1.
‘APPLE’ Vision | Struggle |
Emergence

2.
APPLE INC. IS A MULTINATIONAL CORPORATION THAT DESIGNS,
MANUFACTURES AND MARKETS PERSONAL COMPUTERS, SOFTWARE,
ELECTRONICS AND OTHER CREATIVE DEVICES.
Apple Inc.
Type Public
Traded as NASDAQ: AAPL
Industry • Computer software
• Consumer electronics
Founded April 1, 1976; 40 years ago
Founders •Steve Jobs
•Steve Wozniak
•Ronald Wayne
Headquarters Apple
Campus, Cupertino, California, U.S.
Number of employees 115,000 (as of July 2015)

3.
1974
The idea for Apple
Computers was
BORN

4.
1974
The idea for Apple
Computers was
BORN
1976
First Computer was
SOLD

5.
1984
The Macintosh was
INTRODUCED

6.
1984
The Macintosh was
INTRODUCED
1985
was discharged
Steve Jobs

7.
THE HARD TIMES AT APPLE
During 1985-1997, Apple wriggled with other giants e.g. IBM
So, what exactly were the challenges faced by Apple?
•Shaky methodology because of the change of official groups
•Misty vision about Apple's strategy
•Hazy vision about offering OS licenses, which would put the organization in
rivalry with Windows working framework
•Expansive number of failed products - Newton PDA & a few successful ones-
PowerBook
•Un-unique products in the market
•Perplexity and instability among Apple buyers, arising from this technique

8.
1998 1999
Apple introduced all-
in-one
the iMac
Also Apple unveiled
the iBook

9.
And the Innovations continue…

10.
THE RISE OF APPLE
When Steve Jobs returned to Apple the company share was only
worth US $5 and its future was uncertain.
In 2012, Apple’s share price is around US $90 and the company
achieved revenues of US $233.7 billion in 2015 with net income of US
$53.39 billion.
This case study sheds light on the role that design thinking and
innovation played in helping Steve Jobs rescue Apple with his
consumer-driven strategy and vision for the company.

11.
THINK DIFFERENT APPROACH
Upon return Steve applied the design thinking characteristics ,which
reflected his vision for Apple products.
The vision below used to form Apple’s strategy from 1997 until
today. Steve Jobs applied design thinking by focusing on:

12.
DESIRABILITY IN DESIGN THINKING
The relation between design thinking and inno
• People’s needs and desires, rather than
only the needs of the business.
• Steve satisfied the consumer’s needs
by
solving everyday problems through a
user-centered process.
• This is achieved through a deep
understanding of the user and
through an empathic design
process.

13.
VIABILITY IN DESIGN THINKING
The relation between design thinking and inno
• Steve wanted to built empathy by
helping people to love Apple
products.
• Revamped Apple distribution system
• Launched Online store
• Apple created a ecosystem which
killed competition
• Aggressive Ad Campaigns

14.
TECHNOLOGY IN DESIGN THINKING
The relation between design thinking and inno
• Building simple yet user-friendly
products rather than complex hard-
to-use products
• Designers consider both the form
and the function of the product
• Focus on products that require less
repair
and maintenance

15.
• STRATEGIES USED BY APPLE
Cost Leadership Differentiation
Focus
Broad Target
Narrow Target
Competitive Advantage
Lower Cost Differentiation
Competitive
Scope
 Differentiation
Apple is using a differentiation strategy by presenting an outstanding design of its products, personalized services and high quality products. The easiness of product
makes target market from beginner to proficient users.
 Value Creation by Focus and Cost Leadership
Apple has outsourced its production as to reduce its operating cost to third party through vast economies of scale. Apple focuses on user interface and industrial design to
making a product that not only the highly innovative but also the user-friendly and stylish in nature.

16.
CONCLUSION
• Apple Inc. is a very innovative and early adapters and it is typically the
foremost company who takes new innovative products as compared to
other companies.
• Strong market position and consumer loyalty which increases due to
closed ecosystem and user friendly products makes Apple a different
Company from its competitors.
• Apple Company is the “First most admired company” in the world.
Whereas, it is also credited to first sustainable music downloading
business model in history by its iPods & iTunes online media store.
• Apple is a profitable Company and its future is bright however it
should be careful in legal political areas because as to reduce
operating cost it has outsourced in different countries and it has to