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The Apple Way
Take Their Breath AwayBY
GROUP # 3
Naveed Asif(9536)
Muhammad Rohail(9535)
Muhammad Uzair Khan(9519)
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Take their breath away This chapter is about design.
Focuses on the processes how a product takes form.
Some computer makers think that design is not a bigissue.
They focus on the stuff inside it, its size its weight andthe price point.
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y The design can be differentiator in the market.
yApples emerged as the source of some of the mostsophisticated industrial designs in the world.
y In 2002, iPod won best of best from Design ZentrumNordrhein Westfalen, Essen, Germany And in thesame year, the iBook also won best of best.
y It helped apple to keep company alive.
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Product should be good lookingy The product should look like a consumer product
friendly attractive and heart touching.
y Go all the way with your aesthete i.e developedappreciation in beauty.
y If you know what customer wants then you must giveit.
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From Naked to NormativeyApples first product, the Apple I, was actually sold
without a case.
y Steve jobs already had developed strong ideas abouthow this new machine should present itself to theworld
yAmong his relatively few personal possessions wereseveral boxes made out of an exotic light-colored woodcases for the Apple I.
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y Jobs felt strongly that the appearance of the computerplayed a key role in how the customer would think
about, and therefore use, the computer.
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The Jobs Aestheticy Jobs knew what perfection looked like.
y He had no training whatsoever in art, architecture, orindustrial design.
y In Apples early days, for example, the company shared
a building with Sonys regional sales office.
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Jobs Aesthetic Contd..y Steve would come over and look with great interest.
y He would feel the paper stock to get a sense of itsweight and quality.
y He had an obsession with the visual and the physical.
y He had the impulse for aesthetic perfectionism.
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Designing Without Jobsy Jobs left Apple in September 1985, in an unhappy
rupture with John Sculley.
yApple continued to flounder in the first half of the1990s,
y It is instructive, and more than a little depressing, toread CEO
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Back to the Future,Againy Steve Jobs returned to Apple in the summer of 1997
y The company he thought he had joined in 1992 wassuddenly coming out of hiding, andhappilycallingon his own design skills.
y This only changed when Steve Jobs returned to the company.By reestablishing the core values he had established at thebeginning, Apple again pursued a direction which was clearand different from any other companys. Design and innovation
formed an important part of this new direction
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LESSONSy Form follows function. Except when it leads function,
or runs alongside it.
y Apple sometimes observes the time-honored maxim of formfollowing function. And other times, including some of Applesbiggest successes, form dictates function, or at least is a coequal.
y
Finding the future isnt enough.y Its not enough that you have a sketch or idea in your mind about a
design.
y You also may know how to deliver it.
y Efforts help to make the future.
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y If your product is inherently scary, go to greatlengths to make it look friendly.
y The product should look like a consumer product friendlyattractive and heart touching.
y Even a know-it-all doesnt necessarily know it all.Even a genius know-it-all.
y A compelling vision can be blinding Sometimes the visionaryneeds a little myopia around just to keep good options open.
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yHow to become an aesthete: pay attention, and gethelp.
y If you pay attention and get help from what is around you canbecome a good aesthete.
y You can also hire coach for this.
y In the start you have to be conservative working in a narrowfield but as time passes you must become unpredictableworking on a vast field.
y I
f you know what they want, give it to them.Ignore the skeptics.
y If your gut is talking and you have a good past experience thanyou must follow your gut.
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y Dont go halfway with your aesthetic.
y Go all the way. The great design companies of the world buildtheir brands through a relentless application of their aesthetic.
Go for broke.y Innovate, but dont force it.
y Otherwise, youll wind up with a mouse that looksandworkslike a hockey puck. Take their breath away, but as a
result of their cursing at you.
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Questions ???