Part 1: Who Is Apple Innovating For?

These days, there are a lot of questions swirling around Apple and the biggest question of all is whether Apple has forgotten how to innovate.

Of course, this question is not new.

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The company once notorious for its ability to upend convention and revolutionize markets may no longer have what it takes, worry some technology journalists. Call it the iPad or the iPlod, but the message seems clear: Apple may have lost its mojo. ~ Jeremy A. Kaplan, FOXNews.com, 28 January 2010

I was talking recently to someone who knew Apple well, and I asked him if the people now running the company would be able to keep creating new things the way Apple had under Steve Jobs. His answer was simply ‘no.’ I already feared that would be the answer. I asked more to see how he’d qualify it. But he didn’t qualify it at all. No, there will be no more great new stuff beyond whatever’s currently in the pipeline. So if Apple’s not going to make the next iPad, who is? ~ Paul Graham, March 2012

Two years ago I wrote that without its charismatic founder, Apple would move from being a great company with high growth and high innovation to being a good company with moderate growth and attenuated innovation. After this week’s set of announcements, I stand by that analysis. ~ George Colony, Bloomberg, “Apple Follows” September 2, 2014

Key take aways: Innovation at Apple is over… Just incremental improvements, nothing ground breaking. The best is over for Apple. iPad mini is playing catch up to Google Android, probably will have a mediocre customer adoption. ~ Trip Chowdhry, Global Equities, 23 October 2012

Remember when the iPhone was truly innovative? Think hard, because you’d have to go back to 2007, and the release of the first iPhone. But since then, Apple has been tossing out retread after retread, and this year’s iPhone 5C and iPhone 5S represent a curious creative nadir for the firm. A new Windows Phone video shows how hard Apple must have worked to come up with these turds. Hint: Not that hard. ~ Paul Thurrott, Supersite for Windows, 13 September 2013

Apple’s innovation problem is real. And it’s unlikely to silence the critics if it simply unveils multi-colored iPhones on Tuesday. Rivals have caught up to Apple in the markets it once dominated, and the tech giant’s rumored future products appear to be more evolutionary than revolutionary. ~ Julianne Pepitone and Adrian Covert, CNNMoneyTech, 8 September 2013

They only have 60 days left to either come up with [an iWatch] or they will disappear. –Trip Chowdhry >[Written in April, 2014, one year before the Apple Watch became available.]

Apple lacks innovation, it copies. ~ Denise Garcia, CNBC, Thursday, 24 Mar 2016

While the more affordable products are seen as buying Apple time until its more blockbuster hardware event in September, Apple’s bigger problem is innovation. The company continues to be criticized for failing to innovate in the same way it did when Steve Jobs ran the company.

It has released just one new product category, the Apple Watch, since Tim Cook took the reins in 2011…. ~ Jennifer Booton, Apple sacrifices innovation for mistier market, Mar 23, 2016

The deeper question is whether Apple can keep its place as the North Star of the tech firmament. Can the company build the next great platform in computing, as it did the last one? Are its best days ahead of it, as Timothy D. Cook, the chief executive, insists — or is the new campus the capstone of an era of Apple dominance that we will never see again? ~ Farhad Manjoo, Apple, Set to Move to Its Spaceship, Should Try More Moonshots, May 4, 2016

Apple has always been renowned for being innovative and setting the rules for others to follow. … Ever since the Jobs’ death, Apple has repeatedly failed to truly innovate and offer something in the market, something that the users have never experienced before. ~ Ken Bock, Has Apple Inc. Lost Its Mojo After The Death Of Steve Jobs?, May 24, 2016

Stated simply, I don’t see any present innovation or prospective creativity at Apple. … Innovation is slowing and competitive threats are mounting. … Indeed, Facebook (FB) and Amazon (AMZN) are already challenging Apple’s position as the world’s most popular company.  For many like myself, Apple is already a distant third. ~ Doug’s Daily Diary, Apple in Wonderland (April 27, 2016)

So, are the critics right? Has Apple forgotten how to innovate?

Or, is it we who have forgotten how Apple innovates?

SERIES OUTLINE

This is part 1 of 7 in a series of articles that explores Innovation at Apple.

1. Who is Apple innovating for?
2. Where should Apple’s innovation be focused?
3. How does Apple innovate?
4. When Should Apple Introduce Its Innovations?
5. What does innovation inside of Apple look like to someone outside of Apple?
6. Why does Apple do what it does?
7. Why not be Apple?

Who

Who is Apple Innovating For?

 

Critics seem to think Apple needs to create the next breakthrough product in order to satisfy their desires and the demands of stockholders. Let me be frank: If Apple brings out a product or service because the critics or the stockholders say they have to…then Apple is screwed.

If shareholders imagine companies exist for their benefit, they’re delirious. ~ Horace Dediu (@asymco)

It’s important to remember that the opinions of tech writers… are of no consequence to these companies. ~ @natebarham

(N)either Wall Street nor the tech press have any bearing on what matters. ~ Horace Dediu on Twitter May 16, 2016

THE CUSTOMER

Apple doesn’t do what it does for the critics or the shareholders. Apple is customer-centric. They put the customer, not the company — and certainly not the critics or the stockholders — at the center of their decision-making process. Apple bases everything on understanding their customers’ problems and what their customers might want or need in order to solve those problems.

Our DNA is as a consumer company, for that individual customer who’s voting thumbs up or thumbs down. That’s who we think about. ~ Steve Jobs

(T)he most important thing is that customers love our products and they are using them and the satisfaction has never been higher and the loyalty rates have never been higher. And that is what is really important for us. That’s the most important thing for the long term of Apple. ~ Tim Cook

As James Allworth argues in his HBR article, Steve Jobs Solved the Innovator’s Dilemma, the most profound contribution Steve Jobs made was in demonstrating a radically new way of a running a company: the goal of the firm shifts from making money for the shareholders to delighting the customer.

THE JOB TO BE DONE

Perhaps you’re thinking ‘Hey, every company is customer-centric.’ Not so. It’s not always easy to discern why buyers buy what they buy. The entire field of ‘Jobs To Be Done’ was created for the precise purpose of tackling this very thorny issue. The truth is, what seller’s sell and what buyer’s buy are, far too often, two very different things.

Examples abound. Take the Microsoft Kin, or Windows RT, or Google Glass or the Nexus Q…

…please!

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It’s never easy to perfectly match what the seller sells with what the buyer buys, but a customer-centered approach — like the one Apple uses — helps to align the product design with the purchaser’s desire.

TARGET MARKET

Knowing the customer comes first is a huge part of Apple’s success. However, it is not enough to know your customer comes first. You must also first know your customer.

The technology isn’t the hard part. The hard part is…[determining] who’s the customer. ~ Steve Jobs

‘Who’s the customer?’, is a question that is not asked — and therefore is not answered — nearly enough.

APPLE’S TARGET MARKET

Let’s start with who Apple does not target. Apple does not target ‘everyone, everywhere.’

I am hearing disturbing rumours that Apple is selling a [product] that’s not right for everyone’s needs. ~ Benedict Evans @BenedictEvans

‘Everyone’ is not a target — it’s the opposite of a target. Targeting everyone is targeting no one and it’s one of the surest ways for a business to fail.

I cannot give you the formula for success, but I can give you the formula for failure–which is: Try to please everybody. ~ Herbert Bayard Swope

Apple targets only a small segment of the total market.

It is not Apple or Google’s job, or skill, to fix every vaguely Internet-related UX you’re unhappy with. Mostly they stick to their knitting ~ Benedict Evans (@BenedictEvans) 10/17/14

And that’s okay.

Today’s reminder: just because Apple makes a product that doesn’t meet your personal needs, that doesn’t make it a crappy product. ~ jcieplinski on Twitter

So, if Apple doesn’t target everyone, who do they target?

Say what you will about Apple…but it knows its market. And so do you, probably. Quick, picture an iPhone user. You’re probably picturing somebody young-ish, urban. Somebody who likes a simple user experience that doesn’t change much from model to model. Somebody who admires good industrial design, and who has the money to fit a $600-$800 phone into their budget.

Now, picture a [competitor’s] user. It’s much harder [to do]. ~ C. Custer, TechInAsia

Apple targets that part of the market that buys with intent. And Apple eschews that part of the market that buys by default.

Apple targets those who value their time a little more and their money a little less; those who value raw power a little less and ease of use a little more; those who care a little more and care to pay a little more.

Has Apple been successful in attracting the customers who care?

Damn straight they have.

PCs mostly had people who cared but mobile has everyone, including lots of people who don’t care at all. Apple has most of those who do care. ~ Benedict Evans (@BenedictEvans) 11/29/14

The value of smartphone users is distributed on a curve and Apple has most of the best ones. This has been clear for years ~ Benedict Evans (@BenedictEvans)

Does Apple get every customer they target? Of course not. There are many people who actively choose competing products and those are precisely the prospective customers Apple seeks to acquire. Apple does not, however, seek to acquire the penny pincher or the passive purchaser.

The paradox is that it’s the open, geeky OS that’s given to non-techy late adopters & vice versa ~ Benedict Evans (@BenedictEvans)

[pullquote]Those who do not pay more to get more, pay less to get less[/pullquote]

That’s not really a paradox. That’s the way of the world. Some people are willing to pay to avoid the open, geeky OS. Some people are not. Those who do not pay more to get more, pay less to get less.

And just because there is a small, but vocal, minority who PREFER the geeky OS and who are willing to pay MORE for the geeky OS, does not make any of the above any less true.

Think of it this way. Apple runs a five star restaurant. The fact most people eat at McDonald’s does not make the proprietor of the five star restaurant ‘unpopular,’ ‘clueless,’ or — more to the point — profitless.

In mobile, selling a niche-high-end product turns out to make you the biggest company on earth. ~ Benedict Evans on Twitter

And the fact that many people actually PREFER the food served at McDonalds over the food served in a five star restaurant (you know who you are) does not make the patrons of the five star restaurant cultists, religious fanatics, sheep or mindless fanboys.

In [computing] as in love, we are astonished at what is chosen by others. ~ paraphrasing André Maurois

I like chez Applé, you like McAndroids. It’s all good. Eat. Enjoy.

ASPIRATIONAL

Apple’s target market is niche, yes, but it is larger than most observers realize. It is not just those who are currently interested in — and able to afford — Apple products. Apple products are aspirational. Not everyone can afford them but many desire them and will acquire them when they are able.

And we’ve found that all throughout the world, there were so many people advising us…that people weren’t going to pay for a great product there. Well, let me tell you, it’s a bunch of bull! It’s not true! People everywhere in this world want a great product. And that doesn’t mean that everyone, every single person in the world can afford one yet. But everyone wants one [emphasis added]. And so, if we do our jobs right, and keep making great products, I think there’s a pretty good business there for us. ~ Tim Cook

(T)here are a lot of people in the world who don’t have the pleasure of owning an iPhone yet. ~ Tim Cook

(I)t turns out that people in every country in the world there’s a segment of buyer that wants the best [emphasis added] product and the best experience. And that’s what we’re about providing. ~ Tim Cook

HOW APPLE MEASURES SUCCESS

The critics say Apple is off target; that they’ve missed the mark. But that’s only because the critics don’t know the mark Apple is targeting.

Once you understand WHO Apple is making their products for, you can then — and only then — begin to understand how Apple defines success and failure.

We are winning with our products in all the ways that are most important to us, in customer satisfaction, in product usage and in customer loyalty. ~ Tim Cook

Customers love our products and that is the only thing that really matters. ~ Tim Cook

If you measure success by whether Apple annually ships a new product as profitable as the iPhone — and many critics do — then Apple is one of the least successful companies — if not THE least successful company — in the world.

If, however, you measure success by customer satisfaction, product usage and customer loyalty — and Apple does — then Apple is one of the most successful companies — if not THE most successful company — in the world.

ARTICLE OUTLINE

Tomorrow, part 2 of 7.

1. Who is Apple innovating for?
2. Where should Apple’s innovation be focused?
3. How does Apple innovate?
4. When should Apple introduce its innovations?
5. What does innovation inside of Apple look like to someone outside of Apple?
6. Why does Apple do what it does?
7. Why not be Apple?

Published by

John Kirk

John R. Kirk is a recovering attorney. He has also worked as a financial advisor and a business coach. His love affair with computing started with his purchase of the original Mac in 1985. His primary interest is the field of personal computing (which includes phones, tablets, notebooks and desktops) and his primary focus is on long-term business strategies: What makes a company unique; How do those unique qualities aid or inhibit the success of the company; and why don’t (or can’t) other companies adopt the successful attributes of their competitors?

336 thoughts on “Part 1: Who Is Apple Innovating For?”

  1. The customer for Apple is Venus – the goddess of love. It is music for the ears, smell for the nose, delight for the touch, wonder for the eyes and a satiety for the taste. If you don’t want Apple, you are not hungry for the life.

    1. Venus was a serial philanderer, mostly said to have arisen from another god’s .. male parts (or their blood) when they were cut off by that god’s angry son. She was married to an old, ugly, violent, evil smith. Not named Foxcon ?

      So, an iffy figure to be associated with. Also, she usually represents sex even debauchery, to which notoriously prudish/eunuch-y Apple is allergic. Not a good fit.

      1. I am delighted with your choice of words. Is that how they break eggs in France?? And I don’t feel you know Apple well enough..
        Try listening to Beats 1 for one and pre-installed iPhone SE games for another one. Apple prudish??? May be in business.

  2. The two most successful companies are Apple and Amazon, and both of them put the customer well above everything else. Their leaders have clearly stated this many times and other businesses could learn from it. But no, they’re focussed on their profits, or the competition, or their stock, or the CEO’s salary, so they’re not Number 1 like they could be. It’s strange.

    1. Amazon is as successful as Apple? Really? Pretty sure that both Google and even Microsoft are more successful than Amazon. Show me the money!

      1. Let’s not be petty. Only a few companies have changed the world. Amazon is one of them. Google too. I think, for example, that Google search is one of the greatest services ever. But Apple, though it stands on the shoulders of giants, may well be the most influential company of our time.

  3. “Apple runs a five star restaurant. The fact most people eat at McDonald’s does not make the proprietor of the five star restaurant ‘unpopular,’ ‘clueless,’ or — more to the point — profitless”.

    I’m well aware that’s how Apple fans fantasize the situation. Does it have any bearing with reality though ?
    – standardized & flavorless. That’s McD, and Apple
    – overpriced, that’s McD, and Apple (not sure in the US, but in France I can get a proper sit-down lunch for the price a McD, or a much better, fresher sandwich for half that)
    – sold mostly on branding and safety (biological and social), that’s McD, and Apple

    The fact that Android’s five-star restaurant is mostly making profit for the chef does not make its food bad…

      1. Saves you from trying to address any of my objections to your not-working analogy I guess…

        Apple’s profits don’t make your analogy any good either. Over time, McD makes a lot more money than 5* restaurants, much like Apple. So even “the market” proves your analogy totally off-base.

        But hey, find solace, McD has had enduring success too… sorry it doesn’t quite match the self-image you’d like, but standardized goods, even when sold at high prices, are not 5* fare, and are food for the very boring. Handbags !

      2. Need I remind you that Trump is going to be the Republican nominee? Popular can still be wrong!

        1. No politics please, I beg of you.

          Let’s take this part of the thread no further. Thanks. 🙂

    1. “Android’s five-star restaurant”

      Oh boy, there it is again: that false comparison between Apple (an entity, company, team) and “Android” (a platform).

      In John’s metaphor, Apple (an entity, company, team) “runs a five star restaurant”.

      How is Android “running” anything?

      Google or Samsung might be “running” something. By all accounts, whatever they run, they don’t put the same thought, polish, talent, consideration, attention to detail, or service toward the end user into it.

      How about this: “Android” is a food court at a mall. You can pick just about anything you want from any vendor, and sit down at the same table as your friends who picked from a different vendor. You can even buy your drink at one stand, your fries at another, and your burger at yet another. Next day, you can start all over again.

      “Standardized and tasteless” — I can only assume that you mean that Apple serves one “dish” when it comes to phones. With the smartphone as a hamburger, you have a choice of 30 hamburgers in all shapes and sizes and configuration in the food court; but only one gourmet burger at Apple’s, where the chef made the bun himself, ground the steak himself, and didn’t pull components out of a box in a freezer.

      Food court food is only “tasty” because people are used to the MSG and sugars in processed food. Food court food is only “non-standard”, because people are looking for the next promotional product in the food court — a new sauce, a new flavour, a new twist on a mash-up of products using standardized components from the freezer (the “Mexican wrap burger”, or the “pulled pork wrap”). Next day they go back to the same-old “favourite” that filled their belly last week.

      Few may dine in a five-star restaurant every day. Yet dining in a five-star restaurant, however limited the menu, does tend to inspire healthier lifestyle changes and creativity, personal effort, etc. Dining in the food court fills a hole, tends to be an after thought in more cases, and tends to breed more dissatisfaction.

      Yes, yes, you can quite happily eat a meal out for $10 instead of $50. But sometimes people don’t just want to fill up their mouths and bellies. John simply stated that people often like to pay for something more than filling their bellies: They may like anticipation, they may like the care and consideration of more personal service, etc., and above all they may simply like the fact that the chef takes pride in his work.

      1. And yet, Apple is closer to a McD than a 5* (standardized, overpriced, sold on image, to image-dependent customers)(*), and Android to a 5* than a McD.
        I doubt you can find the best anything in a food court. In Android, you can find the best screen, the best camera, the best sound, the best durability, the best battery… Only w/ Apple can’t you barely find the best anything, and that only with Apple-tinted glasses that’s McD.

        I’m not saying my reverse analogy is good, its starting point was utterly bad. I’m just saying that inventing “5* restaurants” and saying Apple is like one doesn’t work any better than saying Apple is McD. Riding the coattails of Apple’s profits doesn’t make saying *anything* obsequious about it correct.

        (*) Not that I hate McD uncomditionnally, I make sure to go there 1/month to remind me why I dislike it, don’t know elsewhere, but in France they’ve taken to installing huge boards for self-order, with the credit card terminal at knee height. Same w/ Apple, I do recommend Apple gear about 1/month. Cringing, for both ^^

        1. Of course one can find better examples of a given ingredient on a given day. What is in short supply in the world are good dishes.

          You are hung up on “Billions served”. Half the time you go on about the ubiquity of Android, and how it is the “people’s choice”. Yet, here you are, complaining that the popularity of Apple’s one phone “dish” (above possibly any other single phone) makes it more like McDonald’s.

          Great. Apple knows its business. Like McDonald’s.

          What’s different is that Apple acts more like a high-end restaurant with visionary chefs who care passionately about their products, rather than a committee of marketers who come up with a new twist every week.

          If you think the “passion” for a McDonald’s hamburger (repeat business) is the same as the “passion” for good food or great execution in the kitchen, I am sorry.

          McDonald’s has very little competition in much of the world (as far as convenient locations that are clean, have wifi, drive-through, etc.). They are common here in NL, but have little nearby-competition, as in the commercial strips in USA. Where you find some choice, such as a nearby Burger King or KFC, then McDonald’s faces some competition. McD is Samsung.

          It doesn’t matter what the fast-food scene is like, passion for good food and great execution in the kitchen is enduring and of a different nature.

          Apple’s profits follow the sales of its products. That shows only that people like what it sells (and appreciate the passion and talent of its chefs). That Apple can execute in McDonald’s-like volumes is evidence that Apple is also good at business.

          You are making both more and less of that relationship (product and business) than is warranted. You miss it completely every time these facets of the discussion come up (just about every time, in other words).

        2. Of course one can find better examples of a given ingredient on a given day. What is in short supply in the world are good dishes.

          You seem to be hung up on “Billions served”. Half the time you go on about the ubiquity of Android, like it is the “people’s choice”. Yet, here you are, complaining that the popularity of Apple’s one phone “dish” (above possibly any other single phone) makes it more like McDonald’s.

          Great. Apple knows its business. Like McDonald’s.

          What’s different is that Apple acts more like a high-end restaurant with visionary chefs who care passionately about their products, rather than a committee of marketers who come up with a new twist every week.

          If you think the “passion” for a McDonald’s hamburger (repeat business) is the same as the “passion” for good food or great execution in the kitchen, I am sorry.

          McDonald’s has very little competition in much of the world (as far as convenient locations that are clean, have wifi, drive-through, etc.). They are common here in NL, but have little nearby-competition, as in the commercial strips in USA. Where you find some choice, such as a nearby Burger King or KFC, then McDonald’s faces some competition. McD is Samsung.

          It doesn’t matter what the fast-food scene is like, a passion for good food and great execution in the kitchen is enduring and of a different nature.

          Apple’s profits follow the sales of its products. That shows only that people like what Apple sells, and appreciate the passion and talent of its chefs, even if more expensive. That Apple can at the same time execute in McDonald’s-like volumes is evidence that Apple is also good at business.

          You are making both more and less of that relationship (product and business) than is warranted. You miss it completely almost every time these facets of the discussion come up (almost every article, in other words).

          Lovely: because Samsung can barely sell any of its flagship phones, that makes it more like a 5-star restaurant than Apple? Way to butcher the analogy — and reality! And because we can appreciate both the passion and talent of the chefs in the kitchen, and the passion and talent of the restraunteur running the business and making it a global success, we are obsequious — yes, we get it.

  4. Love all these comments Apple still continues to make more money and have a larger Market Cap than any other Company maybe there are doing something right. They also have a P/E that makes it a safe investment.

    1. “have a larger Market Cap than any other Company maybe there are doing something right. ”

      Fantasy, meet reality. Again.

          1. The two times so far (and I am sure there will be more in the future) Google’s lead didn’t even last a day.

            Joe

          2. But it seems the whole godliness of Apple hinges on profits and market value (not products, not market share, …), so its market value teetering on the brink of not being the biggest must mean something, I guess ?

            Personally, I think market share is more representative of how important something is, and product quality/features/perf are very important… but Apple pushers have been moving away from those in favor of financial data, I guess because that’s the last area where Apple shines.

          3. I can only assume you are talking to/about someone else at this point. So whoever they are, I’ll let them speak for themselves.

            Joe

    2. Apple, in an off quarter, made 10.5 billion dollars. That’s more than Facebook, Google and Microsoft combined. That’s more than 97% of the fortune 500’s COMBINED profits.

      Just to put that in perspective, the quarter before last, Apple made 18.5 billion in profit.

      The critics and the investors may not be impressed with the size of great white shark that is Apple. But I assure you, the other fish are.

  5. Apples customers have always had two clusters — schools and consumers on the one end, and professional creatives on the other. And the new features that apple introduces in its products have similarly followed two paths. On the one hand, providing a mix of tangible and intangible values for picky customers willing to spend more (as discussed in this articel).

    On the other hand, providing unusual features that meet unusual needs. It’s the latter trend that produces things like the mac mini (for a few years you could not get an alternative computer in its size/price class) and the macbook air (likewise sat alone in its weight/size class for years), or sees to it that, eg, Apple’s displays are factory calibrated and of top quality.

    (currently suffering from plague^H^H^H a vile cold, so lack brainpower to fully elucidate what I’m trying to say here)

  6. Both Google and Apple are selling the same product…access to the web. Apple is selling mobile access to it and Google is selling a way to find what you need in it, but it is the value of that knowledge that makes them great. It wasn’t phones or music that made the iPhone indispensable. And obviously, Google is little more than a preliminary way to access it.

    The real innovation of the past 20 years has been the accumulated creativity of the millions (billions?) of people who have created web pages. This was beyond the wildest dreams of the most creative science fiction writers and is happened without a government mandate.

    If Apple is going to create a product that is as successful as the iPhone, it will have to create something that offers equivalent motivation to buy it. Everything else is basically evolutionary.

    1. I respectfully disagree. Google wants you to live on the web, but Apple wants you to live in your apps on your phone.

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