Innovation at Apple through Conceptual Simplicity
Apple Inc. is one of the leading companies renowned for its unique products and brand. A short talk with an Apple user reveals there is an emotional relation between consumers and Apple products, including every “i” product created in the past two decades.
Conceptual Simplicity to fuel innovation
Apple is one of the leading companies in the field of innovation and this couldn’t have happened without the company adopting the principle of Conceptual Simplicity. Conceptual Simplicity is a solution-oriented process that is used to achieve innovation with considerations about the consumer at the heart.
“Most people make the mistake of thinking design is what it looks like. That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.” — Steve Jobs

The Conceptual simplicity model shares the target of achieving innovation through three main factors:

1. User Desirability: The product should satisfy the consumer’s needs by solving everyday problems through user-centric processes.
2. Market Viability: Successful products require an integrated marketing strategy that identifies the target segment and builds the product brand in accordance with this target segment.
3. Technology Possibility: It is difficult to make things easy. This is especially true with tech heavy products where ‘more is more’. Using technology to deliver ‘less is more’ products which are ‘customer friendly’’ is the corner-stone of Conceptual Simplicity.

A classic example of the Conceptual Simplicity principle is the first-generation Apple TV Remote. This device made the radical step of moving most functions on screen, instead of having a separate button for each feature. The Apple TV Remote represents not a technological innovation, but a rethinking of the user experience.

Conceptual Simplicity principles helped Apple innovate while placing their consumers at the heart of the process. Apple’s history with innovation provides a clear lesson on how design and innovation can turn company failure to market success and a leading position in a competitive market.
1) Why are Apple products different from their competitors’ products?
2) Explain (in your own words) what you understand by ‘innovation thro’ conceptual simplicity’?
3) Recommend ‘post Covid’ strategies for Apple.?


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