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.
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
17.
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
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
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