Learning from the core of Apple: Design
I just came across an article from Business Week from July, 2000 about design being the core of Apple. What is interesting is that it was written before the introduction of the iPod! Apple is now mainstream and consumer, whereas before it was really only known for its design excellence in the computer industry.
The elements that were identified were: branding, usability, technology, conceptualization, and zeitgeist.
Branding: Distinctive designs are a form of branding. It's also a key element in Apple's profit margins.
Usability: Ever heard of an Apple product that was difficult to use? But it goes beyond that, because Apple products are a pleasure to use.
Technology: There's always new technologies available, so Apple decides on new technologies by focussing on the end users' needs. This is surprisingly rare (but something CodeFutures can claim to have done with its new Service Data Object product).
Conceptualization: Design is used to try out new forms of products incorporating new technologies.
Zeitgest: Apple produces cool products, but also daring products (iMacs, for example).
CodeFutures pays a lot of attention to usability, but not so much to product design. The CodeFutures design philosphy is to keep things as simple as possible (choice of colors, layout, etc). For our new Service Data Object product, it will be interesting to see if we can apply some of the Apple mindset when it comes to design.
PJ Murray
CodeFutures Software