5 Important Principles That Made Apple Great It’s not just about money

Recently, for the third time, I decided to reread Walter Isaacson’s biography of Steve Jobs, and about the middle of the book I had an epiphany.

As I watched the development of Apple’s history, I compared it to other companies and wondered: Why couldn’t IBM, HP or Dell be the second Apple?.

I could find my answer to this question. Everything that you read next is the result of my observations and reflections. If you have a different position – write in the comments, I will be happy to discuss it. So let’s get started.

1. Jobs did not hold on to the old

Apple product line before Steve Jobs left.

Since Steve Jobs left Apple in 1985, the company’s management has created products that were completely redundant for the line. The main one was the Apple II, which came out in 1977 and was produced until the 1990s, although it had different modifications. Everything else was created solely for show.

Apple had only two fundamentally new products in the early 1980s – these are Apple Lisa and Macintosh… Yes, the market was not ready for them, so in terms of sales, they flopped. This, along with Jobs’s bad temper, was the reason why the board of directors decided to expel him from Apple.


Then, up until 1994, Apple exploited the original Macintosh form factor, presenting it in different variations. I do not argue, for sure each of these computers was good in its own way, but they did not create a “wow” effect. Because from a consumer point of view Macintosh G3 AIO from 1998 was exactly the same computer as Macintosh 1984 year.

It turns out that the then Apple leadership continued to cling to the old one. Some experiments were, for example, in 1993 the company released PowerCD: CD player co-developed with Philips.

It was still Apple Newton, everyone knows about him, but they were all just “boxes with technologies.”

This is how Apple products changed after Steve’s return.

These were not “products” that could conquer the market and become a part of everyday life. They simply performed tasks, but did not perform them better than others.

Since Steve Jobs’ return to Apple in 1996, he has closed most of the projects created by the previous management. Also under Steve, more than 2,000 employees were fired to take new ones in their place.

It’s time to create something new in place of the old.

2. The company did not do “design for the sake of design”

In 1992, Jony Ive came to work at Apple, but he was only an ordinary employee. That famous influence of Quince on the design in the line was not felt at all. All devices were the same type – chopped dark or beige hulls.

Other vendors, such as IBM, adhered to the same paradigm. This also did not allow Apple to stand out from the rest. Actually, the company was going through a crisis in the 1990s. Everything was so bad that other IT giants did not even want to buy the unprofitable Apple.

Beyond the run-of-the-mill design, Apple computers had big software problems. A full-fledged Microsoft Office was not, Adobe generally did not recognize the platform for a long time. This was superimposed on general problems with the operation of the operating system. Fortunately, the merger between Apple and NeXT helped solve the software problem.

And Steve Jobs’ decision to make Jony Ive vice president of industrial design at Apple helped make computers not only beautiful, but more functional. The first product of the new era was iMac G3

The iMac G3 has been called the “savior of Apple”.

Even today, it looks awesome – a translucent body with colored accents. And all this is a candy bar! In addition to the screen, there is hardware and even speakers inside. Together with the updated Mac OS, it turned out to be a “bomb”. The computer went off like hotcakes.

This was the product that I wanted to talk about and write about. Because of this, the iMac G3 turned out to be a fashionable gadget for the first time in Apple history.

The company will release several laptops in the next 4 years PowerBook with a sleeker design, you can appreciate the difference higher. Unusual laptops will appear iBook for students who feel the influence of the iMac G3.

Last photo: iMac G4 or, as it is called, “Jobs’ Lamp”.

It seems that the formula for a successful design has been found, you can use it further … But no! In 2002, the iMac received an update, now the computer is unlike any of its predecessors or competitors.

The body with all the hardware and the screen are connected with a leg, which allows the screen to be tilted the way its owner wants. What’s more, the foot allows you to rotate the monitor 360 degrees! And all this in 2002.

It’s beautiful and it works. A combination of not holding on to the old and not doing design for design’s sake has turned Apple techniques into works of art. But there was one more important point.

3. Apple followed the digital node principle

Previously, the Mac was the main device, only with it you could activate the iPhone.

The roots of the Apple ecosystem have been growing since the early 2000s. Then the company had only computers (the iPod will appear a little later, in 2002). They could perform only a limited number of functions, mainly, it is processing documents, games, mail, programming and work. At the time, PCs and Macs were poorly tuned in to media.

Although the developers released software for organizing a music library (eg WinAmp), Photo and video. But they were all too complicated. Jobs said: “You have to be a genius to understand at least half of their functions”.

As a result, Apple began developing a program for convenient work with CDs. In just a couple of clicks, you could write your favorite movie, album or upload photos to a disc. A little later, separate applications will be released for each task (iPhoto, iMovie and iTunes).

I still use it myself. Amazing device.

The emergence of the digital node in 2002 will have a huge impact on iPod… Also, this player will help Apple to strengthen its position in the market. By that time, Mac computers had become a true digital hub.

The built-in software made it possible to work with most cameras, phones and players. That is why for a long time it was possible to set up the iPhone and iPad only when connected to a computer. Computers are now more meaningful devices for most users.

And that’s why there is now a deep convergence of software, hardware and design between Apple devices. This is another factor that ensures Apple’s unconditional success and dominance over others.

4. Apple Builds Products, Not Technology

The iPhone 5s was still a huge breakthrough.

In reality, Apple has not created any of the technologies that many attribute to it. Touch ID, Face ID, Siri, multitouch and more were invented long before Apple. The company is actively buying various startups in order to take their developments into its possession, and it does the right thing.

And no, Apple is not buying them with malicious intent to destroy competitors, on the contrary, this is the only way for most of these companies to become significant. Because people in them come up with technologies, but not products. And Apple knows how to turn a combination of technology into a great product.

Just what are the iPhone and iPad, which demonstrated to the whole world in the early 2010s what multitouch is.

5. The company develops new lines gradually

Apple takes its time and ends up doing the best.

Indeed, the very first devices from the new Apple product lines look strange compared to competitors. Let’s remember the iPhone – it was an expensive phone that you can’t even install third-party apps on.

But a year later, the company is presenting together with the iPhone 3G App Store – a full-fledged application store that has a huge impact on the industry. Now mobile devices have a single channel for downloading applications. I’m afraid in the very first generation, such an innovation might not work at all as it should.

Plus, it turned out to make the App Store more attractive at the very start, because the company already had a sufficient base of iPhone users.

The most complete device among the first iPhones was the 3Gs.

You can also say about the iPad Pro. Hybrid tablets with keyboards from other companies have been around for a long time. But at the time of their release, no other company had such a developed ecosystem as Apple. The iPad Pro literally worked with most software out of the box.

I am sure that in the near future the company will be able to set the necessary bar for smart glasses, making them a mass product.


Now, let’s summarize the five principles that made Apple a great company.

• It is necessary to abandon the old and create a new
• Design must work
• Devices must be one piece
• Technologies and products cannot exist without each other
• You need to develop devices gradually

But there is one more factor – these are people. When I pick up my iPhone, it’s a completely metaphysical thing: caring. Every Apple product is created by people for people with close attention and passion. The team always does what is convenient to use.

Source: iPhones.ru — Новости высоких технологий, обзоры смартфонов, презентации Apple by www.iphones.ru.

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