The Apple Revolution
50 years ago, the personal computer was only a thought. Today, we rely so heavily on our phones, computers, tablets, and more, that it is difficult to imagine a world without them. Apple was the pioneer of the personal computer revolution. From the humble beginnings of a small garage in Los Altos, California, Apple has grown into one of the most iconic companies in history. Today, Apple is often called the most successful company in history, sitting at a value of over $1 trillion. But how did it get there? At its start, what differentiated Apple from other computer companies of the time? Many attribute Apple’s success to the simplicity and easy-to-use nature of its products, stellar customer service, or wide range of products. But those qualities hold true for companies not nearly as successful as Apple. What set Apple apart was not the products themselves but the message behind them. Apple began with a purpose, a brand, a narrative. They wanted to create smart, beautiful, and easy-to-use computers. That narrative is what made Apple, Apple.
Where It All Began
In order to more deeply understand Apple’s rise to stardom, we should start at the beginning — the first Macintosh. In the early 70s, Apple founders Steve Jobs and Steve Wozniak set out to create an easy-to-use personal computer. Wozniak put together by hand what would become the first Apple computer, the Apple I. The Apple I featured one of the first keyboards on a computer, and all 200 units made were sold. After the production and early success of the Apple I, Wozniak designed its predecessor, Apple II, featuring a 6-color screen and larger memory. But the computer that would really kickstart the company was yet to come.
The Macintosh project was spearheaded by an internal team at Apple led by Jeff Raskin, and was developed in competition with Apple’s other computer project, the Lisa. Jobs’ initially worked heavily on the Lisa project, which had a move advanced interface at the time as well as a mouse. But, Micheal Scott, the CEO at the time, took over the project and pushed Jobs to the sidelines. And so, Jobs diverted his attention to the Macintosh project. By the time Jobs’ joined the team, Raskin had already made great progress with the Macintosh, including creating a new external design and graphical operating system. Unfortunately, Jobs and Raskin didn’t quite get along and Raskin quit the project, leaving Jobs in charge.
Despite Jobs’ leadership, the Lisa won the race and launched in 1983. And although the Lisa had an advanced graphic user interface and large memory, its cost proved impractical for mass-production. A year later, on January 24th, 1984, the first Macintosh was released. In order to avoid the apparent issues with the Lisa, the Macintosh took a simpler and smarter approach to its production. The Macintosh used fewer chips making it easier and more affordable to build. A lower production cost and price point made the Macintosh more attractive on both ends. The exterior of the computer was just as important to its success; the simple and “friendly” design of the Macintosh made it attractive to the at-home user, Apple’s target market. But it wasn’t all about the hardware, the Macintosh also boasted revolutionary software technology. The original Macintosh had an impressive user interface featuring the programs MacWrite and MacPaint. And so, the Macintosh went on to become the defining product of Apple. It embodied what Apple wanted to bring to the world — a smart, beautiful, inexpensive, and easy-to-use personal computer for the masses.
The Difference
Now, the Macintosh’s launch story is all very well and good but it does not explain why it so significantly surpassed its competitors developed by companies such as Microsoft and IBM. This is where the narrative comes in; Apple did not just create a computer, it created a movement. Apple was not just a company but a message people wanted to get behind. Apple’s emphasis on its narrative can be seen in its iconic “1984” super bowl commercial — the first ad for the Macintosh.
The ad represented Apple’s hope for the future of the computer. In the ad, Athlete Anya Major, bearing the Macintosh logo, runs in bright contrast to the cold, uniform, and slow-moving individuals around her. She hurls a hammer at a massive screen (presumably broadcasting messages by totalitarian leader Big-Brother from the novel 1984), smashing it to pieces. The ad closes by displaying the message “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like Nineteen Eighty-Four.” The ad never even showed a Mac. From the very beginning, Apple did not center itself around its product but rather its mission; rebel against the status-quo and bring liberation to the masses. Despite the risky nature of the “1984” ad, it was a great success. People were not just excited about Apple for the computer; they wanted to be part of the Apple Revolution.
Moving Forward
Apple had created a movement. But, as we all know, the story of Apple did not end at the first Macintosh. How did they keep their momentum? Apple has made a few key choices which have powered its growth, and they are not dependent on the quality of its products.
Firstly, Steve Jobs became a brand unto himself. Through his work at Apple, Jobs established himself not only as a business leader but as a visionary. His innovation shaped the company that Apple became. Even today, it is uncommon to think of Apple without thinking of Steve Jobs. However, it was not all smooth sailing. Jobs was known to be a difficult person, and was pushed out of Apple in 1985. But without him, Apple suffered, and he was brought back onboard just over a decade later in 1996. Quickly, Jobs regained his influence at Apple and his goal to take the company beyond personal computers is what made Apple into what it is today. Over the next decade, under Jobs’ eye, Apple launched the iPod, iTunes, and the iconic iPhone. He changed what the world considered a computer to be. Through his visionary leadership, Jobs became as much a brand as Apple was. People believed in what Jobs aimed to achieve. And so, they bought Apple.
Secondly, Apple has fostered extremely high brand loyalty. Achieving brand loyalty is a two-fold process. The basis of that loyalty comes from the narrative. As mentioned, people want to get behind a company they believe in. They want to support a vision, and Apple was that vision. But, a vision is ultimately useless if there is no follow through. So, in order to secure loyalty, Apple produces products that people love. A mission in combination with a great product keeps people coming back for more; if you love your iPhone, next you’ll want a MacBook or an Apple Watch. Additionally, Apple integrates its own programs into its products (ie. iTunes, App Store, etc.) which encourages sticking to Apple for all your devices.
Lastly, Apple remains relevant yet consistent. Apple prides itself on being ahead of the times, and it continues to do so each year. But Apple’s innovations are not just for the sake of innovation. In each new release, you can see the original goal — smart, beautiful, and easy-to-use technology. They have kept their mission at the forefront of everything they do, and people respond to it. Apple has built not just an iconic brand but a community.
Now
After Jobs’ passing in 2011, there was doubt that Apple could continue to be what it was under his leadership. Yet, Apple has not only survived but grown greatly since the loss of Jobs. This is largely due to Jobs’ success in creating a company which understands and believes in his vision. Apple is run today by people who still believe in creating innovation and transformative technology in elegant and user-friendly ways. With the pillars of Apple’s original mission still intact, now CEO Tim Cook and his team are able to continue its legacy.
Apple in The World of Design
Apple changed the game with not only the design of its products but the design of its company. The world had never seen a personal computer and it had never seen a company so dedicated to its vision. Apple is often looked to as a north star for aspiring entrepreneurs. Simon Sinek’s iconic theory, “The Golden Circle,” uses Apple as an example of inspiring leadership. The Golden Circle explains that influential companies and leaders have one thing in common: a purpose. People who are inspired by the idea of your work want to support it; “people don’t buy what you do, they buy why you do it” (Simon Sinek).
Apple’s product and business structure has influenced the world. Entrepreneurs aim to create a customer ecosystem as strong as Apple’s and consumers seek companies whose vision they want to get behind. Apple did not just create the first wide-spread personal computer, they created a cultural revolution.
sources:
https://history-computer.com/ModernComputer/Personal/Macintosh.html
https://fabrikbrands.com/25-disruptive-brands/
http://www.designishistory.com/1980/the-macintosh/
https://www.bbc.com/news/business-45044963
https://www.macworld.co.uk/feature/apple/history-of-apple-steve-jobs-mac-3606104/
