For many, Apple is a confusing company: on the one hand, it's an undeniable success - building a whole range of products and then gaining dominance and making more money than any other business in the world.
So far, however, it seems that our customers are unable to understand this: we have never been asked to remove the features we like, ignore our own products, and make weird trade-offs. So how can even the most profitable company in the world be so stupid? Many people say that their exceptional marketing will allow them to tolerate these mistakes. Others see them as chaotic and distracted, really just the edge of previous success. These feelings are everywhere on the internet and quite frankly, they are understandable. By becoming such a secret company, they give up the opportunity to explain themselves and make us guess from the outside. But theories like this only raise more questions: If the only way to maximize profits is marketing, then why focus on so few products? Their brand should be used to sell anything and everything like Samsung. And why remove things like headphone jacks? These are very conscious decisions, yet they guarantee a more negative press than selling adapters. Stupidity as they sound, there must be some kind of strategy here, a really inefficient company will have to work miracles to make it succeed for a long time. In what sense: these big companies are not run so much by individual employees as organizational principles. So, you can hate their strategy, think they are too expensive and don’t agree with every decision they make, but in no way are they recklessly arbitrary.
The only way to make sense of it all - to understand their success, to predict their future and to explain their mistakes - is to know how they think. And just three principles are enough to explain almost everything.This is the grand theory of the Apple. Apple is considered a technology company and anything else would seem ridiculous. But it is also ridiculous to say that its objectives are the same as those of other technology companies. Their business may include transistors and resistors, but from their point of view, this is only relevant. Technology is really the enemy - a distraction, a source of confusion. In the ideal world, no one cares about RAM, or even don't know how to use a computer: they're just drawing, reading, or talking. This may sound idealistic, but consider how much it explains: this is why their tools are crazy about making thin, light and smooth. Removing ports, bezels and even buttons. It also adapts to some devices more than others. Because from their point of view, each device is basically competing in the same category. As his executive Phil Schiller put it bluntly: "The job of the watch is that you don't always have to pick up your phone, the job of the phone is to do as many things as you probably don't need. Your iPad, the work of the iPad will be so powerful and capable that you will never no need for notebooks, the job of notebooks is to make sure you never need a desktop”. The goal of each device is to move less, make less confusing technology more cumbersome, and make confusing neighbors obsolete. They are far from the vision of what a computer should be. Apple have a large group of fans and customers who think the moment has changed, they are now crazy about diluting the device at any cost, but this has always been the goal, it is now technically possible to do so. Products can now overlap with competitors, but there will be no mistake: it is possible to remove anything else that will be seen as an unnecessary hindrance to them. Will do. And the easier it is to do, the less they will look like a technology company.
When Steve Jobs returned to the company in 1997, he was confused: he was selling millions of different products without a clear strategy. So he simplified the whole company into a simple chart. They would make a single computer for every market, but it would be really good. They have grown a lot since then and they had to expand that strategy. But compared to their competitors, they still focus on the issue of leaving money on the table. Only their brand could sell them almost anything but they make a selective choice of where to focus their attention. Even a good idea is not enough to justify their creation - they have to believe that it is vast. This constant fear of over-complication allows them to invest a lot of time and resources in each project. By investing in features that will not yet see the light of day in the future, they are able to plan for years and years in this way. And if they decide that their time and attention will no longer be appropriate, you wake up and understand. There will be an iPhone someday. It's not that Apple doesn't listen to Paul's feedback, or sometimes asks for it, but in the end, they value your decision more than you do. This may sound surprisingly silly, but it really is the biggest key to their success, because without it they could only succeed once. Many companies make a very successful product, but they give milk as long as possible by giving customers what they want. That's exactly what they did when Microsoft created Windows. They’re obviously doing quite well, but that means they weren’t ready when the smartphone was turned off. Apple does the opposite, they are constantly trying to compete with themselves. No other company would be killed for the success of the iPod, but Apple beat the iPod with the iPhone. No product lasts forever, so while hurting to ruin your own success, it is important to stay on top in the long run. This means listening to your customers asking for a better iPod and instead creating the knowledge they don’t want. Swallowing can be a really difficult pill, especially in more tangible form - removal floppy drive, CD drive, old charger, home button, headphone jack and USB-A. People get angry, often for good reason: it seems like an unnecessary source of frustration. You may know this. But they also know that they are powerful enough to sustain these infections. They may lose some customers and take some negative PR. Because the top is huge. Journalists write that these changes are signs of a problem, but only if they stop is the real danger. When they start listening to customers, their chances of doing the next big thing diminish. When the iPhone is released, they will still be looking to upgrade their iPod. Because, quite frankly, you and I won’t ask about the next big thing, we don’t know what it is. But Apple has grown. They, part of their job, say the service they offer is “no we won’t give you what you want” and again, this can be surprisingly frustrating, sometimes it just goes wrong. The iPhone was slowing down the big phone market because for a long time they thought they knew better than us. And this mentality can also create a bit of insensitivity. But there is a risk of taking them, because most of the time they really take money by ignoring customers. A good theory not only makes us aware of the past but also makes predictable predictions about the future.
So if these principles are really in Apple's mind, we can expect certain results. First, if the Apple is more motivated by these values than pure values, we can expect customers to make angry sacrifices. Whether it’s a more powerful iPad, a hybrid device, or a completely different one, they’ll keep investing in the Mac Antilla point where they feel the option is better. Before customers are really ready, they will pull the plug on perfectly profitable devices to get to the goal of smaller, less sophisticated technology. And as we speak now, somewhere in California Apple is working on something designed to kill their current bestseller. Something designed to make their own business out of date.
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