case_studies_1

1. Inside the Apple iPod Design Triumph:

For the creation of the iPod, Apple used a sort of "electronic assembly line" (Sherman). Essentially, they teamed up with other companies who did specific work for different components of the iPod. Apple became partners with PortalPlayer and depended on them to not only select other members of their team, but to manage the whole design process.

http://www.designchain.com/testprint.asp?issue=summer02&template=coverstory

2. Jonathan Ive at the Design Museum:

Jobs and Ive together are quite a remarkable team. Once Steve Jobs returned to Apple, they helped bring back Apple's core values which would be directly seen in the products they would create. Apple has always intertwined the arts and technology and has focused on ease and simplicity. Jobs and Ive take that to the next level by paying attention to every little detail and never settling for anything less than perfect. They have taken risks with new materials, such as plastic which is allowing new design. They can mold different plastics together, and even co-mold plastic to make metal.

http://www.designmuseum.org/design/jonathan-ive

3. Who Is Jonathan Ive? An in-depth look at the man behind Apple's design magic

Apple puts a lot of effort to ensuring the best design team possible. They keep it small and limit the number of projects that they take on. If they fail, they do it again until they get it right. They understand that the entire process of design is key to finishing with a successful product.

Competitors have finally started talking about design. As competitors of Apple, that means they have a lot of catching up to do. It seems that other companies are not keen to taking big risks as there is usually not sufficient proof that certain innovations will increase profit, which is their main concern. Although they may finally realize the importance of having a design team, it seems unlikely that any of their attempts at one will threaten Apple's powerhouse.

http://www.businessweek.com/magazine/content/06_39/b4002414.htm

Sandra Chabot