Design thinking and innovation at apple
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The document outlines Apple's success attributed to its unique approach to design thinking and strategic execution, highlighting how the company prioritizes user needs and creativity over traditional technology limits. It emphasizes Steve Jobs' philosophy of simplicity and innovation, which shaped Apple's products and marketing strategies, leading to its emergence as the most valuable public-traded company. Additionally, it discusses the importance of continuous customer involvement and the role of the CEO as a chief innovator in driving Apple's vision and operational excellence.
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Design thinking and innovation at apple
- 3. Li Wei Technology commercialization manager Exploit Technologies PteLtd (ETPL) Agency for Science,Technology and Research (A*STAR, Singapore) Summary andpresentationby B. Eng&Ph.d (Engineering) Nanyang Technological University Singapore M.B.A. INSEAD Fontainebleau, France
- 4. A HarvardBusinessCase: Winnerof2013 ECCH Case Award
- 5. $600 $620Bn Share Price In 2012,Apple became the most valuable public-traded company in history Market Capital $100Bn Annual Sales
- 6. STRATEGICMOVES Apple’s success was NOT JUST the result of
- 8. It is a surprising consistency in the waythe company worked the “APPLE WAY”Simplyput,
- 10. “ Those of us on the original Macintosh team were really excited about what we were doing. The result was that people saw a Mac and fell in love with it … There was an emotional connection ... That think came from the heart and soul of the design team BillAtkinson Memberof Apple MacintoshDevelopment Team
- 11. In mid-1970’s, computers were typically housed in discrete locations and only used by SPECIALISTS
- 12. COMPUTER AS A TOOL FOR INDIVIDUAL WORK To Helppeople “love” theirequipmentandthe experienceofusing it,levelofcomplexityneededto be reduced dramatically It was an unimaginable notion in 1970s
- 13. Start withDesign, from People need and want,Not limitedby technology,
- 14. Start withDesign, from People need and want,Not limitedby technology, Push theengineersto usethe same kindof creativityand innovation tomake it happen
- 15. Design isverywell thoughtthrough [BeyondFashion] Capacity andTechnologyto buildit isnotcommoditized [No Compromise]
- 18. until they found the key underlying principleof a problem, then built on it deepThe design team kept going
- 19. Design is not just what it looks likeand feels like. Design is how it works
- 22. “You can see a lot by just observing Yogi Berra MajorLeagueBaseball Playerand Manager Photograph by Bernard Hoffman
- 23. 1976 1978 1981 1985 1997 Apple Founded Firstpersonalcomputer:Apple II IBM entered with itsPC thatcan be “cloned” Productsand projectsat Apple proliferated in consequenceof variousstrategies– and failings Apple marketshare keptdeclining,Theboard AXED Jobs
- 24. The technology development process became more traditional and resembled approaches found at other companies
- 25. “ Process makes you more efficient. But innovation comes from people... calling each other at 10:30 at night with a new idea … it comes from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much… Steve Jobs
- 27. Stop licensing program Eliminating 70%of new projects Shutting facilitiesand movingabroad Product line from 15 to 3 Sophisticated marketing Websitefor directsales Kept product development CompeteSecret Inventoryfrom monthsto a fewdays Excellence in Execution
- 28. Design the initialproduct as a platform: withanarchitecturethat will accommodate the development and production of the derivativeproducts Platform Strategy
- 29. Integrate customer’sexperience intoits designand development,a lotof it was empiricallydrives Working intimatelywith manufacturersand being completelyattunedto customers Iterative Customer Involvement
- 30. The importanceof designas a motivationto continuedinnovation ratherthan a static approach thatassumesa single conclusion Beautiful Product that Evolves
- 32. “The really great person will keep on going and find … the key, underlying principle of the problem. And come up with a beautiful elegant solution that works Steve Levy,Author The Perfect Thing
- 34. Jobs’ drivefor perfection is Apple’s drivefor beautiful elegant products and its superior operations
- 35. Jobs’ visionheld that Apple products weretobe personal tools for individual instead of ”enterprise solution”
- 36. Fromstrategyto productand servicedesignto packaging Jobs’ total hands-on involvement indecision-making
- 38. “The greatest artists like Dylan, Picasso and Newton risked failure. And if we want to be great, we’ve got to risk it too. Steve Jobs
- 39. Decision to move into retail and created with the same painstaking focus on details --When everyone wasmoving online
- 40. --against conventional wisdom of ”open platform,collaboration, community design, transparency” Develop and integrate itsown hardwareand software, and keep product launches secret
- 41. Constant learning, adaptation and evolution Array ofcolors Blackand White ClosedDeveloper Community OpenDeveloper Platform NotCompatibleforotherOS WindowsCompatibility
- 42. To Sum…
- 43. Theroot of Apple’s success
- 44. Design Thinking Strategyand Execution CEOas Chief Innovator Bold Business Experimentation