SUMMARIZED BY DR.TANAI CHARINSARN

AUGUST, 6 2017

WRITTEN BY JEFFREY L CRUIKSHANK

The Apple Way is a book that will take you on a journey into the business practices, failures, successes, and innovation behind the renowned company's rise to global prominence. The success of products like the iPod and the iPad may seem like proof of success, but this book sheds light on the behind-the-scenes struggles that Apple faced. The experiences conveyed in this book offer valuable insights and perspectives for readers to apply in creating their own company's "way."

The content of the book showcases how Apple has evolved in developing its products over the years. It starts with Lisa, an innovative computer technology introduced in 1983 that was ahead of its time but suffered from instability, incompatibility with other computers, and a high price. This is in stark contrast to the success of the iPod, which was introduced with a contemporary design, captured consumer interest, and revolutionized how people listened to music, making their lives more comfortable.

What's intriguing about this book is the continuous learning of a technology-driven company like Apple. The consistent commitment to developing high-quality products and the customer's exceptional experience with the brand make Apple users confident that the company anticipates issues before they occur. This way, Apple has full control over the user's experience from every angle.

Foresight plays a crucial role in Apple's approach to business. Having a vision, inspiration, and aligning financials with proper strategies might not be sufficient. Organizations should identify what's essential within their own organizations and give it the significance it deserves. Additionally, it emphasizes the importance of adopting various management techniques, such as designing products that leave customers breathless, providing diamond-level customer service, and keeping your operating system flexible.

Another interesting aspect is building the Apple cult that began in the late 1970s. Apple attempted to create a cult-like following for its brand and products. They sought out influential figures first, like salesmen who could connect with consumers, keeping product prices below market rates, making employees comfortable with their products, creating top-notch products, and working closely with user groups. This allowed users to feel privileged and helped build a passionate user community. Steve Jobs became the ultimate symbol of Apple.

When it comes to crafting a company's strategy, maintaining a steady core and not frequently changing is crucial. Continual refinements and the involvement of individuals, like CEOs and experienced managers in strategic decision-making, are essential for the efficient passage of policies. This is another takeaway from the book.

The most critical factor that keeps Apple relevant today is its clear and uncluttered competition landscape. Finding a niche in the market, fighting on your own terms, and creating a strong brand are essential. But it remains to be seen whether Apple's way, without a powerful leader like Steve Jobs, will continue to succeed in the highly competitive world.