Apple, as we know, has risen from the dead since 1998 with the successful launch of iMac, video editing software Final Cut Pro from Macromedia (later iMovie for consumers, and Final Cut Pro for professionals) and of course the phenomenally successful iPod in 2001.
Of course the next logical product in line was the iPhone, which also met with a big hit with Mac cultists and the general sheep alike. People came in droves and queued up overnight just to be the first to own an Apple gadget.
As many have said before, the driving force behind Apple is Steve Jobs, whose real forte is in marketing. That said, we cannot truly deny that a great deal of thought and R&D had went into products like iPods and iPhones since they were not the first such products to be out in the market. So what made these products such big hits with the masses?
1. Aestheticism. Apple's product designs were sleek. They look as though they have been carved right out from a marble slab. First impression counts for a lot really, at a time when all companies came out with with products that had more features and were in specs-wise much better than the ipod. But what companies like Creative and Sony did not realise was that their products lacked charm while Apple's iPod oozed sex appeal.
In retrospect, they might have done better if they had poured funds into marketing and product design and shut down their R&D department.
2. Simplicity. The basic principle that Apple had always adhered to. What good is a product if you have to spend hours poring over the manual? Remember, most people arent technically inclined and they have no wish to. I can only imagine a girl whose only hobbies are farmville and facebook to be tearing her hair out in frustration if she was given a Creative player back in 2001 as compared to an iPod which would have made a good fashion accessory even if she didnt know how to operate the player. At least it made her look "cool".
But I digress - iPod was really easy to use with the click-wheel, but the same really goes for the Creative player sans the fact it did not come with a wheel (i dont really like the wheel, it just makes for extra effort when I could just click click click my way through my songlist). It's just how you brainwash users into thinking, "look, it's easy and cool!"
3. The Web. Steve knew the Internet was something he could not ignore so he used it to the best of his advantage at a time when other big companies were still hesitant to do any type of marketing online. So, there was ample of opportunities online and the Internet was at his disposal which allowed him to generate plenty of hype and thereby clearing the path for his new products.
Netizens were easily converted to become iPod lovers even though most of them are not geeks by any forms of measure. By showing advertisement videos online and making people look forward to Apple events and products, it gets people interested even if you were really just selling a rock you picked up from the East Coast beach. And web marketing was really cheap in comparison to other forms of marketing.
Of course, many other companies tried to copy Apple's efforts but nearly all failed.
Other than admitting Steve Jobs indeed has charm, and that he is good, more importantly, the smooth-talker in turtleneck has planned well ahead of every keynote address.
The Apple App-store was a smart move. A very very smart one at that. By allowing external programmers to have a free hand in developing more programs (at a small price of $99 for their developer package), it made the online store look like a god-send for budding entrepreneurs and computer whizzes to practise their skills in hope of exchange for some money. At the same time, it raised the stakes for the game, with an online store of hundreds of thousands of third-party applications, iPhone owners were spoilt for choice and competitors were driven to the edge. The possibilities were endless. Apple got their publicity and more revenue online and free marketing while app developers got to hone their skills and money too and Apple gadget owners get access to an online phone-application library at their fingertips anytime anywhere - which was the ultra plus point for being on the web. Win Win Win situation.
4. Planning ahead. Most decision makers plan 1 step ahead, but Steve Jobs plans many steps ahead. A product which is viable and feasible but does not have room to grow might very well fail in the near future. Apple's marketing team was really smart and Steve Jobs knew which direction Apple is to be headed if it wants to replicate or even outdo its initial successes back in the early 1980s. Instead of competing in the high-end specs sector head-on with companies like Microsoft and Sony, it would be best to focus and differentiate itself on a single product. And to re-examine how other companies did their marketing, which was what the CEO did best.
However, continual success depends on succession. It's not possible to capture a big slice of the market with 1 ipod. Revision on the original product should be an ongoing process that ought to be started when the first prototype was launched.
As mentioned earlier App-store was another smart product of Apple. It allows Apple to monitor web-usage (how many applications were downloaded, geographical location of users) and this information is very useful - most of the time, market research is a painful process, but probably less so from Apple, when they can simply derive the information from their websites. It tells them which applications are popular and therefore allows them to hire the right people and move in the right direction.
5. Take necessary, calculated risks.
Nokia made a terrible mistake by resting on its laurels and not willing to venture further or delve deeper into its products' development. If only they had taken more interest in the Symbian mobile operating system, it would have helped to cement their position in the mobile phone market against Apple and Google. There were already many third party applications available for Symbian back in the early 2000s, although most of them are poorly maintained.
Nokia probably did not think further as to how it could have made the Symbian OS open-source or had wooed potential application developers into making better programs.
Apple's history and track records were also, by no means stellar given its string of failures back in the late 80s, early 90s. But it picked itself up and moved on because it dared to reinvent itself(and of course not forgetting, technological advances which made products like iPod, iPhone and iPad possible) despite the risks involved.
No one kicks a dead dog and it's even more pointless to flog a dead horse. If you are not keen on using your first-mover's advantage then be prepared to witness your own downfall.