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• Steve, the Most admired Innovator; Apple
Products, the Byword for Innovation.
• A Case of a Magical Marketer Hidden inside a
• Consumer Orientation guided Steve’s Product Design
• Steve always looked at Product as a Carrier of Value
Correctly Sized Up The New Consumer
• Jobs understood the new target community.
• It was the new community that was generally
prosperous, wanted new technology, and was
• He didn’t invent new technology, but
repackaged them with taste and quality.
‘An Ecosystem of Lifestyle Devices’
• Steve Job’s products are called an ‘ecosystem of lifestyle devices’, not just
any other product.
• He wanted device
interconnectivity, so that the
consumer could view a photo
that he took on his phone, on
his Computer effortlessly.
• If you own multiple Apple devices,
it is possible for you to have the same
content on all of your Apple devices.
Importance Of Customer’s Emotional
• Steve Jobs wanted to create the ‘Wow’ effect after a customer saw his
product for the first time.
• Customers, as a whole, are delighted by new innovations and new, unique
• Emotional attachment to the
company was also created
through world class after-sales
service through its Apple Care
• In economics and marketing, product differentiation is the
process of distinguishing a product or service from others, to
make it more attractive to a particular target market. This
involves differentiating it from competitors' products as well
as a firm's own products.
• Apple differentiates its products
from those of its competitors
by having more innovative
technology, premium prices,
design quality and simplicity.
Early Galaxy S phones and their software
Apple Galaxy S
heavily influenced by the iPhone.
Differentiation-based Marketing Strategy
Steve Job’s strategy for Apple was:
• Offer a small number of products.
• Give priority to profits over
• Focus on the high end.
• Create a halo effect that
makes people starve for
new Apple products.
A Little More Of Steve Jobs
• Steve Jobs called the computer, the bicycle of the mind.
• As said by a popular technology blogger, “Instead of a
computer being a destination, it's something that is always
with us, ready to call up a map, or a restaurant
recommendation, or simply fill time with a flapping bird. To
put it another way, mobile is a big deal not because we use
computers more, but because a computer is with us in more
• This is exactly what the iPhone and the smartphones that
followed have done for people.
Ingredients of Steve’s Product
There were three key elements for achieving
• Innovating more than inventing,
• Design excellence, and
Innovating More Than Inventing
• Steve Jobs was an innovator, rather than an inventor.
• Apple, under him, took concepts, improved them, and made
them into ‘Wow’ products.
• All Apple devices that we know of, were reinvented for people
didn’t want to learn
or negotiate the technical
hassles of keeping their
• Apple’s products represented a gel of elegance, smartness,
ingenuity, and novelty, with the latest in technology.
An Example Of Apple’s Early
• A computer with a mouse – Apple Lisa.
• The Apple Lisa came with a single button mouse that used the
GUI (Graphical User Interface) called Xerox Star from the
company, Xerox Alto.
• This mouse has since been replaced by more technologically
superior products, such as the magic mouse.
Another Example – The Apple iPod
• The iPod wasn’t the first music player with a hard
drive when it was introduced in 2001.
• Before that we had the Rio PMP300, introduced in
• iTunes started as a simple software that
ripped your CDs into mp3 files.
• But, now it has become a platform where you
can not only play music, but also buy music,
movies, books, games to play on your iOS
• Steve was a perfect sculptor.
Design has contributed a huge part in success of
The best pro of an Apple is it is nimble.
Apple’s top priority is to maximise efficiency thereby
minimising cost .
Steve job wanted to make most advanced
technology simple to use .. For examples are ..
DIGITAL MUSIC PLAYER
APPLE specifically introduced and focused on user
friendliness with the release of IPOD , a device for music
Apple innovated a lot and presented iphone with multitouch
interface with a large touch screen that comes in handy.
APPLE introduced IPAD in 2010 with a touch interface
.This was a complete definition of tablet computer as a
new class of portable device .This product was highly
appreciated by the consumers.
Even the Rivals appreciated the looks of Apple
Products. For eg. IOS 7
“You know good design when you use it” this was
one of the tag line of apple iOS 7.
• This device is so inclined to its aesthetic sense
that it makes customers clear about their
thoughts on the device which revolves around its
Some of the Famous Products Steve
• Macintosh 
• iMac 
• iPod 
• iPhone 
• iPad 
Steve Jobs has and is still touching
the lives of people all around the
world today. His story is amazing
to read because despite all of the
hardships he faced, he did what he
said he was going to do: become a
Thank you , for listening so patiently. You may ask us questions now