Apple - Design Thinking and Innovation at Apple
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N THOMKE
ARA F EINBERG esign Th hink different. y the beginnin ined in the U cial strength a the worst rec n and annua
General Elec firms had larg ned to Apple,
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g. It came fro ire to develop c within the f dreams of mi its eyes on the s Apple ven etitors, the r any often def
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and independent r solely as the basis ineffective manage resident and Fellow ness School Publish otherwise reprodu hinkin ng of March
US$ 200 range and future gr cession since l sales appro ctric and exce ger revenue b
, the company l, had already ck when the c ent to produc unded in 197 are and softw tail operation r, the just intr siness. Apple lications (App ch (in 2007). S the Apple II omehow the n s was not ju om a deep com p “insanely gr firm. At the illions of cust e core compu ntured into oots of its su fied conventi
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researcher Barbara for class discussio ement. ws of Harvard Colle hing, Boston, MA uced, posted, or tran g and I
2010, weeks
, where it had rowth prospec the Great De oaching $50 b eeded the val bases. All the y’s share pric y been fired fr company was ct design and
76, Apple has ware. By 20 ns through it roduced iPad e stores had s
p) store for th
Surprisingly,
in 1978 and new device w st the result mmitment to reat products same time, th
Professo
HBS cas illustrat Copyrig
7685, wr digitized STEFAN
BARBA
De
Th
By remai financ from billion giant both f return best. J he wa the co
Sin
comp teleph mode the pu sector month
Anyo
a fam
Ap
timing a desi music and d kept i
As
comp comp _______________ or Stefan Thomke ses are developed ions of effective or ght © 2009, 2010 Pr rite Harvard Busin d, photocopied, or
N THOMKE
ARA F EINBERG esign Th hink different. y the beginnin ined in the U cial strength a the worst rec n and annua
General Elec firms had larg ned to Apple,
Jobs, after all as coming bac ore commitme nce being fou uter hardwa hone, and re els. Moreover ublishing bus r and its appl hs after launc one who used miliar object. So pple’s succes
g. It came fro ire to develop c within the f dreams of mi its eyes on the s Apple ven etitors, the r any often def
_______________
and independent r solely as the basis ineffective manage resident and Fellow ness School Publish otherwise reprodu hinkin ng of March
US$ 200 range and future gr cession since l sales appro ctric and exce ger revenue b
, the company l, had already ck when the c ent to produc unded in 197 are and softw tail operation r, the just intr siness. Apple lications (App ch (in 2007). S the Apple II omehow the n s was not ju om a deep com p “insanely gr firm. At the illions of cust e core compu ntured into oots of its su fied conventi
_______________
researcher Barbara for class discussio ement. ws of Harvard Colle hing, Boston, MA uced, posted, or tran g and I
2010, weeks
, where it had rowth prospec the Great De oaching $50 b eeded the val bases. All the y’s share pric y been fired fr company was ct design and
76, Apple has ware. By 20 ns through it roduced iPad e stores had s
p) store for th
Surprisingly,
in 1978 and new device w st the result mmitment to reat products same time, th