Apple is a confusing company on one hand. It’s an unquestionable success, creating and then dominating entire categories of products and making more money than any other business in the world by far. But somehow it also seems unable to understand its customers removing features we love, neglecting its own products and making bizarre trade-offs.
So, how can the world’s most profitable company also be so foolish many time which can afford some mistakes because of their exceptional marketing. Others tech giants see them as disorganized and distracted as Apple is only coasting on earlier success.
These feelings are everywhere on the internet and frankly, they’re understandable by being such a secretive company. Apple sacrifice the chance to explain themselves, leaving us to speculate on the outside but theories like these only raise more questions if the goal is simply marketing strategy to maximize profit.
Why Apple focus on so few products?
Apple should be using their brand to sell anything and everything like Samsung and why remove things like the headphone jack. These are very deliberate decisions yet they guarantee far more negative press than they make in sales. There must be some kind of the strategy, here it would take a miracle for a truly dysfunctional company to be grand successful for this long, which makes sense. Companies this big aren’t driven by individual employees as institutional principles, so, you may hate their strategy and ambitious theory.
People think Apple products are overpriced and disagree with every decision they make but by no means are they careless or arbitrary. The only way to make sense of all this is to understand their success, predict their future and even explain their mistakes is to figure out how they think and just three principles are enough to explain almost everything.
The Grand Apple Theory
This is the grand ambitious theory of Apple. Apple is treated as a technology company and anything else would seem ridiculous but it would also be ridiculous to say its goals or anything like other technology companies. Their business may involve transistors and resistors but from their perspective, this is only incidental.
Technology is actually the enemy, a distraction, a source of confusion in the ideal world. No one cares about RAM or even knows they’re using a computer or they’re just drawing or reading or talking. This may sound idealistic but consider how much it explains, that’s why Apple innovation strategy is obsessed with making devices thin light and minimalistic removing ports, bezels, and even buttons.It also favors some devices over others because, from their perspective, each device is fundamentally competing in the same category.
Apple executive, Phil Schiller said quite openly “the job of the watch is so you don’t need to pick up your phone. As often the job of the phone is to do more and more things such that maybe you don’t need your iPad. The job of the iPad is to be so powerful and capable that you never need a notebook. The job of the notebook is to make it easy, so you never need a desktop”.
Each device has the goal of moving in this direction of smaller and less confusing technology by making it bulkier. Confusing Companies obsolete because they’ve been so slow to update desktops because they’re the furthest from their vision of what a computer should be.
How Apple works
- There’s a huge group of fans and customers who think Apple has changed that they’re now obsessed with making devices thinner at whatever cost but this was always the goal.
- It’s just now becoming technically possible to do so and their products may overlap with their competitors now but make no mistake.
- Apple tries to remove what they see as an unnecessary distraction. They will do so to make it easier to use.
How Apple grows as a Tech giant
Apple was going to look less and less like a technology company at all when Steve Jobs came back to the company in 1997.
It was a mess, they were selling a million different products with no clear strategy. So, Steve Jobs simplified the entire company into one simple chart. They would only make one computer for each market but it would be really good. They’ve grown much bigger since then and they’ve had to expand that marketing strategy but compared to the competitors they’re still extremely focused to the point of leaving money on the table.
Apple brand alone could sell just about anything but they choose very selectively where to focus, as their attention is not even just a good idea to justify their making. They have to believe it’s huge, this constant fear of over complicating things is what allows Apple strategy to put so much time and so many resources into every project. They’re able to plan years and years ahead.
This is the strategy of investing in features that won’t see the light of day until far into the future and if they decide something no longer justifies their time and attention. You wake up and poof it’s gone someday, that may be the iPhone.
Do Apple rely on customer feedbacks
It’s not that Apple doesn’t listen to feedback or even sometimes ask for it but ultimately they consider their judgment more important than yours. This may seem incredibly stupid but it’s actually the biggest key to the success because without it they could have only been successful. Once many companies create a very successful product but they milk it for as long as possible by giving whatever customers ask for.
Let’s take an example, Microsoft created Windows and they did exactly what the customer needs. They’re obviously doing just fine but it meant they weren’t ready when the smartphone took off. Apple does just the opposite they’re constantly trying to compete with themselves. This is the exact apple branding strategy which them stand out of the queue.
Any other company would not kill for the success of the iPod but Apple killed the iPod with the iPhone. No one product lasts forever so while it hurts to kill your own success it’s necessary to stay on top in the long term. This means not listening to your customers asking for a better iPod and instead creating what they don’t even know.
Apple knows out-of-the-box changes in products can be really a tough pill to swallow especially in more tangible forms. The removal of the floppy drive and CD drive, the old charger, home button, headphone jack, and USB. The people were angry often for a good reason at first and these seem like needless sources of frustration and you can bet Apple knows this but they also know they’re powerful enough to survive these transitions. They can afford to lose some customers and receive some negative reviews because the upside is reputed journalists write that these changes are signs of a problem. But the only true danger is if they stop when they start listening to customers. They will lose the chance to make the next big thing. This is one of the apple innovation strategy to mark their presence in the market,
The service they offer is saying – no we’re not going to give you what you think, you want, and again this can be incredibly frustrating sometimes. That’s the biggest Apple strategy to stand out of the crowded tech giants.
If these principles really are at the heart of Apple’s thinking, we can expect some specific outcomes:
- Firstly, if Apple is motivated more by these values than pure profits. We can expect them to keep making sacrifices that anger consumers they’ll keep investing in the Mac until a point where they think the alternative is better whether that be a more powerful iPad, a hybrid device, or something completely different.
- Secondly, Before consumers are truly ready they’ll pull the plug on perfectly profitable devices to push towards the goal of smaller less complicated technology.
Right now, as we speak somewhere in California Apple is working on something designed to kill their current bestsellers. Yeah, something designed to make Apple business obsolete.