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“My model for business is The Beatles. They were four guys who kept each other's negative tendencies in check. They balanced each other and the total was greater than the sum of the parts. That's how I see business: great things in business are never done by one person, they're done by a team of people.”
― Steve Jobs
This week, driven by a massive AI rollout, Apple is once again the most valuable company in the world. Few if any companies have enjoyed such a long run of success at the top of the charts . Their “founder story” is well-known, but the above quote by Steve Jobs is a fundamental insight that tends to get overlooked. In its essence, Apple is run like a rock band with a silicon chip foundry - turning out hit after hit in ways that are both predictable yet surprising. Instead of going to the record store to browse albums, entire generations of consumers now go to the Apple store to browse the latest Apple hits and to try and look super cool.
Whether they maintain and evolve through the coming years remains to be seen - but they have a strong history of adapting and evolving. Here are 5 ways they stay at the top of the charts, turning out one hit after another.
1. Simplicity and Clarity
Apple values simplicity and clarity in their products, marketing, and overall brand identity. They distill complex ideas into their essence, focusing on clear communication and a human-centric approach. This simplicity resonates with customers and ensures their products are intuitive and user-friendly. Teams are organized so that simplicity becomes a constant success metric. While not every Apple product gets it perfect, the ethos on simplicity and clarity permeates the culture. [1]
2. Consistent Design Language
Apple maintains a consistent visual language across all their products, from hardware to software, retail stores, and advertising. This cohesive design philosophy, incorporating minimalist principles and a focus on user experience, has become synonymous with the Apple brand and reinforces their identity. Team members know and understand this design language, and design teams work closely with ad partners to reinforce this image. The recent iPad commercial debacle that showed creative elements getting crushed was surprising because it is so rare for Apple to stray from its consistent design language. [3]
3. Iterative Prototyping and Refinement
Apple invests heavily in prototyping and iterative refinement throughout the product development process. They create multiple mockups, test and refine the designs, and continuously iterate until they achieve a satisfactory, high-quality product. This iterative approach ensures a polished final product.[2]
4. Reinventing Existing Ideas
Rather than inventing entirely new product categories, Apple excels at taking existing ideas and reinventing them in a way that makes them uniquely Apple. They improve upon existing technologies, making them more user-friendly, intuitive, and aesthetically pleasing, often setting new industry standards. They also are careful about what projects to focus on. [3]
5. Trusting Instincts and Obsessing Over Experience
Apple places a strong emphasis on trusting their instincts and obsessing over the user experience. They prioritize design decisions based on instinct and a deep understanding of their customers' needs, rather than relying solely on data or market research. This approach has led to groundbreaking innovations that have revolutionized entire industries.[3]
By adhering to these principles, Apple has cultivated a culture of innovation, attention to detail, and a relentless pursuit of excellence. Team members understand that these priorities are “non-negotiable” and strive to push the envelope in big and small ways. Their ability to consistently deliver chart-topping hit products can be attributed to this unique blend of simplicity, design consistency, iterative refinement, reinvention of existing ideas, and a deep commitment to creating exceptional user experiences guided by instinct and customer obsession.
Of course Apple has its share of critics, but it looks like they will continue to crank out even more hits as the GenAI revolution gathers momentum.
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