secret that Apple is a wildly successful software/computing company. Its
products compete with some of the largest tech giants in the world like Google
and Microsoft, yet it beat them all when Millward Brown (and over 2 million
consumers) selected Apple as the world's most
valuable brand in the 2011 BrandZ study.
Apple, the strategy is quality over quantity. The company has a smaller
portfolio than most tech companies, but that hasn't stopped it from being in
the top ranks. Just last month, Apple announced record fiscal
Q2 revenue of $24.67 billion USD.
certainly come a long way after experiencing consecutive quarterly losses
during its attempts at reinvention in the mid to late 1990's. But many credit
Jobs' return to Apple in the late 90's for the company's turnaround and
introduction of revolutionary products.
according to Nike CEO Mark Parker, it isn't so much what Jobs did for
the company that turned it into a success, but rather, it's what he didn't do.
Parker recalls having a conversation with Jobs when he first returned to Apple
as CEO, asking for advice regarding
Parker's Nike products.
you have any advice?" Parker asked Jobs.
just one thing," replied Jobs. "Nike makes some of the best products
in the world. Products that you lust after. But you also make a lot of crap.
Just get rid of the crappy stuff and focus on the good
awkward moment slipped by where Parker just laughed at the advice, but Jobs
didn't even chuckle. He was serious about what he had said, and after thinking
about it a moment, Parker realized he was right.
had to edit," said Parker.
returned to Apple, he cut the product line down from 350 to 10, and focused
only on a few machines that were meticulously perfected. This strict focus has
led to effective product designs and communications for Apple. For instance,
when Apple released the next-generation MacBook laptops, the company announced
that its aluminum unibody enclosure reduced 60 percent of the machine's major
structural parts, making it thinner, lighter and surprisingly stronger.
think focus means saying yes to the thing you've got to focus on," said
Jobs. "But that's not what it means at all. It means saying no to the
hundred other good ideas that there are. You have to pick carefully. I'm
actually as proud of the things we haven't done as the things I have done.
Innovation is saying 'no' to 1,000 things."