Steve Jobs could do both and more, he had sight of the forest, the trees, the surrounding landscape without and the flora and fauna within.
According to Time Warner CEO Jeff Bewkes, one of Jobs’s salient traits was his ability and desire to envision strategy while focusing on the tiniest aspects of design.
“In 2000 he came up with the grand vision – the personal computer should become a “digital hub” for managing music, videos, photos, and content. Thus got Apple into the personal-device business with the iPod, the iPhone and then the iPad. Yet, at the same time, he was fretting over the shape and color of the screws inside the iMac.”
Developing the strategy of the digital hub and the search for a consumer digital device led to the launch of the iPod, the iTouch, the iPhone and the iPad. But it also encompassed much more, a complete ecosystem of software, online access and multi channel marketing creating a halo effect, in which the eco system and the products within thrived and stimulated sales, each of the other. The forest and the trees.
The iPod, thrived assisted by the iTunes software and the ease of download from the iTunes store. Apple have sold over 300 million iPods and over ten billion tunes in just ten years. The iPhone was able to build on the success of the iPod and iTouch. The iPad was able to capitalize on the prior success of the iPod and the iPhone and the availability of 585,000 apps online generating 25 billion downloads in just over two years of life.
Multi channel marketing led to the creation of the iTunes store, the apps store, the iBooks store and the development of own retail. By 2012 there were 360 stores generating sales of over $114 billion with an average revenue per store of $43 million and a sales per square foot of over $5,000.
As the company prepares to transition from the digital hub strategy, one hundred million iCloud users are ready to lead the move away from the digital hub to the online cloud base.
Apple is the largest company in the world in terms of market capitalization. It has achieved growth with great products, great software and a great strategy that envisions the forest, the trees, flora and fauna, a complete ecosystem in which to expand and thrive. It is a great case study in corporate strategy.
The Apple Case Study from the iPod to the iPad second edition will be released this week. Includes updates on 2011 financials and the launch of the latest iPad. A great example of corporate strategy, the ecosystem of strategy, the halo effect, product life cycles and much more.