“To be realistic today is to be visionary. To be realistic is to be starry-eyed” said former politician Hubert Humphrey. This quote easily describes the career of one man who decided to turn a crunched apple into the world’s most valuable technology company: Steve Jobs, an entrepreneur that understood the world of entertainment better than probably any other specialist in his industry.His death on October 5th 2011 was a shock for many people. “We are deeply saddened to announce that Steve Jobs passed away. […] Steve’s brilliance, passion and energy were the source of countless innovations that enrich and improve all of our lives. The world is immeasurably better because of Steve”, announced both the company and Apple co-founder Stephen Wozniak. Even Barack Obama lamented the loss explaining that “Steve was among the greatest of American innovators - brave enough to think differently.” We must admit that Steve Jobs was an unconventional CEO. Indeed, he acted and thought very differently from others and his managerial philosophy revealed this spirit as well as the outfits he wore during his oral presentations – a black turtleneck sweater, jeans and sneakers. Some of his colleagues however don’t hesitate to classify him as a perfectionist and a determinate CEO with a will to create the most amazing and easy-to-use devices. As a consequence, even with tough moments in the mid 90’s the Cupertino-based company is now seen as one of the most innovative in the world.
But what is the real source of Apple’s success? Mainly about marketing and the emotive benefits associated with the brand such as a cool design esthetic or the sense of community evoked in the commercials. If you were watching an Apple advertisement, you would probably realize that using an Apple product seems so natural and so intuitive that you would want to try it. Whereas other companies focus on speed, memory or brand new technologies, Apple makes you believe that their products can change your life. Everything to be happy is embodied in Apple products. You don’t need it, but you want it. Here is the magic formula.
Initially, people were asked through surveys what they would need and according to this information a company would design, produce and launch a product. Apple decided to switch these guidelines by creating a device first and then convinces people they would need it. An easy and current example would be the iPad. Who really need an iPad? More expensive than a computer, this tool is nothing but a bigger iPhone (I even wonder if you can call with it). But the company has sold thousands of them and didn’t wait customers to say “that would be nice getting a tool between an iPhone and an iMac”. The iPad has a cool and trendy image while still appearing brand new. It is supposed to bring a revolution (somewhere, probably) because nothing like that has been released or even created before. Well…almost nothing – Microsoft released a tablet computer in 2001 but completely failed because of electronic problems and a high price. The image of that product was also too “professional” whereas the Apple products can be used by any citizen in the planet. The company creates a community that is not linked by the jobs or the sports you are doing but with the Apple products you have. People are Apple. No matter their religion or values or likes and dislikes.
The messages and the mourn after Steve’s death revealed how people considered him to be one of the most famous CEO on the planet. Some are calling him a pioneer. Or a genius. Or even a virtuoso. For them, Steve Jobs changed their lives.
The loss is huge for the company. The man was the definition of what an entrepreneur is. Somebody who took the risks to innovate and propose the best tools, robust enough to live longer than cheap products and well-designed to be turned into a piece of art (which initially is everything but pretty. Do you really consider a computer a piece of art?).
Creativity, thy name was Steve Jobs. But what will it mean for Apple if he’s not there? Let's hope that the motto “an apple a day, keeps the doctor away” will work.
Romain Balducci
If you want to know more about Apple - in particular its story which voluntarily wasn’t developed in this article - here are several links:
I really appreciated reading this article. I am myself crazy about Apple (of course I am the owner of a wonderful white Iphone 4). Of course, Steve Jobs was a genius and all of his inventions revolutionized our planet. An Iphone, what a magical device, you do not need a GPS anymore, either recipe books. You are bored during a journey? Take your Iphone, it’s full of silly games. Keep in touch with your friends on facebook, listen to music, and check the weather forecast… With an Iphone, you can do e-ve-ry-thing (or almost, I would be even more satisfied if it could also do dishwasher).
ReplyDeleteBut, behind this wonderful company is still hidden a huge American multinational which grows at the expense of the smaller: Apple relocates its production in China and in India which obviously means: children work, high number of hours worked, discrimination, no protection, no respect of the environment and others. In this famous “sweatshop” company - as ChinaLabourWatch called it- Foxconn, a high number of suicides of employees have been registered lately. Foxconn is an Apple subsidiary.
The most interesting is how Apple reacts to the criticism: in a report, Apple denounces indirectly its suppliers in order to clear itself. This marketing operation will work only if it enables to improve the working conditions in these factories. That said, I fully understand that it is how a huge number of companies act, and well… it is how business works, right?
Marjorie Reversat
After listening to Steve Jobs’ speech at Stanford University “How to live before you die”, I was quite impressed to find out he dropped out of college, so I’m thinking about how the idea of “go to school, learn something and find a well-paid job” was sold to us as the only option for our future but then I look back to Steve‘s example, how come a “Technologist” who was not even an engineer could change the image we have nowadays of technology, computers etc… But actually what impressed me the most was his message of “never stop dreaming”, never stop being curious, we shouldn’t take anything for granted and keep learning. As Master’s students we’re looking forward for the ideal job sometimes forgetting that what we have to find first is what we love, what are our passions, we need to fall in love with our future jobs just as we did with our lovers, so when we would be applying for a training or a placement we should not just accept what they have left, but what we really want to do.
ReplyDeleteIngryd Perez
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