div_t+-+case_analysis1

 A1) Apple's unique business model is known as a design chain approach. For the iPod's fabrication, Apple opted for a platform which was to be designed by 3rd party, namely, PortalPlayer - whose "design expertise yielded the highest quality of sound" (Sherman). Apple created the iPod 'outside in' whereby the design was as important if not more than the technicalities that made it work.
 * Answers to Week 1 Tutorial Questions**
 * Q1) Describe the unusual business model used in the iPod's fabrication as developed by Apple.**

A1) Jobs and Ive work is distinguished by their "obsessive attention to details that are often overlooked" (like cables and power adaptors) (Design Museum). They focus on what other companies overlook and thus took the lead in well designed and innovative products (the core focus Steve Jobs implemented). New materials that are enabling different design include plastic. "With the Mac G-4, they created a techno-core suspended in plastic". Even the iPod is made from twin-shot plastic . Using plastic allows for a simple design which still allows for an elegant finish.
 * Q2) 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?**

A3)
 * Q3) Describe the importance of Apple's design team. Are other companies trying to compete with Apple by creating their own design teams?**