Group 15 Submitted to: Prof.

Anil Bhat

DESIGN THINKING AND INNOVATION AT APPLE

Post-Discussion Report

1. Innovation
As Jobs said,
Simplicity is ultimate sophistication
Apple has always designed their products to look simple and attractive but still they remain
insanely great products. Apple has consistently innovated their products with new technological
enhancements to offer something new to their customers by identifying the need from customers
themselves. Apart from their core product, they also came up with innovative platforms like iTunes
Music Store, App Store, etc. to provide affordable & quality services for their customers. Apple was
able to identify the need of portable music player and they came up with an idea of designing a
pocket size music player. The idea was molded into reality by developing the iPod which later on
became a huge success in the gadget market. The tendency to foresee success in an already
successful product is what makes Apple the market potentate.

2. Strategy
Apple has always been tight lipped about its strategy and operations.
Simple and sleek designing of products.
Entry into the Market through opening retail stores which was uncommon.
Apple basically focused on iterative customer involvement. It has a customer oriented work
process and develops designs driven by user needs.
It follows a platform strategy with streamlined product portfolio and extensive reuse within
product families. It uses its original products as the base product and introduces new
products with changes and innovations over earlier ones only.

3. Leadership
Steve Jobs, himself was the Chief Innovator of apple and led by example.
Focused on excellence and simplicity.
Jobs always came up with simplest solutions to the most difficult solutions.
Did not focus on enterprise solutions instead had the courage to conduct bold business
experiments.

4. Execution
A culture was developed where everyone used to come up with innovative ideas to complex
problems and no new idea was questioned or discouraged.
Apple has a documented set of principles which include deep commitment to great products
and services at core, design thinking, clear development, strategy and execution.
Innovation, product development and execution were intertwined together.