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Design Thinking & Innovation at AppleHemant Agarwal -14P081Kanika Tiwari- 14P083K.Mohana- 14P087Urvi Aggarwal- 14P116Utkarsh Pandey- 14P117

Company BackgroundFounded in 1976A leading designer and integrator of computer hardware & softwareSleek products, innovative stores, new business modelsConsistent radical innovationsBold business experimentsDesign PhilosophyComputers believed to be for enterprise and hence complexGoal: to make it simple for personal useFocussed on Simplicity, smallest of Details, Design as first stepTarget based on needs of peopleWorked with engineering to reach itMake highly Interactive Products which make people fall in love with themSimplicity is ultimate sophisticationSacrifice Capacity or Size for Beauty which people like.

Beyond FashionDesign is from Inside outAttention to minute inside detailsFailure of G4 CubeMiniscule cracks in its surface notwithstanding, its $1,600 price tag turned the arriviste into a has-been within a yearDid not trade-off between simplicity, functionality and sophisticated features.Problems were moving target and not to be solved once and for all.

Innovation

Most of these innovations were disruptive, as the equilibrium of market got affected at a large scale.

Some innovations like Iphone 5 can be categorized under sustainable innovation.

Innovation At AppleProduct Development Strategy1985 - 1997 Choices:License Mac OS+ Compete in Cloning SpaceEnter Business Market (Windows+ Intel Monopoly) PowerBook SuccessSet-top boxes for TVs FlopsPersonal Digital Assistant (PDA) FlopsEntered Licensing 20% of Market 3 Docs Marketing, Engg Requirement, User ExperienceDevelop a Group, Build Budget & Team Leader70 Models Execution (Post 1997)Reduced Product Lines from 15 to 3Stopped Licensing ProgramMoved Manufacturing AbroadInventory dropped from months to days2006 Strategic alliance with Intel to source its chips instead of Apples ownIntimately involved with manufacturers abroad+ completely attuned to customers

Platform StrategyWell defined Platform Strategy by AppleStreamlined product portfolioExtensive reuse (OSX operating store)Benefits from Apples Platform StrategyGreater ReliabilityLower costsKnowledge gain to employees More stable design decrease maintenance and service costs for consumers