1. Design Thinking and Innovation at Apple
Submitted By-
Section - B Group - 4
AMBATI GIRIDHAR RAVIKUMAR (2016PGP049)
PRIYANKA MOHANTA (2016PGP288)
RANSOTH NIKHIL RAJ (2016PGP307)
RISHABH SAINI (2013IPM069)
SWAGATIKA SAHU (2012IPM112)

2. Background Jobs and Steve Wozniak founded the company in 1976
Radical Apple 2, their first personal computer premiered in 1978 and the firm had successful IPO two years later
Apple’s products were developed from scratch and they had a proprietary operating system as well as unique hardware
In 1984, Apple brought out Macintosh, but due to cloning from competitors like IBM, their market share declined
In 1985, board axed Jobs’ operational role at Apple and then he started NeXT followed by animation production company PIXAR studios
Some products like PowerBook(1990) became successful and many other products such as Newton failed
In 1997, Apple acquired NEXTSTEP which marked the return of Steve Jobs
Apple’s aim was to reduce complexity to make potential customers fall in love with Apple
By 2012 Apple’s share price reached $600 with a market capitalization of US$ 550 billion
Apple had highest revenue per square foot in retail sector by March 2012
This success can be attributed to their Design thinking and capability to innovate

3. Simplicity in Design and Use
Design Thinking
Design Thinking
Simplicity in Design and Use
Beyond Fashion
Simplicity in Design and Use:
Focused on what people would need and want & how they would interact with a computer
Laid emphasis on minute of details
Believed that “Simplicity is the ultimate sophistication”
Ability to adapt new technologies and materials, Eg: Nano and Shuffle
Beyond Fashion:
Ability to tap into a zeitgeist- a sense of what is popular, fashionable and trendy at that moment
Giving attention to detail
Identifying the right target- NeXT software targeted education market
No compromise between simplicity of use and functionality

4. Innovation, Product Development Strategy, and Execution
Steve Jobs plan of action to reduce costs: (eliminating projects, shutting facilities, reducing product lines, reduced inventory from months to few days) on his return
However, Apple’s core approach to development remained consistent : (working intimately with manufacturers and remaining attuned to customers) even during Steve Jobs absence in 2009
Innovation, Product Development Strategy and Execution
Excellence in Execution
Platform Strategy
Beautiful Products
Streamlined product portfolio and extensive reuse within product families
iPhone, iPad, iPod are built on the same operating system i.e. OSX
This strategy resulted in greater reliability and lower costs
Commonality of user interfaces and design elements means customer face lower training hurdles
Apple’s was able to change peoples perception regarding beautiful products i.e. in spite of iPod’s strong connection to pristine color, it was able to introduce new colors when mini was launched successfully

5. The CEO as Chief Innovator
Steve Jobs and Apple seem like interchangeable terms as he was able to imprint his personal characteristics on the organisation
He was well known for his temperament, his talent and his ability to inspire others
Along with a great vision, his drive and his involvement in decision making, from strategy to product to service design to packaging have been reasons behind his success
He believed Apple’s promise was an integral part of its relationship with customers

6. Bold Business Experimentation
Forayed into retail when everyone else was going online
Apple’s retail store generated highest revenue per square foot
Company launched Apps store followed by a bookstore
Apple designs its own chips for iPods, iPhones and iPads which is unique when compared to the way how computer industry has been evolving
Develops and integrates its own software and hardware
It has opened up to outside developer community to develop apps and put it on App store
It enabled windows users to seamlessly access the iPod ensuring that their popular device is accessible to everyone

7. The Future
In 2011, Apple sold 172 million post-PC devices which accounted for 76% of fourth quarter revenue
By March 2012, it had more than 362 retail stores that were visited by more than a million people everyday
Apple’s share price increased by 60% since Tim Cook became CEO
With iPhone 8 on the way, it is believed to be transitioning its iPhone design to an all-glass casing with features such as wireless charging
Overall, Apple’s strategy to think innovatively and implement the same with perfection makes it unique and successful

8. THANKYOU