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“Think Different”
Presented by Steve Sosa
Here’s to the
crazy ones.
The rebels.
The troublemakers.
The ones who see
things differently.
While some may
see them as the
crazy ones…
…we see genius.
Because the people
who are crazy
enough to think…
…they can change
the world…
…are the ones
who do.
History of Apple
•  1976 (04.01) Apple founded by Steve Jobs & Steve Wozniak
History of Apple
•  1983 John Sculley (of Pepsi-Cola) become CEO
History of Apple
•  1984 introduction of the Macintosh
History of Apple
•  1985 Sculley fires Jobs, citing Job’s ambitions:
“Apple was supposed to become a wonderful consumer
pr...
History of Apple
•  1996 Steve Jobs came back to Apple
•  1997“Think Different”campaign
Apple Today
•  Primary offering of consumer electronics
•  35 years in business
•  46,600 full time employees (2010)
•  Ann...
Company Philosophy
•  Think Different
–  Different business strategy – long term
“I skate to where the puck is going to be, ...
Primary Offering
•  Beautifully engineered and designed products that have an
emotional and physical connection with their...
How Apple Changed the World
•  Made the computer personal
–  Focus on consumer
–  Focus on aesthetics of products
How Apple Changed the World
•  Cut the cord of music industry
–  Created a device that everyone wanted
–  Negotiated deals...
How Apple Changed the World
•  Made the phone more than a phone
–  Negotiated deals around their device
–  Focused on func...
Apple and the Competition
•  Apple focuses on experience of their products
•  Competitors focus on features of their produ...
Apple and the Competition
Apple and the Competition
Apple’s Unique Development Process
1.  Don’t do market research
“If I’d have asked my customers what they wanted, they
wou...
Apple’s Unique Development Process
2.  Don’t farm out design
–  Jonathan Ives, V.P. of Industrial Design, leads about 20 w...
Apple’s Unique Development Process
3.  Own the entire system
–  Apple owns the OS, software, and hardware
Apple’s Unique Development Process
4.  Focus on select group of products
–  Apple acts like boutique (beautiful, artistic ...
Apple’s Unique Development Process
5.  Obsess about design perfection
–  How does it stand, look, react, feel?
– 
Apple’s Unique Development Process
6.  Generate buzz
–  Be secretive about your products
–  Let the flood gates open
•  Cr...
“Just One More Thing”
One More Thing
Thank You.
Think Different: How Apple Changes the World
Think Different: How Apple Changes the World
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Think Different: How Apple Changes the World

Created as part of the BTAD program, this presentation covers the history of Apple, how the company stacks up against the competition, and how Apple's unique approach to business changes the rules of the game...and the world.

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Think Different: How Apple Changes the World

  1. 1. “Think Different” Presented by Steve Sosa
  2. 2. Here’s to the crazy ones.
  3. 3. The rebels.
  4. 4. The troublemakers.
  5. 5. The ones who see things differently.
  6. 6. While some may see them as the crazy ones…
  7. 7. …we see genius.
  8. 8. Because the people who are crazy enough to think…
  9. 9. …they can change the world…
  10. 10. …are the ones who do.
  11. 11. History of Apple •  1976 (04.01) Apple founded by Steve Jobs & Steve Wozniak
  12. 12. History of Apple •  1983 John Sculley (of Pepsi-Cola) become CEO
  13. 13. History of Apple •  1984 introduction of the Macintosh
  14. 14. 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.”
  15. 15. History of Apple •  1996 Steve Jobs came back to Apple •  1997“Think Different”campaign
  16. 16. 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
  17. 17. 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
  18. 18. Primary Offering •  Beautifully engineered and designed products that have an emotional and physical connection with their users
  19. 19. How Apple Changed the World •  Made the computer personal –  Focus on consumer –  Focus on aesthetics of products
  20. 20. 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
  21. 21. 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
  22. 22. Apple and the Competition •  Apple focuses on experience of their products •  Competitors focus on features of their products
  23. 23. Apple and the Competition
  24. 24. Apple and the Competition
  25. 25. 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.”
  26. 26. Apple’s Unique Development Process 2.  Don’t farm out design –  Jonathan Ives, V.P. of Industrial Design, leads about 20 world-class designers
  27. 27. Apple’s Unique Development Process 3.  Own the entire system –  Apple owns the OS, software, and hardware
  28. 28. 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
  29. 29. Apple’s Unique Development Process 5.  Obsess about design perfection –  How does it stand, look, react, feel? – 
  30. 30. 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
  31. 31. “Just One More Thing”
  32. 32. One More Thing
  33. 33. Thank You.

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