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It was the way the iPhone handled the many hundreds of thousands of apps created for the new device. The iPhone exploited the divergence phenomenon by becoming the first “touchscreen” phone.īut it wasn’t just the touchscreen that would be the iPhone's greatest achievement. Jobs may not have explained it correctly initially, but no matter. But in reality, the iPhone was not a convergence device. The Nokia Communicator had been on the market for a number of years, it was a combination personal digital assistant and cellphone and it was a total loser. A red flag went up in our head since convergence devices are typically flawed. Jobs had described his new brand as a combination iPod, cellphone, email-and-internet device, all rolled into one. Initially we were skeptical of the iPhone.

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The first feature-length animated movie done entirely on computers.Īpple's iPod – the first hard-drive music player.Īpple's iPhone – the first touchscreen smartphone.Īpple's iPad – the first tablet computer. Launching a new product that was the first brand in a new category. In his career at Apple, Steve Jobs did this over and over again.

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He repeated the same strategy later with the Mac vs. What made the commercial so powerful was that almost everybody instantly recognized Big Brother, who represented 'conformity,' as a stand-in for IBM. That is exactly what Jobs did with the famous 1984 Super Bowl commercial announcing the launch of the Macintosh.

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Apple's obvious enemy was IBM which had about 50 percent of the PC market. Sometimes the best way to position a brand is by figuring out who your enemy is and then being the opposite. Most companies would have called it the Apple III, but not Steve Jobs. But this new computer got its own name and thereby created its own new category. Previously, the product line included such names as Apple I, Apple II and Apple IIe. On January 24, 1984, Apple released the Macintosh.

He immediately started working on replicating the technology. This technology fit with Jobs' philosophy of making computers that were dead simple to use. Rather than typing commands, users rolled a mouse and clicked on menus. Would Jobs Corporation have become the world's most-valuable company? Or even worse, how about Jobs & Wozniak Corporation?ĭuring a 1979 visit to Xerox’s Palo Alto Research Center, Jobs saw a prototype of a computer with a graphical user interface. (How would you visualize Micro Pro?)įurthermore, Jobs resisted the path that many entrepreneurs take. The name also allowed a simple 'apple' visual which hammered the name into prospects' minds. Apple was a simple name consumers could instantly associate with the home market. The difference between Apple and the other brands wasn’t in the hardware.

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Many of these brands were new brands with strange names: Osborne, Commodore, Micro Pro and dozens of others. Many of these brands were line extensions of existing brands: AT&T, Burroughs, Dictaphone, Digital, ITT, Memorex, Motorola, NCR, Radio Shack, Smith Corona, Siemens, Xerox and many others. In the 1970s and 1980s, there were hundreds of brands of personal computers on the market. Decisions that put Apple on the path to becoming the world’s most valuable company. Here are some examples of the marketing decisions made by Steve Jobs.

What made Steve Jobs so unique was his supremely-gifted marketing ability. The world has many great rebels, great technology geeks and great designers. Check out your local Ikea it is filled with wonderful designs. On the Apple II, for example, Jobs insisted that the circuits be redone to make the lines straighter.īut being a design genius wasn’t the secret of Steve Jobs either. And his aesthetic sense didn’t just apply to the outside of things even the inside of things had to be beautiful. He was obsessed with creating tools that were not just good but beautiful. Silicon Valley is filled with brilliant technology nerds. Jobs was so gifted that Atari's chief technology engineer gave him a job as a game designer even though he had no formal technical training.īut being a technology nerd wasn’t Job’s secret either. He tinkered at his father’s workbench and joined his high-school electronics club. From an early age, he was fascinated by electronics. In our youth-obsessed culture, rebels are a dime a dozen. He dropped out of college, was a fruitarian for a time and was often called an arrogant, obnoxious, weirdo.īeing a rebel, however, wasn’t the secret of Steve Jobs. Steve Jobs was a rebel who didn’t go about life or work in the normal way.