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Apple Case Study

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Apple case study

Nan Mo



Elevator pitch: Apple case tell us how Apple’s business philosophy that is simplicity in design and use affects the market, making customers fall in love with its products. Although Apple has been faced tough time due to massive competition from IBM-clones and rapid changes in technology, the Apple’s core commitment to product design and development had stayed alive. When Steve Jobs returned back to Apple as CEO in 1997, he used his vision of design thinking influenced Apple, “Simplicity is the ultimate sophistication.”-the Apple’s business philosophy was born. Apple’s product deeply understanding how people used computing devices and how to satisfy consumer needs by using integrated marketing strategy and technology advantages. The lesson learnt from Apple’s case is how Apple distinguished itself from competitors and how Steven Jobs used his design thinking to change Apple.

1.What are the key elements behind Apple’s success?

Design thinking, clear development strategy and execution, the CEO’s unparalleled leadership as chief innovator, and the rational courage to conduct bold business experiments. Also, Apple’s success came from a deep commitment to understanding how people used computing devices and a desire to develop “insanely great product.” Apple is focusing on Coolness as well as fashion.

2.Is there a systematic” approach” to innovation at Apple?

Yes. Apple has a systematic approach to innovation which is Apple’s knowledge plus Steven Jobs personality design thinking. Apple has strong knowledge to innovation includes design thinking, clear development strategy and execution. On the other hand, Steven Jobs used his power and leadership to influence the development of innovation at Apple. This is kind of systematic approach give Apple creativity and innovation.

3.Are all “design thinking approaches the same? if not what are the “types” or differences in various approaches?

Design thinking is a design methodology that provides a solution-based approach to solving problems. One approach of the design thinking has seven stages: define, research, ideate, prototype, choose, implement, and learn. Within these seven steps, problems can be framed, the right questions can be asked, more ideas can be created, and the best answers can be chosen. Another approach influenced by individual preferences, the design thinking method shares a common characterizes: creativity, ambidextrous thinking, teamwork, user-centeredness, curiosity and optimism.

4. Can “design thinking” be imitated? Emulated? If yes, how can it be copied or approximated.

Design thinking can be imitated or emulated. If we have the right development experiences and appropriate way to observe the culture and processes of the business, we can easily copy the processes or product. However, it difficult to copy the innovation idea because design thinking is embedded in its soul.

5. What are the pros/cons of using design thinking as an innovation strategy?

Pros: it uses creativity to describe the solution. All the deductive logic that goes into design thinking and all the rational thought that goes into design thinking. Design thinking gives the company a high growth potential power and easier to success.



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