Académique Documents
Professionnel Documents
Culture Documents
2006 3Q 2006 3Q
iPod market share iTUNE 87 percent of all legally
US 75 % purchased and downloaded music in the
UK 40 % United States
Japan 54 % 5th online music store
Canada 45 % after Amazon in US. More than 2,9 mil-
Australia 58 % lion songs and 70 tv shows
welcome
Mission Statement: Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer
in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, crea-
tive professionals and consumers around the world through its innovative hardware, software and Internet offerings.
Music Player ipod video ipod nano ipod shuffle ipod nano RED ipod U2
MediaCentre itv (coming on market 2007 1Q, steve jobs keynote speak on www.apple.com)
When I joined Apple the company was in decline. It seemed to have lost what
had once been a very clear sense of identity and purpose. Apple had started trying
to compete to an agenda set by an industry that had never shared its goals. While as
a designer I was certainly closer to where the desicions were being made, but I was
only marginally more effective or influential than I had been as a consultant. This only
changed when Steve Jobs (co-founder of Apple) returned to the company. By re-es-
tablishing the core values he had established at the beginning, Apple again pursued a
direction which was clear and different from any other companies. Design and innova-
tion formed an important part of this new direction.
Jonathan Ive
Senior Vice President of Industrial Design
design | business | technology
INNOVATION & ASSETS
Opportunities
Mobile Phone business
Threats
Linux, Microsoft vista
Home entertainment, digital tv Microsoft Zune media player,
Microsoft media center = FrontRaw
Iphone vs. Ipod
Ipod design became dull
experience
• The Product Experience
functional attributes of the product, how well the thing works (e.g. special ingredients in a product)
experiential features, how the product works (e.g. technologies in production process)
aesthetics (design, colors, shapes of the product)
• Experiential Communications
• Customer Service
•
1 The ProductipodExperience
Platform visceral | behavioral | reflective
1D Aluminium
Glossy black plastic
Glossy white plastic
Chrome
2005
ipod shuffle package
See through transparent
package with ipod name
and apple logo. No need
for product photo. 2006
As ease & simplicity are the core of Apple Brand, packages are designed in these principles; Only picture & name of the product on white/black background.
• 2 apple
The Look & Feel name & logo | packaging | store | website
experience
http://www.ilounge.com/assets/images/reviews_apple/ipod15gb/setb/index.php
• 2 apple
The Look & Feel name & logo | packaging | store | website
experience
Interior design;
Wood has been selected for the exhibition tables
“natural feeling of wood gives warmth to space”
Glass is used to make space lighter and bigger,
Products has been placed on sidewalls to try
Walls are either white or covered with aluminium
“aluminium to give technological feeling”
Service;
Genius Bar & The Studio sections
Apple is asking its distrubutors to change their
names to Apple reseller, Apple centres are only
owned by Apple itself.
• 2 apple
The Look & Feel name & logo | packaging | store | website
experience
Analysis Apple’s retail store strategy continues to evolve away from a store-front sales approach and toward making the stores into the techno-equiva-
lent of the neighborhood bar -- a place to visit, meet friends, learn and have an enjoyable time. it was obvious that Apple’s retail stores didn’t operate
like other stores. The staff’s hands-off attitude signaled that the company actually wanted visitors to come in, use the computers and other gear, and
feel comfortable checking their e-mail.
The in-store theaters were also a clue that Apple wanted the stores to be a focal point for instruction and training on Macintosh computing and the
digital lifestyle. The stores’ on-going and special events were also evidence of the company’s attitude that its retail stores were a gathering place.
The stores also have “Switch At Six” workshops on weekdays, when Windows users can receive an introduction to the iLife applications, and then ex-
plore how to use a Macintosh computer. On Tuesdays by appointment, the stores hold “School Nights At the Apple Store,” when students and teachers
visit to showcase their Macintosh computer projects and accomplishments.
• 2 apple
The Look & Feel name & logo | packaging | store | website
experience
As usual white background with graytones, Clean, simple design, Mac OS style menu design,
More images than texts, supported by many ad videos and product explanation videos
• 2 apple
The Look & Feel name & logo | packaging | store | website
experience
new product features, TV advertisements, all the first things to know about apple
online store, all apple products + 3rd company ipod suppliers + Canon digital cameras + printers
ipod+itunes section where you can download itunes and submenus for each ipod product
info & trials & access to the .Mac account
Quicktime info & download & movie trailers
Online customer support
Info on upcoming and existing operating system
HotNews Your Account Download Home download advncd search Leopard Sneak
Get a Mac View Cart iTunes Store Mail movie trailers downloads peek
Hardware Saved Cart This week Adress Book quicktime manuals Mac OSX Tiger
Software Order Status Jukebox Bookmarks guide specifications Switch
Made4Mac Customer Sync with ipod Homepage why quicktime discussions Widgets
Eduction Service ipod shuffle Groups products training Downloads
Pro ipod nano icards developer Server
Mac@work ipod Help Developer
Developer Log in Resources
Where to Buy Feedback
“If you can point you can use a Macintosh” Ease & Simplicity are core values
• experiential communications yesterday | today
3 apple experience
“Imagine that” ad about competitors. MacOS has been one of the main asset of Apple computers
• experiential communications yesterday | today
3 apple experience
1996 Apple advertisements, target customer looks quite different than today’s.
• experiential communications yesterday | today
3 apple experience
The “Think Different” campaign, launched in 1997, was a central factor in Apple’s recovery from financial difficulty, winning admiration for creativity as well as
focused attention for new products.
• experiential communications yesterday | today
3 apple experience
• experiential communications yesterday | today
3 apple experience
Out of the box, installation Accident, powercord Trust, many spywares for Pc Fun stuff, Piecharts of holiday
• experiential communications yesterday | today
3 apple experience
iPod Ad
iPod nano Ad
• experiential communications yesterday | today
3 apple experience
BRAND PERSONA
The place to go to help you bring The place to go for advice, insight,
your creative projects to life. and hands-on technical support.
Working on something wonderful? Wondering how to use a new
If you’ve got the vision, we’re here program, import your music into
to help with the details. Whether iTunes, or go wireless? What if your
it’s a movie, a photo album, a Mac or iPod needs to be repaired?
song, or a presentation, the crea- Look no further than the Apple
tive professionals in The Studio can Store Genius Bar, where you can
give you the technical expertise talk face-to-face with a highly
and creative suggestions to help trained Mac Genius. Our Geniuses
make it a reality. Use the new will answer all your technical
online Apple Store Concierge to questions, troubleshoot problems,
make a reservation at The Studio. and explain it all in language
ProCare. It’s only available at the that’s easy to understand.ProCare.
Apple Store It’s only available at the Apple
Store
near future
Apple community
emphasize on customers by openning more new stores
iPhone
entering mobile communications market
iTv
to become the centre of home entertainment
http://www.designmuseum.org/design/jonathan-ive
http://www.apple-history.com/
www.apple.com
http://en.wikipedia.org/wiki/Apple_Computer
http://us.gizmodo.com/gadgets/portable-media/ipod-bar-japan-great-service-but-the-cocktails-need-work-139631.php
http://digg.com/apple/Huge_Archive_of_Apple_Ads
http://www.duncans.tv/2005/apple-think-different
http://www.dpto.com.br/historia/mac/mac.htm
http://www.thinksecret.com/news/retailcommunity.html