After years of watching Apple up close,dealing with all of their CEOs and following what they’ve been doing in general,there are six key principles that made this company so hard to compete with.
1. For any product that Apple creates,the people who create it have to want it themselves.
A lot of tech companies are really focused on technology and don’t really care about whether people like it or not.Apple’s approach is quite different.Apple’s engineers actually create products for themselves.They created this concept where they build a product they can’t personally live without.
2. The products have to be easy to use
Design is an important aspect of every Apple product.But let’s be realistic – if the product is hard or awkward to use – it’s worthless to the consumer.All of the products they create must be very easy to figure out,understand and use.Bajarin says: “Apple is the only company I deal with where ease of use is more important than the product itself. Apple makes this a critical goal of its approach to creating anything for the market.”
3. Keep things simple
Bajarin: “I was in Paris in the past two weeks and had talks with various French telecommunications officials about many mobile-computing issues. But one conversation I had in particular emphasizes this keep-it-simple point. We were discussing how to compete with Apple — a major pastime for all Apple competitors and carriers these days — when the question of why Apple is really successful came up. And one exec nailed it when he said he felt that the real reason Apple is successful is because it has one product; in this case the iPhone. It minimizes the decision making process for the consumer by making things simple.”
4. Offer great customer service and in-store experiences
They don’t just ask you “How can i help you?” at an Apple store,do they?Instead,they ask you “What would you like to do today?”They go to the very core of any technology user’s being.They are interested in helping you achieve your goal with the help of their technologies.
5. Apple only makes a product if Apple can do it better
It’s interesting – Apple doesn’t usually invent a new product or category. Apple didn’t event the MP3 player,smartphone,or tablet,instead,they just made them better.Jonathan Ive said recently “Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it.”
6. Apple stays at least two years ahead of its competitors
While other companies are just creating products that are competetive,Apple is creating products for two years from now. For instance,the iPhone that will likely be on the market this fall was signed off on at least two years ago. The one that company is working on now will be available in the fall of 2014.Same with the iPad.Apple is giving a really hard time its competetors.
Bajarin closes by saying, “These six principles may seem a bit simplistic given the fact that Apple also has great software, industrial design and a powerful ecosystem of content, apps and services as part of the company’s success equation. However, I can tell you that from my three decades of following Apple, it’s these six key principles that are what really makes it successful. And as long as it adheres to them, it’s pretty likely that Apple will continue to grow and command a relatively large share of the market in the company’s product categories where it competes.”