Apple - Design Thinking and Innovation at Apple

7835 Words Oct 20th, 2013 32 Pages
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markets. It built retail stores when competitors were moving to direct sales and distribution models, and its products were rarely first to market. There was, however, a surprising consistency in the way the company worked. Simply put, the “Apple Way” was a set of principles with a deep commitment to great products and services at its core: design thinking, clear development strategy and execution, its CEO as chief innovator, and the rational courage to conduct bold business experiments.
Design Thinking
Those of us on the [original] Macintosh team were really excited about what we were doing. The result was that people saw a Mac and fell in love with it. . . . There was an emotional connection . . . that I think came from the heart and soul of the design team.
— Bill Atkinson,1 Member of Apple Macintosh Development Team
It was not evident that falling in love with computers was something that made sense at the time when these were machines for data processing and
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