BUSINESSWEEK ONLINE : JULY 31, 2000 ISSUE
COVER STORY

What Apple Has Done Right


PRODUCT DESIGN
Apple is tops at making eye-catching, easy-to-use computers. Having jumped from 3.8% to 6% share in its core markets, Apple hopes to add a point or two of share each year on new Macs like the Cube. If successful, the company could more than triple sales, to $20 billion in five years.

MARKETING
While rivals spit out me-too PCs, Jobs turns Apple product debuts into front-page news. His ad campaigns are just as catchy: The three-year-old ''Think different'' campaign, featuring such creative geniuses as Pablo Picasso, puts rivals' ad efforts to shame. And the new iMovie ads are classic Apple--warm, fuzzy, and effective.

EFFICIENCY
Once the industry's sloppiest operator, Apple now ends each quarter with less than a day of parts and work-in-progress inventory--vs. seven or so days for Dell. That's mostly because Jobs has trimmed Apple's product line from 15 to 5 models and pared back the number of suppliers.

STEVE JOBS
With his keen artistic eye, Jobs has revolutionized product design with the iMac's exciting colors and contours. A virtuoso handler of the media, he keeps Apple on a par with far-larger rivals. And his fiery passion and attention to detail give Apple an inventiveness unmatched in the industry.



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RELATED ITEMS
Apple

COVER IMAGE: Apple

TABLE: What Apple Has Done Right

PHOTO: New iMacs

TABLE: The Challenges Facing Apple

CHART: Research Takes a Backseat

CHART: Apple Is Growing at a Healthy Pace...Pushing Up Gross Profit Margins...So Apple's Stock Pr

TABLE: The PowerMac G4 Cube

PHOTO: Macintosh G4 Cube with 15-inch Flat Panel Monitor

PHOTO: Cube CPU with Chimney Top

TABLE: Steve Jobs's Unfinished Business

TABLE: Computer Design According to Jobs

``If the PC Doesn't Change, It'll Go the Way of the Dodo''

ONLINE ORIGINAL: This Dip Makes Apple Look Even Riper



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