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Page 1: Apple Brand Experience
Page 2: Apple Brand Experience

apple case study “design as an company asset”

7th 11 2006 | HelsinkiKORHAN BÜYÜKDEMİRCİ

www.buyukdemirci.com

Page 3: Apple Brand Experience

1983The Apple Lisa was the first home computer with a GUI or graphical user interface.

Page 4: Apple Brand Experience

Today: %75.6 US market

Page 5: Apple Brand Experience

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

Page 6: Apple Brand Experience

welcome

Page 7: Apple Brand Experience
Page 8: Apple Brand Experience

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.

Page 9: Apple Brand Experience

core valuesDesign and innovation

Ease & simplicityquality

Page 10: Apple Brand Experience

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

Page 11: Apple Brand Experience

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

Page 12: Apple Brand Experience

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.

Page 13: Apple Brand Experience

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”

Page 14: Apple Brand Experience

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

Page 15: Apple Brand Experience

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.

Page 16: Apple Brand Experience

• The Product Experience

• The Look and Feel

• Experiential Communications

• Customer Service

experience

Page 17: Apple Brand 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

Page 18: Apple Brand Experience

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

Page 19: Apple Brand Experience

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

Page 20: Apple Brand Experience

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

Page 21: Apple Brand Experience

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

Page 22: Apple Brand Experience

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

Page 23: Apple Brand Experience

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

Page 24: Apple Brand Experience

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.

Page 25: Apple Brand Experience

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

Page 26: Apple Brand Experience

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

Page 27: Apple Brand Experience

yesterday | today• experiential communications apple experience3

“If you can point you can use a Macintosh” Ease & Simplicity are core values

Page 28: Apple Brand Experience

yesterday | today• experiential communications apple experience3

“Baked Apple” ad about customer service

Page 29: Apple Brand Experience

yesterday | today• experiential communications apple experience3

“Imagine that” ad about competitors. MacOS has been one of the main asset of Apple computers

Page 30: Apple Brand Experience

yesterday | today• experiential communications apple experience3

1996 Apple advertisements, target customer looks quite different than today’s.

Page 31: Apple Brand Experience

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.

Page 32: Apple Brand Experience

yesterday | today• experiential communications apple experience3

Page 33: Apple Brand Experience

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.

Page 34: Apple Brand Experience

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

Page 35: Apple Brand Experience

yesterday | today• experiential communications apple experience3

iPod Ad

iPod nano Ad

Page 36: Apple Brand Experience

yesterday | today• experiential communications apple experience3

“Completely Remastered” iPod nano Tv ad’s new 3d silhoutes styles

Page 37: Apple Brand Experience

“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

Page 38: Apple Brand Experience

• 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

Page 39: Apple Brand Experience

• 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

Page 40: Apple Brand Experience

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

Page 41: Apple Brand Experience

steve jobs 1997 | 1998 summary

Page 42: Apple Brand Experience

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

Page 43: Apple Brand Experience