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  • Apple Veteran Shares Four Principles of Company's Success


    Greg Joswiak - or “Jos” as he's affectionately known around Cupertino, California - is one of the veterans on Apple's product marketing team behind the iPod, the iPhone and iOS.

    A marketing guru with serious Silicon Valley street-cred, Joswiak recently shared with his audience at "Silicon Valley Comes to Cambridge" his take on the four chief lessons he learned at Apple during his 20 years at the company.

    According to coverage provided in the Wall Street Journal, here are the four lessons in question:

    Focus—”It means saying no, not saying yes. We do very few things at Apple. We are $100bn in revenue with very few products. There are only so many grade A players. If you spread yourself out over too many things, none of them will be great.”

    Simplicity—”Make complex things simple. A lot of people think it means take something simple and leave it at its core essence. But it isn’t that. When you start to build something, it quickly becomes really complex. But that is when a lot of people stop. If you really know your product and the problems, then you can take something that is complex and then make it simple.”

    Courage—”Courage drives a lot of decisions in business. Don’t hang on to ideas from the past even if they have been successful for you. You don’t build a product just because everyone else has one. ”

    Best—”If you can’t enter the market and try and be the best in it, don’t enter it. You need that differentiation. At Apple if we can’t be the best then we are not interested in it.”

    Source: Wall Street Journal
    This article was originally published in forum thread: Apple Veteran Shares Four Principles of Company's Success started by Michael Essany View original post
    Comments 12 Comments
    1. Go Gators's Avatar
      Go Gators -
      BEST? Why in the world are they still selling the iphone then? Its NOT anywhere close to the best smartphone on the market today. Thats exactly why Apple is suing all of their competition. They're even going after Amazon now. How pathetic!
    1. syedsufyan's Avatar
      syedsufyan -
      Then how come they are part of the PC market?
    1. stevelucky's Avatar
      stevelucky -
      Quote Originally Posted by Go Gators View Post
      BEST? Why in the world are they still selling the iphone then? Its NOT anywhere close to the best smartphone on the market today. Thats exactly why Apple is suing all of their competition. They're even going after Amazon now. How pathetic!
      Well, obviously "best" is subjective. Apple obviously feels that their smartphone is the best in the world. I would add that their sales backs that up. They are the #1 smartphone manufacturer in the world. (Apple Is Now The World's Leading Smartphone Manufacturer! | Redmond Pie). And please don't throw out the old, "but Android outsells iPhone by a huge margin!". We're talking about the iPhone, not iOS (at least that's the premise that you started under). Android is NOT a phone, as much as everyone wants to think that it is.

      I think it's also important to point out that point number 4 doesn't say that Apple is the best. Let's re-read it:
      ”If you can’t enter the market and try and be the best in it, don’t enter it. You need that differentiation. At Apple if we can’t be the best then we are not interested in it.”
      He's saying that Apple doesn't enter markets in which they can't be the best. Not that they're the best in every market they enter. Apple would never enter the vehicle market as they can't build the best car out there. However, they entered the phone market because it's a market that they could compete in and had the ability to be the best in. Whether they accomplish that or not is a different story. It would be pretty foolish to say, "let's only enter into markets in which we will be the best." By that rationale, they would immediately have to be the best at whatever they do the moment they step foot in the ring. I think what he's saying is quite clear. So, to say, "then why are they in the PC market?", is foolish. They're in the PC market because they can compete and have the potential to be the best. Are they? That's for the individual to judge. I LOVE my iMac. I've owned many more PC's than I have Macs, but for me, my Macs are the best machines I've owned.
    1. Cellular's Avatar
      Cellular -
      I was lost when I read "very few products" I was like lolwut?
      They have atleast 4-5 generations of items I count each generation as its own "product"
      iMac, Mac book, MacBook air, MacBook pro, iPad, iPad 2, iPad 3, iPhone, iPhone 2, iPhone 3, iPhone 3GS, iPhone 4, iPhone 4S, itouch gen 1-4, iPod classic, iPod nano, iPod nano nano, apple tv, soon to be iHDTV(trademarked before apple claims it), MacBook ultra thin,
      The list is never ending. Don't forget os lion and all that.
    1. devanshu's Avatar
      devanshu -
      hi guys! i just wan a share something about myself, i did BE in civil, but just using iPhone and mac changed everything for me, i quit my job and studied apple software development , apple is simply the best...
    1. justibackwardsn's Avatar
      justibackwardsn -
      Stevelucky, that may be the best post I've ever read.

      Edit: Ha! No pun intended.
    1. Aenima133's Avatar
      Aenima133 -
      Quote Originally Posted by Cellular View Post
      I was lost when I read "very few products" I was like lolwut?
      They have atleast 4-5 generations of items I count each generation as its own "product"
      iMac, Mac book, MacBook air, MacBook pro, iPad, iPad 2, iPad 3, iPhone, iPhone 2, iPhone 3, iPhone 3GS, iPhone 4, iPhone 4S, itouch gen 1-4, iPod classic, iPod nano, iPod nano nano, apple tv, soon to be iHDTV(trademarked before apple claims it), MacBook ultra thin,
      The list is never ending. Don't forget os lion and all that.
      While they may have many generations of devices, you can't buy all generations at any given time. So there for that cannot be counted that way. By generations they have available as NEW products they have iMac, MacBook Pro, MacBook Air, Iphone 3Gs, 4, 4s, iPad 2, iPod touch, Ipod nano, iPod Classic, Apple TV, OS X Lion, and some software and accessories for their products. For as big as the company is, that's not really that many products. While companies like Motorola and Samsung have all that plus Home appliances and other things. And it isn't fair to list items that don't really exist yet and/or aren't available to the public.
    1. cornducksoap's Avatar
      cornducksoap -
      Quote Originally Posted by Go Gators View Post
      BEST? Why in the world are they still selling the iphone then? Its NOT anywhere close to the best smartphone on the market today. Thats exactly why Apple is suing all of their competition. They're even going after Amazon now. How pathetic!
      The iPhone is one of the best smartphones by far.
    1. templeman15's Avatar
      templeman15 -
      Quote Originally Posted by Go Gators View Post
      BEST? Why in the world are they still selling the iphone then? Its NOT anywhere close to the best smartphone on the market today. Thats exactly why Apple is suing all of their competition. They're even going after Amazon now. How pathetic!
      Ha.. What others do you know of/have that are better?
    1. Beastly L92's Avatar
      Beastly L92 -
      Quote Originally Posted by Go Gators View Post
      BEST? Why in the world are they still selling the iphone then? Its NOT anywhere close to the best smartphone on the market today. Thats exactly why Apple is suing all of their competition. They're even going after Amazon now. How pathetic!
      Cling to your spec sheet, buddy. You can lie on teh webz, but you know the truth. You haven't had one 24 hour period where your Android didn't "Force Close" at least once. And watch that dual core slip and trip over itself when you perform insanely complex things like change home screens. How pathetic!

      And how bout that 4 hour battery?THE BEST!!!
    1. stevelucky's Avatar
      stevelucky -
      Quote Originally Posted by justibackwardsn View Post
      Stevelucky, that may be the best post I've ever read.

      Edit: Ha! No pun intended.
      You're too kind. I guess I just feel the same way that Apple does. I don't get into commenting if I can't be "the best".
    1. rayzah_blade's Avatar
      rayzah_blade -
      Quote Originally Posted by Go Gators View Post
      BEST? Why in the world are they still selling the iphone then? Its NOT anywhere close to the best smartphone on the market today. Thats exactly why Apple is suing all of their competition. They're even going after Amazon now. How pathetic!
      troll comment is troll.