. One More Thing

35. Thank You.