The change in the DNA of Apple carried out by the initial promoter - Steve Jobs

1. DESIGN THINKING
Innovation at
Apple
Shivangi Gohri
PGDM-I Sec B

2. & All
About It

3. Apple American multinational technology company
Designs, develops, and sells consumer electronics,
computer software, and online services
Founded by - Steve Jobs, Steve Wozniak, and
Ronald Wayne in April 1976
World's largest information technology company
by revenue
World's largest technology company by total assets

4. 1976 •Apple was Founded
1978 •First Personal Computer : Apple II
1981 •IBM entered with its PC that can be “cloned”
1985 •Market share kept declining, the board axed Jobs
•Products and projects at Apple saw huge failures
1997 •The return of Jobs

5. Apple’s struggle from 1985-97
• Large no. of failed products
• Steve Jobs was forced to leave Apple
• Unstable strategy due to change of executive teams
• Unclear vision about the competitive strategy i.e. entry of IBM in PC
market
• No product differentiation
• Unclear vision about selling OS licenses, fear of being in competition with
Windows operating system
• Company share price fell to US $5

6. How This Became This

7. Steve Jobs returned to Apple
Adoption of
What is Design Thinking?
How did it help Apple rebuild its Brand name
and earn market share?

8. “Design is not what it
looks like and feels like.
Design is how it works”
Design thinking is a solution-
oriented process that is used to
achieve innovation with
considerations about the consumer
at the heart of all development
stages.

9. Technology
Possibility
User
Desirability
Market
Viability
Innovation
Design Thinking
Model

10. Steve Jobs applied his vision for design thinking
by focusing on some key points

11. Start with Design, from people need and
want. Not limited by Technology.
Build empathy by helping people to love
Apple products
Push the engineers to use same kind if
creativity and innovation to make it happen
Build simple yet user-friendly products
rather than complex hard-to-use products

12. Excellence in Execution
Eliminating 70%
of the new
projects
Stop licensing
program
Product line
from 15 to 3
Shutting
facilities to
move abroad
Website for
direct sales
Kept product
development
complete secret

13. Platform Strategy
Apple streamlined their
product portfolio to a
family of products that
can be produced much
more quickly while
keeping the existing
design elements. Also,
the company targeted
product that require less
repair and maintenance.

14. Iterative Customer Involvement
Consumer experience should be integrated into the
design and development stages through participating in usability testing
Beautiful Products
The form should be beautiful, which can be achieved through continuous
innovation and development