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Sherry L Ashcraft
Case Analysis 1
Apple Computer: Research how Apple managed to reinvent itself over the years. TM583
November 4, 2012
What were some of Apple's biggest successes and failures? Describe why. Apple created some “insanely great” and successful products. A listing of products includes the Apple II, Macintosh, IMac, IPod, IPhone, ITunes, Ipad, LaserWriter, etc. The main reason that these products were so successful is that they dramatically improved the user experience. He was also a perfectionist in the design of a product. He was an artist who thought in 3-D about the user’s needs. I think that Steve Jobs had learned that the only way that he was going to win with New Product Development (“NPD”) was to listen to the customer’s needs. It cannot be a situation where one looks at what technology that one has and then tries to package it to sell to the client (i.e. the science-push method.) One needs to look at the customer's needs. The demand-pull method of new product development focuses on the customer. I think that Steve Jobs learned this the hard way. .

While Apple had tremendous success in the early years with Apple II and Macintosh, Apple had some wildly unsuccessful ventures, as well. The unsuccessful ventures include Apple III, Apple Lisa, Apple Newton, and the Copland OS among others. Apple was at the brink of bankruptcy in the 1990s. Steve Jobs came back and found capital to sustain the company and get it back to being successful. The company did not focus on dramatically improving the customer experience. During this time, there was a lot of cost cutting, layoffs and money saving efficiencies. These items overshadowed creativity.

How much of Apple's success can be linked directly back to its culture? Why? Much of Apple’s success can relate back to its corporate culture. Apple doesn’t follow the crowd. They are industry leaders. Apple has an air of secrecy with its NPD. It tries to keep NPD a secret until it is formally...

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