Leander Kahney''''''''s Inside Steve''''''''s Brain 10 pot
Inside Steve''''s Brain Business Lessons from Steve Jobs, the Man Who Saved Apple by Leander Kahney_1 pot
... Group (USA) Inc.
Copyright © Leander Kahney, 2008
All rights reserved
Library of Congress Cataloging-in-Publication Data
Kahney, Leander.
Inside Steve’s brain / Leander Kahney.
p. cm.
Includes ... anymore.”
1
The Fall of Apple
Apple’s fall was quick and dramatic. In 1994, Apple
commanded nearly 10 percent of the worldwide multibillion-
dollar market for personal computers. It...
Inside Steve''''s Brain Business Lessons from Steve Jobs, the Man Who Saved Apple by Leander Kahney_2 potx
... distinguish between the models except
their confusing product names—the Perfoma 5200CD,
Perfoma 5210CD, Perfoma 5215CD, and Perfoma
5220CD.
“What I found when I got here was a zillion and one
products,” ... bare-bones Shuffle to the high-
end video iPod and the iPhone, priced at every $50 price
point between $100 and $350. But to get there took Apple
several years—not all at launch.
Personal...
Inside Steve''''s Brain Business Lessons from Steve Jobs, the Man Who Saved Apple by Leander Kahney_3 pdf
... half a dozen different
places.
To simplify things, Jobs ordered as many settings as
Chapter 2
Despotism: Apple’s One-Man Focus
Group
“We made the buttons on the screen look so good
you’ll want ... yet.” Ratzlaff was happy to take the compliment. For
Jobs, acknowledging you have an IQ higher than 100 is a
glowing endorsement. Confident that their jobs were safe,
Ratzlaff and the designers cel...
Inside Steve''''s Brain Business Lessons from Steve Jobs, the Man Who Saved Apple by Leander Kahney_6 docx
... sixty-second spot
never showed the Mac, nor any computer, but the message
was clear: the Mac would free downtrodden computer
users from the hegemony of IBM.
Apple’s board of directors was shown the spot ... rightly felt ripped off. The
outcry was so vociferous, Jobs issued a rare public
apology and a $100 rebate.
Jobs dropped the iPhone’s price because the initial
response had exceeded Apple’...
Inside Steve''''s Brain Business Lessons from Steve Jobs, the Man Who Saved Apple by Leander Kahney_7 doc
... campaigns that featured people, not
computers, in spots that looked like they may have come
from Apple. In one of HP’s “The Computer Is Personal
Again” TV spots, the hip-hop star Jay Z shows viewers ... politely declines because Macs are
largely immune to computer viruses. In thirty seconds, the
spot cleverly and economically conveyed a message about
computer viruses. The ads create a memorab...
Inside Steve''''s Brain Business Lessons from Steve Jobs, the Man Who Saved Apple by Leander Kahney_8 pdf
... with how many R&D
dollars you have. When Apple came up with the Mac,
IBM was spending at least 100 times more on R&D.
It’s not about money. It’s about the people you have,
how you’re led, ... consumers. It sold poorly. Apple had
hoped for sales of 800,000 the first year, but shifted less
than 100 ,000 units. A year after its introduction, Jobs
suspended production of the machine and...
Inside Steve''''s Brain Business Lessons from Steve Jobs, the Man Who Saved Apple by Leander Kahney_9 ppt
... this is for
gaining new customers who are unfamiliar with the
technology. I recently overheard one potential customer
asking if he needed a computer to use his new iPod.
Another booked a session ... same mall
combined—and can pull in almost the same revenue as a
big Best Buy store, but with only 10 percent of the floor
space.
The stores are like high-end clothes boutiques. They are
everythi...
Inside Steve''''s Brain Business Lessons from Steve Jobs, the Man Who Saved Apple by Leander Kahney_10 pot
... what was their best
experience with customer service, anywhere. Most
a lot of brainstorming sessions,” explained one insider.
“Products at Apple happen very organically. There [are] lots
of meetings, ... Cornell
Engineering Magazine. “The iPod’s a great example of
Jon seeing a piece of technology’s potential: that very, very
small form-factor hard drive.”
Chapter 7
Case Study: How It All Came...
Inside Steve''''s Brain Business Lessons from Steve Jobs, the Man Who Saved Apple by Leander Kahney_11 pptx
... think about it.
After the meeting, Jobs began market testing several
alternative names on people inside and outside the
company whom he trusted. “He was throwing out a whole
lot of names,” said ... of
different models, from the bare-bones Shuffle to the
luxurious iPhone.
The result: more than 100 million sold by April 2007,
which accounts for just under half of Apple’s ballooning
revenues....
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