Roman Sterly12th April 2012

Mac

“Innovation has nothing to do with how many dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R & D. It's not about money. It's about the people you have, how you're led, and how much you get it. ”

1984 Apple's Macintosh Commercialhttp://www.youtube.com/watch?v=OYecfV3ubP8

“Focus is about saying, No. And the result of that focus is going to be some really great products where the total is much greater than the sum of the parts.”

“We think the Mac will sell zillions, but we didn't build the Mac for anybody else. We built it for ourselves. We were the group of people who were going to judge whether it was great or not. We weren't going to go out and do market research. We just wanted to build the best thing we could build.”

”And it comes from saying no to 1,000 things to make sure we don't get on the wrong track or try to do too much. We're always thinking about new markets we could enter, but it's only by saying no that you can concentrate on the things that are really important.”

“But innovation comes from people meeting up in the hallways or calling each other at 10:30 at night with a new idea, or because they realized something that shoots holes in how we've been thinking about a problem.”

“We made the buttons on the screen look so good you'll want to lick them.”

“We've gone through the operating system and looked at everything and asked how can we simplify this and make it more powerful at the same time.”

Think Differenthttp://www.youtube.com/watch?v=4oAB83Z1ydE

Digital hub

iPod

“Have the courage to follow your heart and intuition. They somehow already know what you truly want to become.”

“You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.”

“We hire people who want to make the best things in the world.”

iPod78%

Others22%

Portable music players market share

“Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.”

“I want to put a ding in the universe.”

iTunes

“Apple is leading the digital music revolution, but at its core, it's all about the music.”

15,000,000,000 downloads

iPhone

“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things.”

“Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma - which is living with the results of other people's thinking. Don't let the noise of other's opinions drown out your own inner voice.“

“Design is not just what it looks like and feels like. Design is how it works.”

iPad

“Innovation distinguishes between a leader and a follower.”

Samsung Galaxy Tab Official Commercialhttp://www.youtube.com/watch?v=GHPJdqgsJ9g

Apple iPad 2 Commercial – Nowhttp://www.youtube.com/watch?v=jk2cJTbwm04

Post PC

“I've always wanted to own and control the primary technology in everything we do. ”

Key Factors

• Creativity• Product innovation• Business model innovation• Customer experience innovation• Steve Jobs

Competitive Advantages

• Design and innovation oriented• Horizontal and vertical integration• Products from scrap to full experience• Plug & Play• Reasearch and development

Market cap 583.85BShare price 626$

(11.4.2012)

“Stay hungry, stay foolish.”