Apple Bottom
The lessons of the failure of Apple
Apple has a long history of producing winners: Apple, Apple II, Macintosh, PowerPC, iMac, iPod, iPhone, and virtually all laptops that have been produced many near-universal praise.
Apple there is a side we rarely see, perhaps for all the success, perhaps because have learned from them, especially because the vision and practice of Steve Jobs who lives outside the pit.
There is a product in Apple's history of brilliant achievements that sends shivers down the backs of all Apple shareholders. Ladies and gentlemen, for your consideration, I present what appeared to be a good idea at the time: Newton.
In fact, Newton was a brilliant idea, which was well ahead of its competitors to come. What was that? Only a magician Personal digital, with all the characteristics of a future PalmPilot alleged. The only difference was that Newton first shipped almost four years before the first PalmPilot. Also collapsed, while Palm has not.
The problems were with the Newton a lot. It is reported that Apple has precipitated the development of Newton. They also tried to push Newton at a price that was too high for the average consumer. Some applications have been buggy, and unlike the Apple model today, with rudimentary compared to other programs available in the 90 's.
Then, there were marketing problems. Apple Propaganda Department highlighted the question "What is Newton?". Genius, unless an open question, and never give an answer. In addition, they promised features are delivered through the technology of the time. In a interview I read, one of the people who worked on the Newton knew he was dead from the moment he read the marketing
brochure.
He said something to the effect of "The Apple Newton can read your writing." He could not, of course. The gloriously expensive piece of silicon could interpret gestures and the few low-level commands, but nothing to approach the intelligent interpretation of scripture.
The main problem is that it has suffered material prices. More later versions of Newton welcomed more than $ 1,100. At this point, the Palm was submitted. The price point was much lower than $ 450 and anyone with half a brain was willing to pay $ 650 less for a device with many of the same characteristics.
When Steve Jobs returned, the Newton was in danger. Apple was expected to has more than one billion dollars in the development of the Newton project, and is less than one-fifth of that in the yields. Not only the costs of the hearing, but also the chances that Apple dominates the market for PDAs. Windows was on the scene with CE, Palm owned the market, Handspring and was on the horizon ready to compete. Apple has canceled the project, and resolves the division that developed the Newton operating system.
What has changed in Apple's strategy? What has kept pursuing another Newton the company? This is a simple change of strategy:
The first part brought Steve Jobs as a figurehead of the company. Since his return, he has not committed the error a question like "What is Newton?". If you do, then do not make the mistake of not responding to satisfaction. Apple now define what it means products what they will mean for consumers.
The software was buggy in the Newton, and was the product precipitated in the market. Apple does not make this mistake now. They are evidence of software, user interfaces, and everything else in order to ensure product is of acceptable quality before release. Usability has been the center of Apple's success, and will not stop now.
Apple has a great idea, and improve from there, is based on its success. First, the iPod nano, iPod shuffle, iPod with support for Video, iPhone, iPod with 802.11 g. And on it goes, as Apple drops prices of older models and obsolete inventory profit. This inventory has kept prices high, and kept fresh apples in the minds of consumers.
Finally there is the cool factor. Its always been a hardcore group of Mac users to buy anything Apple products. These days, Apple has expanded the group through its promotion of Apple products as a lifestyle brand, rather than strictly the choice technology. Making Apple products makes a statement about the user. They love trends, recognize, and are an informed consumer. Apple is now a holder of fashion and culture, such as Gucci and Louis Vuitton. This state ensures that its products are desired and purchased for the foreseeable future.
Apple is at its best when innovation, ease of use and return response. The pursuit of these occur the next Apple Newton for the foreseeable future. Hopefully you will be able Apple successfully applying for their own business activities, and even have some success.
About the Author
Kurt Hartman owns nothing Apple. Not a single thing. He uses Linux on a Sony Vaio, and works for Mobile Fleet Service, Inc, as their Head of Web Development. If you would like to read more of his thoughts, and find out about their business, you can read the
tire industry blog
that he contributes to.
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