New Product Development Of Apple And Apple By Steve Jobs

1238 Words 5 Pages
Register to read the introduction… Jobs screams and shouts, but it comes from his drive to change the world. * Put boot to ass to get things done. * Become a great intimidator. Inspire through fear and a desire to please.
And so on and so on. Each chapter of the book discusses one of the key elements of the Apple business. So the final product is a quite engaging business philosophy for high technology companies, from design, engineering and manufacturing right through to marketing and retail sales. And all of it is totally unusual. Apple is one of the few high-tech companies left with complete vertical integration from beginning to end. This alone makes it one of the most remarkable companies of our time.
One of the most distinctive features of company marketing is total secrecy about new product development. Employees are as secretive about their work as CIA operatives planning a military coup-d’etat of a neighbouring third-world country. New consultants use fictional names when checking into hotels. Leaking news is a fireable offense. But with
20 000 employees, such leaks are inevitable, and then the hunt is on for Deep Throat, just like
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And tradition has it that the actual new product is always unveiled right at the end of Jobs’ presentation, and is introduced by the words “And there’s one more thing…” almost as though it were an afterthought. And that’s when all the covers come off the massive advertising banners and other product displays. Amazing stuff! This man deserves an Oscar.
Perhaps the introduction of Apple’s retail stores demonstrates the genius of the man, and of the company under his leadership. In fact, how any company could succeed in shopping mall consumer retailing as well as in engineering, design, software development etc is a mystery because it defies all the standard business rules about “sticking to your core competence”. For a college dropout (like competitor Bill Gates) Jobs has a quite remarkable number of “core competencies”.
The whole concept of the Apple retail stores is different to any other retailing. For a start, most computer consumer retailers would cover the shop floor with hundreds of products. But Apple at the time only had four products – a business desktop computer, an individual’s home desktop computer, a business laptop and an individual’s “home” laptop. So what’s there to

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