Apple: Lessons from the Past
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Transcript of Apple: Lessons from the Past
AppleLessons from the past
Creative FounderFall 2016Alessandro Battisti
HISTORY
Steve Jobs & Steve Wozniak start Apple in a garage
Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted
Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted
Apple goes down the tubes
Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted
Apple goes down the tubes
Jobs comes back, bromance with Jony Ive
Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted
Apple goes down the tubes
Jobs comes back, bromance with Jony Ive
iPhone $$$
Steve Jobs & Steve Wozniak start Apple in a garage
Jobs is ousted
Apple goes down the tubes
Jobs comes back, bromance with Jony Ive
iPhone
…?
ARE THEY IN DECLINE?
Hardware Software Services
2016 second quarter, March 26, 2016. Apple posted quarterly revenue of $50.6 billion and quarterly net income of $10.5 billion
http://www.apple.com/pr/library/2016/04/26Apple-Reports-Second-Quarter-Results.html
Hardware
http://www.apple.com/pr/library/2016/04/26Apple-Reports-Second-Quarter-Results.html
iPhone = $33 billion in revenue
“Last quarter, iPhone sales were down 16 percent year-over-year.”
Tom Warren Journalist, The Verge
http://www.theverge.com/2016/7/26/12289832/apple-iphone-sales-q3-2016
Hardware | Industrial Design
Hardware | Industrial Design
“At heart, Apple is a hardware company, not a software company, not an internet company, and not a services company. Each of those product types optimizes around a certain culture.”
Hugh Dubberly formerly head of Creative services at Apple
“…the new iPhones include several new features, including water resistance and upgraded cameras, they look pretty much the same as the old ones. The new Apple Watch does too.
Farhad Manjoo Tech columnist, New York Times
http://www.nytimes.com/2016/09/08/technology/whats-really-missing-from-the-new-iphone-dazzle.html?_r=0
Hardware | Industrial Design
Hardware | Industrial Design
https://www.youtube.com/watch?v=IbWOQWw1wkM
Hardware | Industrial Design
No sustainable business model for iOS software.
Services | App Store
“Paid apps now make up a vanishingly small proportion of my income, and nearly all of my recent successes have come from free apps.”
David Smith iOS Developer
https://david-smith.org/blog/2016/09/05/evolving-business-app-store-business-models/
Services | App Store
David Smith | Proportion of revenue
in-app purchase
paid
ads
Software | Human Interface
“Apple is destroying design. Worse, it is revitalizing the old belief that design is only about making things look pretty.”
Don Norman director, Design Lab at UC San Diego
https://www.fastcodesign.com/3053406/how-apple-is-giving-design-a-bad-name
Software | Human Interface
Software | Human Interface
…ARE THEY IN DECLINE?
“We believe in a wireless future.”
Jony Ive Chief Design Officer, Apple