Mandy+Flynn+Week+One

=Week One Tutorial=


 * Describe the unusual business model used in the ipod's fabrication as developed by Apple.**

There are two distinct unusual methods Apple used in the development of the ipod, the outsourcing of development as well as an ‘outside-in’ design method. The exterior of the ipod was the first to be developed and all particulars thereafter had to be made to fit this image. “That outside-in perspective helped determine a number of the components, including the planar lithium battery from Sony and the 1.8-inch Toshiba hard drive, which is the only company presently manufacturing that form factor. The essential units—battery, hard drive and circuit board—are layered, one atop the next.” (Sherman 2002) Building the components of the ipod was through the combined parts of several different companies. Starting with PortalPlayer who was responsible for the platform and reference design. Contributions were also made by Sony’s lithium battery, a Toshiba hard drive, Texas Instruments firewire controller and more. It can be noted that apple did not decide to use a custom chip to combine all the functions into one part for the purpose of lowering costs by using off the shelf individual components. “Apple's design chain relied on off-the-shelf components integrated in an elegant way. Even critical pieces such as the digital-to-analog converters (DAC) are off-the-shelf discrete devices. The DAC "is a standard component that was designed for Wolfson for portable music players," says Hayes. The Toshiba drive is another standard part.” (Sherman 2002) While it seems that the majority of the ipod was created through outside companies and their respective parts, Apple still played a large role in the development of the ipod. Apple is responsible for the final product which became hugely successful, and maintained their company and design secrets through non disclosure agreements with all outside companies.

Sherman, Erik. "Inside the Apple ipod Design Triumph." Electronics Design Chain. 13 Jan. 2009 .


 * What distinguishes the work of the team of Jobs and Ive in relation to products designed by Apple? What new materials are enabling different design?**

The difference between the products designed by Ive’s team and those designed by Apple is the attention to the overlooked details. Along with the incorporation of the newest materials and technologies being worked into all the new designs. The team of Jobs and Ive have not lost sight of the original goal of Apple, which was not to compete with the market but to bring about innovations conducive to facilitating ease of use. “Perhaps the decisive factor is fanatical care beyond the obvious stuff: the obsessive attention to details that are often overlooked…” (Ive 2007) New materials such as advanced polymer and plastics have allowed innovation to be taken to another level. The first large breakthrough was the iMac casing that allowed the plastic to mould entirely over the computer and screen. “Metal forming and, in particular, new methods of joining metals with advanced adhesives and laser welding is another exciting area at right now.” (Ive 2007)

"Jonathan Ive / 25/25 - Celebrating 25 Years of Design : - Design/Designer Information." Design Museum London. 12 Jan. 2009 .


 * Describe the importance of Apple's design team. Are other companies trying to compete with Apple by creating their own design teams?**

Apple’s design team is a small group of people with different backgrounds that work together in an open concept environment under strict privacy rules. The small group has an open concept office yet there is little in and out privileges for those who are not on the design team. They have been referred to as a ‘cult’, as they are so secretive and dedicated. All of the team members are completely dedicated to Job’s vision of maintaining and setting the standard for the computer industry. Jonathan Ive is the leader of the close-knit design team. “He talked about focusing on only what is important and limiting the number of projects. He spoke about having a deep understanding of how a product is made: its materials, its tooling, its purpose. Mostly, he focused on the need to care deeply about the work.” (Burrows 2006) Other companies are not making an effort to imitate Apple’s design team. Their ability to succeed in a market with a company like Apple is to continue to focus on a wide variety of things instead of a small roster of innovations like Apple. “As long as Apple focuses on so few products and relies so heavily on so few individuals, it can address only so many markets.” (Burrows 2006) Other companies also lack the courage to take risks in the way Apple does. Without their commitment to spend money instead of cutting corners Apple will remain in the lead as far as cutting edge design and innovation is concerned. Burrows, Peter. "Who Is Jonathan Ive?" BusinessWeek - Business News, Stock Market & Financial Advice. 12 Jan. 2009 .