iPods made up 21.6 percent of the global digital music player market in 2003, and sales accounted for nearly half of Apple’s $7.1 billion in first-quarter revenue in 2007. It was a huge hit and dominated MP3 player sales. Unlike most MP3 players, the iPod allowed users to navigate hundreds of songs intuitively with their thumbs. On October 23, 2001, Apple released the iPod with the tagline, “1,000 songs in your pocket.” The iPod had the storage capacity of a hard drive player but was also simple to operate and transport. However, users had to choose between small, low-volume flash memory players and huge, high-volume, difficult-to-use hard drives. Users increasingly downloaded music to their PCs over file-sharing networks and then copied it to portable MP3 players.īy 2001, over 75 manufacturers offered about 100 MP3 players. In the late 1990s, music began to migrate from stereos to computers. Think different, listen different: The iPod Let’s look briefly at two of these strategic moves before taking a more in-depth look of one of them, the iPhone. Rather than trying to outrun competitors in existing industries, all these strategic moves created new market space, generated new demand and made Apple the most admired and valuable American company within a decade.Īpple may not have been the industry’s first mover, but it was the value pioneer that pushed the industry’s frontiers outward and tapped latent demand. We call such actions, blue ocean strategic moves, a set of managerial actions and decisions involved in making a major market-creating business offering.Īpple’s strategic moves over this decade took the form of the iPod, iTunes, the App Store, the iPhone, the iPad, and more. Throughout history, companies have created growth not by exploiting existing demand but by reconstructing existing industry boundaries to create new market space and unlock latent demand. The Power of Thinking Differently – Apple’s Blue Ocean Strategic Moves from 2001 to 2011 From this point on, the company made several strategically critical and distinctive moves that transformed Apple from a struggling tech company into the biggest and arguably most influential company in the world. And it opened up a computer world for a lot of people who thought differently … And I think you still have to think differently to buy an Apple computer.”Īpple now had three characteristics of a good strategy: it was focused, divergent, and had a clear and compelling tagline. It was a totally different computer, worked in a totally different way, used a totally different part of your brain. “I think you had to really think differently when you bought a Mac. In Steve Jobs’ own words, “you always had to be a little different to buy an Apple computer.” The inference is that Apple users also think different, ask different questions, and potentially change the world. The message communicates to customers what Apple stands for by celebrating and linking Apple to those innovators who moved the world ahead. Because the people who are crazy enough to think they can change the world are the ones who do. And while some may see them as the crazy ones, we see genius. About the only thing you can’t do is ignore them. You can quote them, disagree with them, glorify or vilify them. They’re not fond of rules and they have no respect for the status quo. Here’s the transcript from the “Crazy Ones” advertisement: The tagline of Apple’s ‘Think Different’ campaign expressed how, under Steve Jobs’ leadership, Apple would construct a radically different future from its troubled days in the early 1990s.Īpple’s ‘Think Different’ slogan altered our perceptions of campaigns, advertisements, posters, and, of course, computers and technology. StepsApp is a beautiful, well-crafted app that does a far better job at visualizing Health data than Apple’s built-in software.The message behind Apple’s ‘Think Different’ slogan There’s also six color schemes to personalize the display, along with a setting to adjust step length the automatic default method worked well for me, however. Speaking of calories, a $3 in-app purchase to StepsApp Pro keeps track of what you’ve burned each day, and provides more precise step counts that factor in sex, body size, weight, and age. A Notification Center Today widget rounds out the package, which also displays the day’s distance and calories burned.įor a modest in-app upgrade fee, StepsApp Pro adds a splash of color, along with more accurate step counts based on physical type. Naturally, there’s also an Apple Watch app for displaying the current day’s progress, although it doesn’t currently support Glances. Thanks to Apple Health support, StepsApp can send its data to other connected apps, as well as receive the same, including activity recorded on supported devices. As with most modern health-centric software, StepsApp is no island unto itself.
0 Comments
Leave a Reply. |