Why is Apple so successful? Was it blind allegiance to Steve Jobs? What is advertising? Marketing?
Apple’s CEO Tim Cook described it this way: From Bob Evans in Forbes (to avoid four pages of Forbes ads, here’s the official spoiler alert):
#10 – Embrace your inner cannibal: Apple wants their own products to cannibalize their own products.
#9 – Invest and pinch: Apple invests where they get the most bang for the buck and don’t waste money.
#8 – Distribution: It’s a think different approach to distributing Apple’s products. Think postpay iPhones vs. prepay iPhones.
#7 – iPad triggers the post-PC world: 55 million iPad users in less than two years can’t be wrong. The iPad’s success was guaranteed. It’s a big iPod touch and everything is already built-in.
#6 – Halo Effect: Windows PC users love iPhone, so they love iPad, so they love the Mac. Win, win, win.
#5 – China: There are 1.5-billion potential customers in China. How long will it be before Apple’s revenue in China is greater than in the U.S.?
#4 – Developers: iPhone apps beget iPad apps. iPhone App Store beget Mac App Store. Developers make money selling iPhone, iPad, and Mac apps.
#3 – Keep it simple: The customer likes things that work. iCloud just works (unlike the early days of MobileMe). Everything gets synced between devices. Customers love a no-brainer system.
#2 – Great Products: It’s not price. It’s not a feature list. It’s the user experience and that starts with a great product that customers want to use.
#1 – The Vision Thing: Apple’s culture reflects Steve Jobs intensity. Keep the vision fires burning.