apple case study “design as an company asset”
7th 11 2006 | HelsinkiKORHAN BÜYÜKDEMİRCİ
www.buyukdemirci.com
1983The Apple Lisa was the first home computer with a GUI or graphical user interface.
Today: %75.6 US market
US PC market share 1) Dell 32.1% 2) HP 23% 3) Gateway 6.4% 4) Apple 6.1%
Worldwide PC market share 1) HP 16,3 % 2) Dell 16.1 % -------------- 3) Lenovo 4) Acer 5) Fujitsu siemens
iPod market share US 75 % UK 40 % Japan 54 % Canada 45 % Australia 58 %
iTUNE 87 percent of all legally purchased and downloaded music in the United States 5th online music store after Amazon in US. More than 2,9 mil-lion songs and 70 tv shows
2006 1Q 2006 1Q
2006 3Q 2006 3Q
welcome
iTUNE 87 percent of all legally purchased and downloaded music in the United States 5th online music store after Amazon in US. More than 2,9 mil-lion songs and 70 tv shows
Mission Statement: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, crea-tive professionals and consumers around the world through its innovative hardware, software and Internet offerings.
core valuesDesign and innovation
Ease & simplicityquality
product portfolio
Desktop
Laptop
Softwares
Services
Consumer Professional
Mini, imac
Mac book Mac book Pro
Mac Pro
Final Cut studio, Aperture,Logic Pro, Shake
ilife, iwork,front row
PC
.mac .mac
Education
imac
ilife, iwork,front row
.mac
7th 11 2006
product portfolio
Music Player
Cinema Displays
Services
ipod video ipod shuffle ipod nano RED ipod U2
Consumer Electronics, Home entertainment
ipod nano
`itunes` photos, videos, musics, tv series, movies, podcasts
HiFi
Apple Cinema HD Displays 20’’ 25’’ 30’’
ipod home stereo
MediaCentre itv (coming on market 2007 1Q, steve jobs keynote speak on www.apple.com)
7th 11 2006
Jonathan Ive Senior Vice President of Industrial Design
When I joined Apple the company was in decline. It seemed to have lost what had once been a very clear sense of identity and purpose. Apple had started trying to compete to an agenda set by an industry that had never shared its goals. While as a designer I was certainly closer to where the desicions were being made, but I was only marginally more effective or influential than I had been as a consultant. This only changed when Steve Jobs (co-founder of Apple) returned to the company. By re-es-tablishing the core values he had established at the beginning, Apple again pursued a direction which was clear and different from any other companies. Design and innova-tion formed an important part of this new direction.
design | business | technologyINNOVATION & ASSETS
intel coreduo chipsetproduction qualitymaterial qualityquality chipsets
“GUI design”UsabilityCandy like Graphics int.MAC OS X
“Product design”Attractive visual lookModern fresh materialErgonomics
Coorporate identity design
“itunes”99¢ per songfree video’stv seriespodcastingmoviesvideos.mac
“apple care”
“genius bar”
S W
O T
trength eakness
pportunities hreats
Design & innovation capabilities,Distinctive graphical user interfaceEase of use Own operating system “windows parallel”Reliability
Expensive, compared to other competitives eg: DellRepair and service issues such as: ipod batteryWifi capabilities of Ipods
Linux, Microsoft vistaMicrosoft Zune media player,Microsoft media center = FrontRawIphone vs. IpodIpod design became dull
Mobile Phone businessHome entertainent, digital tv
experience
• The Product Experience functional attributes of the product, how well the thing works (e.g. special ingredients in a product) experiential features, how the product works (e.g. technologies in production process) aesthetics (design, colors, shapes of the product)
• The Look and Feel
The look and feel includes the visual identity (name, logo, signate, packaging, store design, Web Sites)• Experiential Communications
Experiential Communications include the advertisement; it has to provide value, inform and entertain the customer (it differs depending on B2B or B2C)
• Customer Service It is important not to forget the aspect of customer service in the overall brand experience. Specifically, the cradle to grave aspect of the customer chain should not be broken--this ensures that the “brand promise” is not broken.
• The Product Experience
• The Look and Feel
• Experiential Communications
• Customer Service
experience
visceral | behavioral | reflective1• The Product Experience
1D
2D
3D
Aluminium
Glossy black plastic
Glossy white plastic
Chrome
Basic geometries, organic formsCircles, squares, rounded corners, organic shapes
click wheel, soft feeling, clean looking, easy interface, one finger navigation, itune extensionas simple as possible both visually and user interface
ipod Platform
visceral | behavioral | reflective• The Product Experience ipod Platform
click wheel, soft feeling, clean looking, easy interface, navigating while holding coffee with other hand“click wheel can refer to old volume knobs or radio buttons”
as simple as possible both visually and user interface
1
visceral | behavioral | reflective• The Product Experience ipod Platform
4D soft forms, make it more user friendly,glossy shiny white it looks like candydistinctive white headphones, emphasized by adseye catching 6 shiny colorssimple designcarry all your music everywhereyoung, trendy, music loverIpod Nano RED(TM) public support & funding against AIDS in Africa
1
In 2002, Apple gradually started using a variant of the Adobe Myriad font family in its marketing and packaging.Humanist sans-serif types have subtle organic shapes and monotone color, balanced by varying letter widths and open counter shapes. The voice of humanist sans-serif types is warm and friendly
2 name & logo | packaging | store | website• The Look & Feel apple experience
iMac Mac Pro
MacBook MacBook Pro
Mac mini
Application of Apple Logo
apple’s current logos, simple (redesigned 1998)apple is not using “apple” name next to the logo
Most Apple product names starts either “i” or includes “mac”i could be regarded at abbreviation for “intelligence” as used in movie “i robot”; “Mac” refers to old Apple Macin-tosh computers
name & logo | packaging | store | website• The Look & Feel apple experience
In 2006, package graphics replaced with real photos, scenes and 3 dimensional moving effects
As ease & simplicity are the core of Apple Brand, packages are designed in these principles; Only picture & name of the product on white/black background.
ipod shuffle packageSee through transparent package with ipod nameand apple logo. No need for product photo.
2005
2006
2
name & logo | packaging | store | website• The Look & Feel apple experience
http://www.ilounge.com/assets/images/reviews_apple/ipod15gb/setb/index.php
“Designed by Apple in California” is written,
Package out experience of 3rd generation iPod 15GB
2
name & logo | packaging | store | website• The Look & Feel apple experience
Interior design; Wood has been selected for the exhibition tables“natural feeling of wood gives warmth to space”Glass is used to make space lighter and bigger,Products has been placed on sidewalls to tryWalls are either white or covered with aluminium“aluminium to give technological feeling”Service;Genius Bar & The Studio sectionsApple is asking its distrubutors to change their names to Apple reseller, Apple centres are only owned by Apple itself.
2
name & logo | packaging | store | website• The Look & Feel apple experience2
Analysis Apple’s retail store strategy continues to evolve away from a store-front sales approach and toward making the stores into the techno-equiva-lent of the neighborhood bar -- a place to visit, meet friends, learn and have an enjoyable time. it was obvious that Apple’s retail stores didn’t operate like other stores. The staff’s hands-off attitude signaled that the company actually wanted visitors to come in, use the computers and other gear, and feel comfortable checking their e-mail.
The in-store theaters were also a clue that Apple wanted the stores to be a focal point for instruction and training on Macintosh computing and the digital lifestyle. The stores’ on-going and special events were also evidence of the company’s attitude that its retail stores were a gathering place.
The stores also have “Switch At Six” workshops on weekdays, when Windows users can receive an introduction to the iLife applications, and then ex-plore how to use a Macintosh computer. On Tuesdays by appointment, the stores hold “School Nights At the Apple Store,” when students and teachers visit to showcase their Macintosh computer projects and accomplishments.
name & logo | packaging | store | website• The Look & Feel apple experience2
Openning page of www.apple.com, 7TH 11 2006
As usual white background with graytones, Clean, simple design, Mac OS style menu design, More images than texts, supported by many ad videos and product explanation videos
name & logo | packaging | store | website• The Look & Feel apple experience
new product features, TV advertisements, all the first things to know about apple online store, all apple products + 3rd company ipod suppliers + Canon digital cameras + printers
ipod+itunes section where you can download itunes and submenus for each ipod productinfo & trials & access to the .Mac account
Quicktime info & download & movie trailers Online customer support
Info on upcoming and existing operating system
Online services “virtual products”Online services “physicalproducts”
Customer Careextensions, info
TV Ad’s, infos,
campaignsabout allproducts
2
HotNews Get a Mac Hardware Software
Made4Mac Eduction
Pro Mac@work Developer
Where to Buy
Your Account View Cart
Saved Cart Order Status
Customer Service
Download iTunes Store
This week Jukebox
Sync with ipod ipod shuffle ipod nano
ipod
Home Mail
Adress Book Bookmarks Homepage
Groups icards Help Log in
download movie trailers
quicktime guide
why quicktime products
developer
advncd search downloads
manuals specifications discussions
training
Leopard Sneak peek
Mac OSX Tiger Switch
Widgets Downloads
Server Developer Resources Feedback
yesterday | today• experiential communications apple experience3
“If you can point you can use a Macintosh” Ease & Simplicity are core values
yesterday | today• experiential communications apple experience3
“Baked Apple” ad about customer service
yesterday | today• experiential communications apple experience3
“Imagine that” ad about competitors. MacOS has been one of the main asset of Apple computers
yesterday | today• experiential communications apple experience3
1996 Apple advertisements, target customer looks quite different than today’s.
yesterday | today• experiential communications apple experience3
The “Think Different” campaign, launched in 1997, was a central factor in Apple’s recovery from financial difficulty, winning admiration for creativity as well as focused attention for new products.
yesterday | today• experiential communications apple experience3
yesterday | today• experiential communications apple experience3
Where do we begin? PCs are for the stuff we have to do, like pie charts and spread-sheets. Macs are for the stuff we want to do, like photos, music and movies. On a PC viruses and crashing are “normal.” On a Mac, everything just works the way it should. And unlike PCs, a Mac comes really to do all the things you want, the day you bring it home. Sounds like differences get used to? Read on.
yesterday | today• experiential communications apple experience3
Out of the box, installation Accident, powercord Trust, many spywares for Pc Fun stuff, Piecharts of holiday
Networking compatibilityRestarting PcMS Office in MacBetter Results in iMovie
yesterday | today• experiential communications apple experience3
iPod Ad
iPod nano Ad
yesterday | today• experiential communications apple experience3
“Completely Remastered” iPod nano Tv ad’s new 3d silhoutes styles
“Hi, I am a mac”I am cool, trendy, young, friendly, casual, reliable, fast, looking for fun,
“Hi, I am a PC”I am boring, formal, cold, old, unreliable, slow, not inspiring
BRAND PERSONA
• experiential communications apple experience3
• customer service apple experience4
The AppleCare Protection Plan is a uniquely integrated service and support solution that extends the complimentary coverage on your Mac to three years from the computer’s purchase date. This comprehensive plan includes expert telephone technical support, global repair coverage, onsite repairs for desktop computers(1), web-based support resources, and powerful diag-nostic tools — all for one economical price.
online support through www.apple.com
• customer service apple experience4
Free Apple WorkshopsMad about movies? Passionate about pictures? Totally into tunes? Our free, hour-long Apple Store Workshops let you extend your knowledge, boost your skills, and meet people that share the same interests. Qualified Mac Special-ists present tips, tricks, and advice that’ll get you up to the next level.
ProCare. Taking care of you.The novice you, who needs a little help learning your way around the Mac. The creative you, who could use a few tips on editing and burning your own DVDs. Even the hurried you, who needs a repair turned around, pronto. ProCare offers everything you need to get the most out of your Mac — and out of yourself. All for only $99 a year. So go ahead. Ask us about ProCare. It’s only available at the Apple Store
The place to go to help you bring your creative projects to life.Working on something wonderful? If you’ve got the vision, we’re here to help with the details. Whether it’s a movie, a photo album, a song, or a presentation, the crea-tive professionals in The Studio can give you the technical expertise and creative suggestions to help make it a reality. Use the new online Apple Store Concierge to make a reservation at The Studio.ProCare. It’s only available at the Apple Store
The place to go for advice, insight, and hands-on technical support.Wondering how to use a new program, import your music into iTunes, or go wireless? What if your Mac or iPod needs to be repaired? Look no further than the Apple Store Genius Bar, where you can talk face-to-face with a highly trained Mac Genius. Our Geniuses will answer all your technical questions, troubleshoot problems, and explain it all in language that’s easy to understand.ProCare. It’s only available at the Apple Store
near future
emphasize on customers by openning more new stores
iPhone
Apple community
iTvto become the centre of home entertainment
entering mobile communications market
Mac OsX leopardmore 3D graphic effects and internet integration
steve jobs 1997 | 1998 summary
References
http://www.designmuseum.org/design/jonathan-ive
http://www.apple-history.com/
www.apple.com
http://en.wikipedia.org/wiki/Apple_Computer
http://us.gizmodo.com/gadgets/portable-media/ipod-bar-japan-great-service-but-the-cocktails-need-work-139631.php
http://digg.com/apple/Huge_Archive_of_Apple_Ads
http://www.duncans.tv/2005/apple-think-different
http://www.dpto.com.br/historia/mac/mac.htm