apple design thinking case study

Designorate

Design thinking, innovation, user experience and healthcare design

Design Thinking Case Study: Innovation at Apple

Apple is one of the leading companies that is 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.

Why are Apple products different from their competitors’ products? How does Apple manage to achieve innovation in its product families? Answering these questions provides interesting insight into Apple’s history and how it survived its most critical time between 1985 and 1997.

When Steve Jobs returned to Apple after being fired, the company share was only worth US $5 and its future was uncertain. Today, in 2016, Apple’s share price is around US $108 and the company achieved revenues of US $233.7 billion in 2015 with net income of US $53.39 billion.  This mini case study sheds light on the role that design thinking and innovation played in helping Steve Jobs rescue Apple with his consumer-driven strategy and vision for the company.

The Hard Times at Apple

The early days of Apple (which was cofounded by Steve Jobs on 1976) are characterized by its first personal computer that was delivered with Apple OS. During this time, Apple was dominating the market because there were no other manufacturers of this type of computer as computers were used only by governments or large companies. However, in 1985, Steve Jobs was forced to leave the company. This marked the start of a chaotic era in the company’s strategy and product development.

In the period 1985-1997, Apple struggled to achieve market success, especially after Jobs’s departure and increasing competition from other giants such as IBM, which decided to enter the PC computers market. During this period, Apple faced number of challenges including:

• Unstable strategy due to the change of executive teams
• Unclear vision about Apple’s competitive strategy, especially after IBM entered the PC market
• Unclear vision about selling OS licenses, which would put the company in competition with Windows operating system
• Large number of failed products (such as Newton PDA) and few successful ones (such as PowerBook)
• Products not unique in the market
• Confusion and uncertainty among Apple consumers, resulting from this strategy

Design Thinking 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 design thinking . Design thinking is a solution-oriented process that is used to achieve innovation with considerations about the consumer at the heart of all development stages. Tim Brown, president and CEO of IDEO, defines design thinking as follows: “ Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success. ”

“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ 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

In previous design thinking articles, we explored the different models of design thinking including the IDEO model, d.school model, and IBM design thinking  model. Most of these models share the target of achieving innovation through three main factors:

User Desirability . The product should satisfy the consumer’s needs by solving everyday problems through a user-centered process. This can be achieved through a deep understanding of the user and through an empathic design process, which can only be achieved by putting ourselves in the shoes of our consumers (using tools such as an empathic persona map ).

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. Tools such as the business model canvas can help our understanding of the project and create a business strategy for it. Also, tools such as the SWOT analysis allows us to understand the strengths, weaknesses, opportunities, and threats of the specified product.

Technology Possibility . Technology provides state-of-art tools for designers to innovate and build products that meet today’s needs. Technology should be adopted through the development process, including the prototyping stage where a visual presentation of the product is made to the team.

Think Different!

After Steve Jobs returned to Apple in 1997 (upon Apple’s acquisition NeXT), he started to apply the design thinking characteristics discussed above, which reflected his vision for Apple products. The vision discussed below was used to form Apple’s strategy from 1997 until today. Steve Jobs applied design thinking by focusing on:

• People’s needs and desires, rather than only the needs of the business
• Building empathy by helping people to love Apple products
• The design rather than the engineering work; designers consider both the form and the function of the product
• Building simple yet user-friendly products rather than complex hard-to-use products

The vision characterized above can be clearly identified in modern Apple products. Although other competitors focus on the features and product capabilities, Apple focuses on a holistic user experience.  For example, the iMac is renowned for being quiet, having a quick wake-up, better sound, and a high-quality display. This vision was formed in Apple’s development strategy that includes:

Excellence in Execution

In this part, Steve tended to improve the execution process by closing 2 divisions, eliminating 70% of the new products and focusing on the higher potential products, reducing the product lines from 15 to just 3, and shutting facilities to move manufacturing outside the company. Apple also launched a website for direct sale of its products and started to take an interest in materials and how products are manufactured within a consumer-driven culture.

Platform Strategy

Apple streamlined their product portfolio to a family of products that can be produced  much more quickly while keeping the existing design elements. Also, the company targeted product that require less repair and maintenance.

Iterative Customer Involvement

The consumer experience should be integrated into the design and development stages through participating in usability testing. Also, the design for interfaces should focus on the user experience.

Beautiful Products

In addition to the function of the product, the form should beautiful, which can be achieved through continuous innovation and development. Apple also focused on the materials and manufacturing process and took a bold approach to trying new ideas rather than sticking with the ordinary design forms.

Apple’s history with innovation provides a clear lesson about how design and innovation can turn company failure to market success and a leading position in a competitive market. Design thinking helped Apple to innovate while placing their consumers at the heart of the process. The period that Steve Jobs was absent from Apple demonstrates that copying others and lacking a clear innovation strategy can lead companies directly from success to failure. On the other hand, innovation can definitely help build a successful business.

Wait, Join my Newsletters!

As always, I try to come to you with design ideas, tips, and tools for design and creative thinking. Subscribe to my newsletters to receive new updated design tools and tips!

Dr Rafiq Elmansy

As an academic and author, I've had the privilege of shaping the design landscape. I teach design at the University of Leeds and am the Programme Leader for the MA Design, focusing on design thinking, design for health, and behavioural design. I've developed and taught several innovative programmes at Wrexham Glyndwr University, Northumbria University, and The American University in Cairo. I'm also a published book author and the proud founder of Designorate.com, a platform that has been instrumental in fostering design innovation. My expertise in design has been recognised by prestigious organizations. I'm a fellow of the Higher Education Academy (HEA), the Design Research Society (FDRS), and an Adobe Education Leader. Over the course of 20 years, I've had the privilege of working with esteemed clients such as the UN, World Bank, Adobe, and Schneider, contributing to their design strategies. For more than 12 years, I collaborated closely with the Adobe team, playing a key role in the development of many Adobe applications.

You May Also Like

SWOT Analysis: Exploring Innovation and Creativity within Organizations

Design Thinking Tools: Reverse Brainstorming

Designorate Mind Map Template

PESTLE Analysis and When to Use it

What is Thematic Analysis? And How to Apply in Design Thinking

How to Use Mind Mapping for Better Thinking

2 thoughts on “ design thinking case study: innovation at apple ”.

these things is very useful and motivation and thinking about ideas to solve the problems

Thanks Ram!

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Sign me up for the newsletter!

• Harvard Business School →
• Faculty & Research →
• January 2009 (Revised May 2012)
• HBS Case Collection

Design Thinking and Innovation at Apple

• Format: Print
• | Pages: 14

About The Author

Stefan H. Thomke

More from the authors.

• Harvard Business Review Digital Articles

Capture New Value from Your Existing Tech Infrastructure

• Harvard Business Review

Act Like a Scientist: Great Leaders Challenge Assumptions, Run Experiments, and Follow the Evidence

• Research-Technology Management

High Velocity Business Experiments

• Capture New Value from Your Existing Tech Infrastructure  By: Stefan Thomke and Anthony Rodrigo
• Act Like a Scientist: Great Leaders Challenge Assumptions, Run Experiments, and Follow the Evidence  By: Stefan Thomke and Gary W. Loveman
• High Velocity Business Experiments  By: Stefan Thomke and Jim Euchner

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

How Apple Is Organized for Innovation

• Joel M. Podolny
• Morten T. Hansen

When Steve Jobs returned to Apple, in 1997, it had a conventional structure for a company of its size and scope. It was divided into business units, each with its own P&L responsibilities. Believing that conventional management had stifled innovation, Jobs laid off the general managers of all the business units (in a single day), put the entire company under one P&L, and combined the disparate functional departments of the business units into one functional organization. Although such a structure is common for small entrepreneurial firms, Apple—remarkably—retains it today, even though the company is nearly 40 times as large in terms of revenue and far more complex than it was in 1997. In this article the authors discuss the innovation benefits and leadership challenges of Apple’s distinctive and ever-evolving organizational model in the belief that it may be useful for other companies competing in rapidly changing environments.

It’s about experts leading experts.

Idea in Brief

The challenge.

Major companies competing in many industries struggle to stay abreast of rapidly changing technologies.

One Major Cause

They are typically organized into business units, each with its own set of functions. Thus the key decision makers—the unit leaders—lack a deep understanding of all the domains that answer to them.

The Apple Model

The company is organized around functions, and expertise aligns with decision rights. Leaders are cross-functionally collaborative and deeply knowledgeable about details.

Apple is well-known for its innovations in hardware, software, and services. Thanks to them, it grew from some 8,000 employees and $7 billion in revenue in 1997, the year Steve Jobs returned, to 137,000 employees and $260 billion in revenue in 2019. Much less well-known are the organizational design and the associated leadership model that have played a crucial role in the company’s innovation success.

• Joel M. Podolny is the dean and vice president of Apple University in Cupertino, California. The former dean of the Yale School of Management, Podolny was a professor at Harvard Business School and the Stanford Graduate School of Business.
• MH Morten T. Hansen is a professor at the University of California, Berkeley, and a faculty member at Apple University, Apple. He is the author of Great at Work and Collaboration and coauthor of Great by Choice . He was named one of the top management thinkers in the world by the Thinkers50 in 2019. MortentHansen

Partner Center

• Onsite training

3,000,000+ delegates

15,000+ clients

1,000+ locations

• KnowledgePass
• Log a ticket

01344203999 Available 24/7

10 Successful Design Thinking Case Study

Dive into the realm of Successful Design Thinking Case Studies to explore the power of this innovative problem-solving approach. Begin by understanding What is Design Thinking? and then embark on a journey through real-world success stories. Discover valuable lessons learned from these case studies and gain insights into how Design Thinking can transform your approach.

Exclusive 40% OFF

Training Outcomes Within Your Budget!

We ensure quality, budget-alignment, and timely delivery by our expert instructors.

Share this Resource

• Leadership Skills Training
• Instructional Design Training
• Design Thinking Course
• Business Development Training
• Leadership and Management Course

Design Thinking has emerged as a powerful problem-solving approach that places empathy, creativity, and innovation at the forefront. However, if you are not aware of the power that this approach holds, a Design Thinking Case Study is often used to help people address the complex challenges of this approach with a human-centred perspective. It allows organisations to unlock new opportunities and drive meaningful change. Read this blog on Design Thinking Case Study to learn how it enhances organisation’s growth and gain valuable insights on creative problem-solving.

Table of Contents   

1) What is Design Thinking?

2) Design Thinking process   

3) Successful Design Thinking Case Studies

      a) Airbnb

      b) Apple

      c) Netflix

      d) UberEats

      e) IBM

       f) OralB’s electric toothbrush

      g) IDEO

      h) Tesla

       i) GE Healthcare

       j) Nike

3) Lessons learned from Design Thinking Case Studies

4) Conclusion    

What is Design Thinking ?

Before jumping on Design Thinking Case Study, let’s first understand what it is. Design Thinking is a methodology for problem-solving that prioritises the understanding and addressing of individuals' unique needs.

This human-centric approach is creative and iterative, aiming to find innovative solutions to complex challenges. At its core, Design Thinking fosters empathy, encourages collaboration, and embraces experimentation.

This process revolves around comprehending the world from the user's perspective, identifying problems through this lens, and then generating and refining solutions that cater to these specific needs. Design Thinking places great importance on creativity and out-of-the-box thinking, seeking to break away from conventional problem-solving methods.

It is not confined to the realm of design but can be applied to various domains, from business and technology to healthcare and education. By putting the user or customer at the centre of the problem-solving journey, Design Thinking helps create products, services, and experiences that are more effective, user-friendly, and aligned with the genuine needs of the people they serve.  

Design Thinking process

Design Thinking is a problem-solving and innovation framework that helps individuals and teams create user-centred solutions. This process consists of five key phases that are as follows:  

To initiate the Design Thinking process, the first step is to practice empathy. In order to create products and services that are appealing, it is essential to comprehend the users and their requirements. What are their anticipations regarding the product you are designing? What issues and difficulties are they encountering within this particular context?

During the empathise phase, you spend time observing and engaging with real users. This might involve conducting interviews and seeing how they interact with an existing product. You should pay attention to facial expressions and body language. During the empathise phase in the Design Thinking Process , it's crucial to set aside assumptions and gain first-hand insights to design with real users in mind. That's the essence of Design Thinking.

During the second stage of the Design Thinking process, the goal is to identify the user’s problem. To accomplish this, collect all your observations from the empathise phase and begin to connect the dots.

Ask yourself: What consistent patterns or themes did you notice? What recurring user needs or challenges were identified? After synthesising your findings, you must create a problem statement, also known as a Point Of View (POV) statement, which outlines the issue or challenge you aim to address. By the end of the define stage, you will be able to craft a clear problem statement that will guide you throughout the design process, forming the basis of your ideas and potential solutions.

After completing the first two stages of the Design Thinking process, which involve defining the target users and identifying the problem statement, it is now time to move on to the third stage - ideation. This stage is all about brainstorming and coming up with various ideas and solutions to solve the problem statement. Through ideation, the team can explore different perspectives and possibilities and select the best ideas to move forward with.

During the ideation phase, it is important to create an environment where everyone feels comfortable sharing their ideas without fear of judgment. This phase is all about generating a large quantity of ideas, regardless of feasibility. This is done by encouraging the team to think outside the box and explore new angles. To maximise creativity, ideation sessions are often held in unconventional locations.

It’s time to transform the ideas from stage three into physical or digital prototypes. A prototype is a miniature model of a product or feature, which can be as simple as a paper model or as complex as an interactive digital representation.

During the Prototyping Stage , the primary objective is to transform your ideas into a tangible product that can be tested by actual users. This is crucial in maintaining a user-centric approach, as it enables you to obtain feedback before proceeding to develop the entire product. By doing so, you can ensure that the final design adequately addresses the user's problem and delivers an enjoyable user experience.

During the Design Thinking process, the fifth step involves testing your prototypes by exposing them to real users and evaluating their performance. Throughout this testing phase, you can observe how your target or prospective users engage with your prototype. Additionally, you can gather valuable feedback from your users about their experiences throughout the process.

Based on the feedback received during user testing, you can go back and make improvements to the design. It is important to remember that the Design Thinking process is iterative and non-linear. After the testing phase, it may be necessary to revisit the empathise stage or conduct additional ideation sessions before creating a successful prototype.

Unlock the power of Design Thinking – Sign up for our comprehensive Design Thinking for R&D Engineers Training Today!

Successful Design Thinking Case Studies  

Now that you have a foundational understanding of Design Thinking, let's explore how some of the world's most successful companies have leveraged this methodology to drive innovation and success:

Case Study 1: Airbnb  

Airbnb’s one of the popular Design Thinking Case Studies that you can aspire from. Airbnb disrupted the traditional hotel industry by applying Design Thinking principles to create a platform that connects travellers with unique accommodations worldwide. The founders of Airbnb, Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, started by identifying a problem: the cost and lack of personalisation in traditional lodging.

They conducted in-depth user research by staying in their own listings and collecting feedback from both hosts and guests. This empathetic approach allowed them to design a platform that not only met the needs of travellers but also empowered hosts to provide personalised experiences. 

Airbnb's intuitive website and mobile app interface, along with its robust review and rating system, instil trust and transparency, making users feel comfortable choosing from a vast array of properties. Furthermore, the "Experiences" feature reflects Airbnb's commitment to immersive travel, allowing users to book unique activities hosted by locals. 

Case Study 2.  Apple    

Apple Inc. has consistently been a pioneer in  Design Thinking, which is evident in its products, such as the iPhone. One of the best Design Thinking Examples from Apple is the development of the iPhone's User Interface (UI). The team at Apple identified the need for a more intuitive and user-friendly smartphone experience. They conducted extensive research and usability testing to understand user behaviours, pain points, and desires.   

The result? A revolutionary touch interface that forever changed the smartphone industry. Apple's relentless focus on the user experience, combined with iterative prototyping and user feedback, exemplifies the power of  Design Thinking in creating groundbreaking products.    

Apple invests heavily in user research to  anticipate what customers want before they even realise it themselves. This empathetic approach to design has led to groundbreaking innovations like the iPhone, iPad, and MacBook, which have redefined the entire industry.  

Case Study 3. Netflix  

Netflix, the global streaming giant, has revolutionised the way people consume entertainment content. A major part of their success can be attributed to their effective use of Design Thinking principles.

What sets Netflix apart is its commitment to understanding its audience on a profound level. Netflix recognised that its success hinged on offering a personalised, enjoyable viewing experience. Through meticulous user research, data analysis, and a culture of innovation, Netflix constantly evolves its platform. Moreover, by gathering insights on viewing habits, content preferences, and even UI, the company tailors its recommendations, search algorithms, and original content to captivate viewers worldwide.

Furthermore, Netflix's iterative approach to Design Thinking allows it to adapt quickly to shifting market dynamics. This agility proved crucial when transitioning from a DVD rental service to a streaming platform. Netflix didn't just lead this revolution; it shaped it by keeping users' desires and behaviours front and centre. Netflix's commitment to Design Thinking has resulted in a highly user-centric platform that keeps subscribers engaged and satisfied, ultimately contributing to its global success.  

Case Study 4. Uber Eats     

Uber Eats, a subsidiary of Uber, has disrupted the food delivery industry by applying Design Thinking principles to enhance user experiences and create a seamless platform for food lovers and restaurants alike.  

One of  UberEats' key innovations lies in its user-centric approach. By conducting in-depth research and understanding the pain points of both consumers and restaurant partners, they crafted a solution that addresses real-world challenges. The user-friendly app offers a wide variety of cuisines, personalised recommendations, and real-time tracking, catering to the diverse preferences of customers.  

Moreover,  UberEats leverages technology and data-driven insights to optimise delivery routes and times, ensuring that hot and fresh food reaches customers promptly. The platform also empowers restaurant owners with tools to efficiently manage orders, track performance, and expand their customer base. 

Case Study  5 . IBM    

IBM is a prime example of a large corporation successfully adopting Design Thinking to drive innovation and transform its business. Historically known for its hardware and software innovations, IBM recognised the need to evolve its approach to remain competitive in the fast-paced technology landscape.   

IBM's Design Thinking journey began with a mission to reinvent its enterprise software solutions. The company transitioned from a product-centric focus to a user-centric one. Instead of solely relying on technical specifications, IBM started by empathising with its customers. They started to understand customer’s pain points, and envisioning solutions that genuinely addressed their needs. 

One of the key elements of IBM's Design Thinking success is its multidisciplinary teams. The company brought together designers, engineers, marketers, and end-users to collaborate throughout the product development cycle. This cross-functional approach encouraged diverse perspectives, fostering creativity and innovation. 

IBM's commitment to Design Thinking is evident in its flagship projects such as Watson, a cognitive computing system, and IBM Design Studios, where Design Thinking principles are deeply embedded into the company's culture. 

Elevate your Desing skills in Instructional Design – join our Instructional Design Training Course now!

Case Study 6. Oral-B’s electric toothbrush

Oral-B, a prominent brand under the Procter & Gamble umbrella, stands out as a remarkable example of how Design Thinking can be executed in a seemingly everyday product—Electric toothbrushes. By applying the Design Thinking approach, Oral-B has transformed the world of oral hygiene with its electric toothbrushes.  

Oral-B's journey with Design Thinking began by placing the user firmly at the centre of their Product Development process. Through extensive research and user feedback, the company gained invaluable insights into oral care habits, preferences, and pain points. This user-centric approach guided Oral-B in designing electric toothbrushes that not only cleaned teeth more effectively but also made the entire oral care routine more engaging and enjoyable.  

Another of Oral-B's crucial innovations is the integration of innovative technology into their toothbrushes. These devices now come equipped with features like real-time feedback, brushing timers, and even Bluetooth connectivity to sync with mobile apps. By embracing technology and user-centric design, Oral-B effectively transformed the act of brushing teeth into an interactive and informative experience. This has helped users maintain better oral hygiene.  

Oral-B's success story showcases how Design Thinking, combined with a deep understanding of user needs, can lead to significant advancements, ultimately improving both the product and user satisfaction.

Case Study 7. IDEO  

IDEO, a Global Design Consultancy, has been at the forefront of Design Thinking for decades. They have worked on diverse projects, from creating innovative medical devices to redesigning public services.

One of their most notable Design Thinking examples is the development of the "DeepDive" shopping cart for a major retailer. IDEO's team spent weeks observing shoppers, talking to store employees, and prototyping various cart designs. The result was a cart that not only improved the shopping experience but also increased sales. IDEO's human-centred approach, emphasis on empathy, and rapid prototyping techniques demonstrate how Design Thinking can drive innovation and solve real-world problems.   

Upgrade your creativity skills – register for our Creative Leader Training today!

Case Study  8 .  Tesla  

Tesla, led by Elon Musk, has redefined the automotive industry by applying Design Thinking to Electric Vehicles (EVs). Musk and his team identified the need for EVs to be not just eco-friendly but also desirable. They focused on designing EVs that are stylish, high-performing, and technologically advanced. Tesla's iterative approach, rapid prototyping, and constant refinement have resulted in groundbreaking EVs like the Model S, Model 3, and Model X.    

From the minimalist interior of their Model S to the autopilot self-driving system, every aspect is meticulously crafted with the end user in mind. The company actively seeks feedback from its user community, often implementing software updates based on customer suggestions. This iterative approach ensures that Tesla vehicles continually evolve to meet and exceed customer expectations .   

Moreover, Tesla's bold vision extends to sustainable energy solutions, exemplified by products like the Powerwall and solar roof tiles. These innovations  showcase Tesla's holistic approach to Design Thinking, addressing not only the automotive industry's challenges but also contributing to a greener, more sustainable future.   

Case Study 9. GE Healthcare 

GE Healthcare is a prominent player in the Healthcare industry, renowned for its relentless commitment to innovation and design excellence. Leveraging Design Thinking principles, GE Healthcare has consistently pushed the boundaries of medical technology, making a significant impact on patient care worldwide.  

One of the key areas where GE Healthcare has excelled is in the development of cutting-edge medical devices and diagnostic solutions. Their dedication to user-centred design has resulted in devices that are not only highly functional but also incredibly intuitive for healthcare professionals to operate. For example, their advanced Medical Imaging equipment, such as MRI and CT scanners, are designed with a focus on patient comfort, safety, and accurate diagnostics. This device reflects the company's dedication to improving healthcare outcomes.  

Moreover, GE Healthcare's commitment to design extends beyond the physical product. They have also ventured into software solutions that facilitate data analysis and Patient Management. Their user-friendly software interfaces and data visualisation tools have empowered healthcare providers to make more informed decisions, enhancing overall patient care and treatment planning.

Case Study 10. Nike 

Nike is a global powerhouse in the athletic apparel and Footwear industry. Nike's journey began with a simple running shoe, but its design-thinking approach transformed it into an iconic brand.

Nike's Design Thinking journey started with a deep understanding of athletes' needs and desires. They engaged in extensive user research, often collaborating with top athletes to gain insights that inform their product innovations. This customer-centric approach allowed Nike to develop ground breaking technologies, such as Nike Air and Flyknit, setting new standards in comfort, performance, and style.

Beyond product innovation, Nike's brand identity itself is a testament to Design Thinking. The iconic Swoosh logo, created by Graphic Designer Carolyn Davidson, epitomises simplicity and timelessness, reflecting the brand's ethos.  

Nike also excels in creating immersive retail experiences, using Design Thinking to craft spaces that engage and inspire customers. Their flagship stores around the world are showcases of innovative design, enhancing the overall brand perception.

Lessons learned from Design Thinking Case Studies

The Design Thinking process, as exemplified by the success stories of IBM, Netflix, Apple, and Nike, offers valuable takeaways for businesses of all sizes and industries. Here are three key lessons to learn from these Case Studies:  

1)   Consider the b ig p icture   

Design Thinking encourages organisations to zoom out and view the big picture. It's not just about solving a specific problem but understanding how that problem fits into the broader context of user needs and market dynamics. By taking a holistic approach, you can identify opportunities for innovation that extend beyond immediate challenges. IBM's example, for instance, involved a comprehensive evaluation of their clients' journeys, leading to more impactful solutions.  

2)  Think t hrough a lternative s olutions   

One of the basic principles of Design Thinking is ideation, which emphasises generating a wide range of creative solutions. Netflix's success in content recommendation, for instance, came from exploring multiple strategies to enhance user experience. When brainstorming ideas and solutions, don't limit yourself to the obvious choices. Encourage diverse perspectives and consider unconventional approaches that may lead to breakthrough innovations.  

3)  Research e ach c ompany’s c ompetitors   

Lastly, researching competitors is essential for staying competitive. Analyse what other companies in your industry are doing, both inside and outside the realm of Design Thinking. Learn from their successes and failures. GE Healthcare, for example, leveraged Design Thinking to improve medical equipment usability, giving them a competitive edge. By researching competitors, you can gain insights that inform your own Design Thinking initiatives and help you stand out in the market.  

Incorporating these takeaways into your approach to Design Thinking can enhance your problem-solving capabilities, foster innovation, and ultimately lead to more successful results.  

Conclusion    

Design Thinking is not limited to a specific industry or problem domain; it is a versatile approach that promotes innovation and problem-solving in various contexts. In this blog, we've examined successful Design Thinking Case Studies from industry giants like IBM, Netflix, Apple, Airbnb, Uber Eats, and Nike. These companies have demonstrated that Design Thinking is a powerful methodology that can drive innovation, enhance user experiences, and lead to exceptional business success.   

Start your journey towards creative problem-solving – register for our Design Thinking Training now!  

Frequently Asked Questions

Design Thinking Case Studies align with current market demands and user expectations by showcasing practical applications of user-centric problem-solving. These Studies highlight the success of empathetic approaches in meeting evolving customer needs.

By analysing various real-world examples, businesses can derive vital insights into dynamic market trends, creating innovative solutions, and enhancing user experiences. Design Thinking's emphasis on iterative prototyping and collaboration resonates with the contemporary demand for agility and adaptability.

Real-world examples of successful Design Thinking implementations can be found in various sources. For instance, you can explore several Case Study repositories on Design Thinking platforms like IDEO and Design Thinking Institute. Furthermore, you can also look for business publications, such as the Harvard Business Review as well as Fast Company, which often feature articles on successful Design Thinking applications.

The Knowledge Academy takes global learning to new heights, offering over 30,000 online courses across 490+ locations in 220 countries. This expansive reach ensures accessibility and convenience for learners worldwide.

Alongside our diverse Online Course Catalogue , encompassing 17 major categories, we go the extra mile by providing a plethora of free educational Online Resources like News updates, blogs, videos, webinars, and interview questions. Tailoring learning experiences further, professionals can maximise value with customisable Course Bundles of TKA .

The Knowledge Academy’s Knowledge Pass , a prepaid voucher, adds another layer of flexibility, allowing course bookings over a 12-month period. Join us on a journey where education knows no bounds.

The Knowledge Academy offers various Leadership Training Courses , including Leadership Skills Training, Design Thinking Course, and Creative and Analytical Thinking Training. These courses cater to different skill levels, providing comprehensive insights into Leadership Training methodologies. 

Our Leadership Training blogs covers a range of topics related to Design Thinking, offering valuable resources, best practices, and industry insights. Whether you are a beginner or looking to advance your Design Thinking skills, The Knowledge Academy's diverse courses and informative blogs have you covered.

Upcoming Business Skills Resources Batches & Dates

Fri 2nd Aug 2024

Fri 4th Oct 2024

Fri 6th Dec 2024

Fri 14th Feb 2025

Fri 16th May 2025

Fri 25th Jul 2025

Fri 29th Aug 2025

Fri 10th Oct 2025

Fri 28th Nov 2025

Get A Quote

WHO WILL BE FUNDING THE COURSE?

My employer

By submitting your details you agree to be contacted in order to respond to your enquiry

• Business Analysis
• Lean Six Sigma Certification

Share this course

Our biggest spring sale.

We cannot process your enquiry without contacting you, please tick to confirm your consent to us for contacting you about your enquiry.

By submitting your details you agree to be contacted in order to respond to your enquiry.

We may not have the course you’re looking for. If you enquire or give us a call on 01344203999 and speak to our training experts, we may still be able to help with your training requirements.

Or select from our popular topics

• ITIL® Certification
• Scrum Certification
• Change Management Certification
• Business Analysis Courses
• Microsoft Azure Certification
• Microsoft Excel Courses
• Microsoft Project
• Explore more courses

Press esc to close

Fill out your  contact details  below and our training experts will be in touch.

Fill out your   contact details   below

Thank you for your enquiry!

One of our training experts will be in touch shortly to go over your training requirements.

Back to Course Information

Fill out your contact details below so we can get in touch with you regarding your training requirements.

* WHO WILL BE FUNDING THE COURSE?

Preferred Contact Method

No preference

Back to course information

Fill out your  training details  below

Fill out your training details below so we have a better idea of what your training requirements are.

HOW MANY DELEGATES NEED TRAINING?

HOW DO YOU WANT THE COURSE DELIVERED?

Online Instructor-led

Online Self-paced

WHEN WOULD YOU LIKE TO TAKE THIS COURSE?

Next 2 - 4 months

WHAT IS YOUR REASON FOR ENQUIRING?

Looking for some information

Looking for a discount

I want to book but have questions

One of our training experts will be in touch shortly to go overy your training requirements.

Your privacy & cookies!

Like many websites we use cookies. We care about your data and experience, so to give you the best possible experience using our site, we store a very limited amount of your data. Continuing to use this site or clicking “Accept & close” means that you agree to our use of cookies. Learn more about our privacy policy and cookie policy cookie policy .

We use cookies that are essential for our site to work. Please visit our cookie policy for more information. To accept all cookies click 'Accept & close'.

The marketplace for case solutions.

Design Thinking and Innovation at Apple – Case Solution

Although Apple has been voted the most innovative company worldwide for multiple years, not much is known due to the company's obsession with secrecy. This "Design Thinking and Innovation at Apple" case analysis sheds some light on Apple's success and its quest to develop outstanding products.

​Stefan Thomke; Barbara Feinberg Harvard Business Review ( 609066-PDF-ENG ) January 09, 2009

Case questions answered:

What are the key elements behind apple’s success.

• Is there a systematic “approach” to innovation at Apple?
• Are all “design thinking” approaches the same? If not, what are the “types” or differences in various approaches?
• Can “design thinking” be imitated? Emulated? If yes, how can it be copied or approximated?
• What are the pros/cons of using design thinking as an innovation strategy?
• What video link helped you analyze this case?

Not the questions you were looking for? Submit your own questions & get answers .

Design Thinking and Innovation at Apple Case Answers

Elevator pitch.

This case discusses the implementation of commercially and critically acclaimed Design Thinking at Apple and how that has led to the innovation of its products. It describes the legacy left by Steve Jobs, who had an enormous impact on the culture of the company. His design mantra, “Simplicity is the ultimate sophistication,” has been a guiding light and driving force for all of Apple’s innovative endeavors.

This innovation in the design, however, comes from a clear and deep sense of understanding the consumer needs and coming up with an elegant and dynamic solution.

As Tim Brown says, “Innovation requires, above all else, a willingness to embrace chaos.” [1] That is clearly what Steve Jobs envisioned, incorporating those characteristics into the culture of Apple by saying that there is no proper and predefined system to achieve innovation.

The platform-integrative strategy that Apple uses makes it easier to implement disruptive incrementalism [2] , which means coming up with new innovations despite keeping the platform the same. The other benefit of maintaining and improving the platform is that it helps the company to easily integrate the new improvements into the system while having greater control of its proprietary assets.

Apple has holistically worked on the innovation triangle and has become successful in creating strong appropriation elements. It branches out from the fact that the corporate culture of innovation has spread across operations, marketing & products, even after Steve Jobs was not heading the company for a brief period of time.

The key elements behind Apple’s success have been its culture of innovation and its emphasis on simplicity in innovation. The other important element has been the innovation based on…

Unlock Case Solution Now!

Get instant access to this case solution with a simple, one-time payment ($24.90).

After purchase:

• You'll be redirected to the full case solution.
• You will receive an access link to the solution via email.

Best decision to get my homework done faster! Michael MBA student, Boston

How do I get access?

Upon purchase, you are forwarded to the full solution and also receive access via email.

Is it safe to pay?

Yes! We use Paypal and Stripe as our secure payment providers of choice.

What is Casehero?

We are the marketplace for case solutions - created by students, for students.

Apple Park by Norman Foster: All in one space

The largest Apple product to ever exist is not its technology but rather an architectural monument: “The Apple Park”, designed by Norman Foster and Partners and completed in 2017. It is the largest office building in the world and is the company’s second campus built in Cupertino, California , constructed on a 175-acre land with a 2.8 million square foot main building with four stories, housing 12,000 employees on a daily basis. 

The apple Park places people at its heart, creating an ideal workspace for continued creativity, innovation, and well-being. The campus is built in true Californian spirit, open, and connected to nature. Built with deep care towards the environment as well as the company and its staff, the campus is powered by 100% renewable energy. It is the largest LEED Platinum-certified office building in North America. 

Built on a 175-acre site with an impervious surface, the site now has increased the green spaces from 20 to 80%, with over 6 kilometers of walking and jogging trails. There are now 9,000 trees on-site, including the indigenous oaks and orchards as well as the meadows, sports fields, terraces and a secluded pond.

Structure | Apple Park

The structure of the main building is an infinite loop specially designed keeping in mind Steve Job’s vision for the new Apple Headquarters. It is a massive spaceship Campus called “The Ring “, with a radius of 761 feet and a width of approximately 180 feet across. The structure is surrounded by grass and trees and has an orchard in the centre of the ring, and is the largest pre-cast concrete framed office building with a curved glass facade and glass canopy. The structure innovatively integrates long-span prestressed concrete elements with exposed honed architectural surfaces, liquid radiant cooling systems, forced return air plenums, as well as pre-plumed fire sprinklers.

The glass façade :  The most important architectural feature of the office space is the floor-to-ceiling glass partitions with no visible metal trim from top to bottom, which necessitated the soffits being the same size as the office so the glass could recess above the ceiling line. The continuous slab recessing from the grid to the grid is an unlikely candidate.

The entire campus of Apple Park is a collaboration of the ring building, Steve Jobs theatre, Fitness, and Wellness Centre , Visitors center, and south parking, encompassed by flowing parkland, the structure sits low amid tall trees and is a great place to socialize, exercise and work.

The Simple form of the ring building conceals immense expertise and innovation, comprising of a few core elements present in office space: the communal pod spaces for collaboration, private office spaces for concentrated work, and broad, glazed perimeter walkways featuring the largest sheet of curved glass surface ever constructed building and uninterrupted connection with the landscape surrounding the building. The ring form is grouped in 9 radial wings separated by 7 entrances and the cafeteria/ restaurant wing itself, which occupies the north-east axis: it is a quadruple height dining hall experience with outdoor terraces separated through sliding glass doors with 50 feet height, biggest ever constructed and encourages interaction among the users.

The fitness and wellness centre is the pavilion retreat in the apple park landscape approached from the south; it appears as a single-story, lightweight building with expensive glazing that opens light-filled exercise and treatment rooms onto the parkland. Between its two volumes, a juice bar serves healthy drinks and snacks around the courtyards shaded by olive trees. 

The apple park visitor center is an exclusive gateway to apple Park with an extensive roof terrace and stunning views of the main building that offers a unique glimpse of apple park nestles within the carefully planted olive grove, the visitor center is transparent form sitting below a floating carbon-fiber roof which cantilevers over the outdoor seating areas on either side. According to the head of the studio of Foster+Partners : Stefan Behling : “ the idea was to create a delicate pavilion where visitors can enjoy the same material palette and meticulous detailing seen in the ring building in a relaxed setting against the backdrop of apple park .”

Special apple merchandise is available at the visitor center as souvenirs with a café at the southern end opening onto the landscape of apple park where the visitors can relax and repose.  

Pre-stressed Concrete

Another key challenge was created by the seismic demands of the project, while the building base is isolated with tiny horizontal accelerations, the vertical accelerations imposed by the performance requirement were significant, hence the building required designing code above the requirements to a performance level of minimum damage in a 2,500 years period, leading to the development of pre-stressed concrete long span unit with a bottom flange.

Sustainability Factor | Apple Park

The Apple campus is built on Apple’s commitment to innovation and environmental sustainability, hence using 100% renewable energy throughout the building, emphasizing the on-site generation of energy from photovoltaic and fuel cells. The building structure is based on providing net-zero energy throughout by a climate responsive design, a comprehensive multi-modal transportation plan, and compact land use that reduces building and parking footprint and the heat island effect with a plan reminiscent of the natural California landscape, including the use of native and drought-tolerant vegetation. The environmental sustainability feature is designed to provide a net zero increase in greenhouse gas emissions, minimize natural resource consumption, and improve the air, water, light, and micro-climate quality of the site.

References:

• Gulezain, Jacob and Parrot, Eve. “Apple Campus 2” Drexel University Department of Architecture and Interiors, 2013.
• https://arquitecturaviva.com/works/apple-park-1
• https://hbr.org/2017/06/why-apples-new-hq-is-nothing-like-the-rest-of-silicon-valley
• https://s3.amazonaws.com/apple-campus2-project/Project_Description_Submittal7.pdf
• https://seele.com/references/apple-park-visitor-center-reception-buildings
• https://www.archdaily.com/875782/how-sustainable-is-apple-parks-tree-covered-landscape-really
• https://www.archdaily.com/884071/apple-park-visitor-center-foster-plus-partners
• https://www.archilovers.com/projects/57574/apple-park.html
• https://www.architecturaldigest.in/content/norman-foster-architect-behind-apples-cupertino-hq-says-future-offices-must-flexible/
• https://www.designboom.com/architecture/foster-partners-apple-park-steve-jobs-theater-10-02-2017/
• https://www.designbuild-network.com/projects/apple-2-campus/
• https://www.fosterandpartners.com/projects/apple-park/
• https://www.greenjournal.co.uk/2016/05/apple-campus-2-the-future-of-sustainable-architecture/
• Underwood, Glen.a and Worley,John. “Apple Park Precast- Integrated Architecture, Structure and Mechanical Services in a long span floor system”, SEAOC Convention Proceddings, 2017.

Areeba Rizwan is currently pursuing her Bachelors in Architecture. She is a travel enthusiast with an interest in learning about architecture through different mediums.An avid reader who likes to scribble her thoughts and ideas on paper and believes that architectural writing is an important part of learning.

Architecture: An art or an amalgamation of art, science, engineering, and design?

Royal College of Art by Herzog & de Meuron: Accomodating the Present and Future

Related posts.

The Art Science Museum by Moshe Safdie

RBANMS School Extension by Mathew and Ghosh Architects

Saifabad Mint Museum, Hyderabad

The Uthukuli Palace, Tamil Nadu

The Egmore Museum, Chennai

Sungbo’s Eredo, Nigeria

• Architectural Community
• Architectural Facts
• RTF Architectural Reviews
• Architectural styles
• City and Architecture
• Fun & Architecture
• History of Architecture
• Design Studio Portfolios
• Designing for typologies
• RTF Design Inspiration
• Architecture News
• Career Advice
• Case Studies
• Construction & Materials
• Covid and Architecture
• Interior Design
• Know Your Architects
• Landscape Architecture
• Materials & Construction
• Product Design
• RTF Fresh Perspectives
• Sustainable Architecture
• Top Architects
• Travel and Architecture
• Rethinking The Future Awards 2022
• RTF Awards 2021 | Results
• GADA 2021 | Results
• RTF Awards 2020 | Results
• ACD Awards 2020 | Results
• GADA 2019 | Results
• ACD Awards 2018 | Results
• GADA 2018 | Results
• RTF Awards 2017 | Results
• RTF Sustainability Awards 2017 | Results
• RTF Sustainability Awards 2016 | Results
• RTF Sustainability Awards 2015 | Results
• RTF Awards 2014 | Results
• RTF Architectural Visualization Competition 2020 – Results
• Architectural Photography Competition 2020 – Results
• Designer’s Days of Quarantine Contest – Results
• Urban Sketching Competition May 2020 – Results
• RTF Essay Writing Competition April 2020 – Results
• Architectural Photography Competition 2019 – Finalists
• The Ultimate Thesis Guide
• Introduction to Landscape Architecture
• Perfect Guide to Architecting Your Career
• How to Design Architecture Portfolio
• How to Design Streets
• Introduction to Urban Design
• Introduction to Product Design
• Complete Guide to Dissertation Writing
• Introduction to Skyscraper Design
• Educational
• Hospitality
• Institutional
• Office Buildings
• Public Building
• Residential
• Sports & Recreation
• Temporary Structure
• Commercial Interior Design
• Corporate Interior Design
• Healthcare Interior Design
• Hospitality Interior Design
• Residential Interior Design
• Sustainability
• Transportation
• Urban Design
• Host your Course with RTF
• Architectural Writing Training Programme | WFH
• Editorial Internship | In-office
• Graphic Design Internship
• Research Internship | WFH
• Research Internship | New Delhi
• RTF | About RTF
• Submit Your Story

Looking for Job/ Internship?

Rtf will connect you with right design studios.

Design Thinking Case Study: Apple & Focus on Users

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Table of Contents

Apple's innovation, user focus and design thinking, apple store, lesson summary.

There's no question that Apple has consistently been on the cutting edge of innovation since its modest early days housed inside of a garage in Los Altos, California. Think of some of Apple's creations:

• Candy-colored iMacs with their translucent plastic housing.
• The portable music player of the early 2000s, known as the iPod, that could put your entire music library in the palm of your hand.
• Wearable technology to monitor your workout or help you make a phone call in the form of a watch.

Today, more than four decades removed from its humble beginnings, the company responsible for a smattering of devices from the iPad to Apple TV is still considered one of the most innovative companies in the world. They brought out the iPhone X with facial recognition software. The company's wireless earbuds, known as AirPods, have transformed users' music-listening experience.

And, they're not done yet. Rumored product launches always draw a ton of conjecture and speculation about which devices the company will upgrade, optimize and expand on to make them better, quicker and more user-friendly.

What drives this company and keeps them at the top of the retail heap? All you have to do is ask its CEO, Tim Cook.

To unlock this lesson you must be a Study.com Member. Create your account

Apple makes no secret of what drives everything that happens inside its massive compound in Cupertino, California: its end users. In one recent interview, Cook said, ''Our products are all about the people who use them. What drives us is making products that give people the ability to do things they couldn't do before.''

Sure, user focus is what many companies purport as the driving force behind its operations. Apple not only talks the talk, but walks the walk in this regard. The company puts a premium on design thinking in all of its products. That starts with figuring out what customers really want, developing products based on identified needs, and then creating prototypes and testing them to see how successful they are.

For example, Apple's operating system was built by focusing on what consumers wanted and then figuring out how to achieve it on the technical side. From the smallest detail of Apple packaging to what the company calls its ''largest product,'' the user experience is never far from Apple employees' minds. In fact, that ''largest product'' is what this case study is focused on.

Apple has long had a presence online, but they added what they've coined as their ''largest product'' in May 2001, when the first Apple Store opened in Tysons Corner, Virginia. The move to a brick-and-mortar store was questionable at best, after fellow computer company Gateway failed at the effort and other technology-based retail locations were struggling to keep their doors open.

Customer Experience

Everything about the Apple Store, from the products it features to its very design, is founded on design thinking principles. The first step toward building the Apple Store, according to a former executive, was capturing store characteristics that would make the consumer experience unforgettable.

Apple focused on hiring the right people - not salespeople, but rather, personalities that consumers could connect with, drawing on the idea that people preferred face-to-face conversations when having device problems as opposed to over-the-phone help (which they also provide).

Drawing on Apple's ''cult-like'' sense of community, the company also opted for an environment that felt less like a sales floor and more like a space where Apple fans could hang out, check their email and interact with the products.

Testing and Prototyping

Before ever opening its first location in Virginia, Apple was testing prototypes of what it thought its stores could be. The company tested more than 30 outlets inside bigger electronics stores in Japan and even built an entire Apple Store model in a Cupertino warehouse to test its design and make necessary tweaks.

But, Apple has not been content to build stores and then rest on those designs. In 2017, the company announced it would begin redesigning its 15 largest stores, adding things like training programs and skills sessions while turning the aesthetic into one more reminiscent of a town square environment. And, you guessed it, these changes are coming as a result of prototypes already in place in Belgium and San Francisco.

The results of Apple's grand retail experiment speak for themselves. The retail locations have greater sales per square foot - more than $5,500 - than any other retail chain. Cook said he believes the word ''store'' is no longer appropriate for the company's retail outlets: ''They've taken on a role much broader than that,'' he said. ''They are the face of Apple for almost all of our customers.''

Apple has long been considered one of the most innovative brands in the world, thanks to its approach in pioneering new ways to listen to music and track fitness, just as examples. Apple's focus on its users and a design thinking approach have been the motivating forces behind its largest product - its retail locations. Design thinking starts with figuring out what customers really want, developing products based on identified needs, and then creating prototypes and testing them to see how successful they are.

In 2001, Apple turned their attention toward developing retail store experiences that would appeal to consumers. They created a community environment that aligns with their ''cult'' following and a face-to-face customer service network they believed their customers were seeking. Apple also created prototypes of its store locations and continues to test components of those stores to keep the focus on its end users. The results? Apple is making more money per square foot in its stores than any other retailer.

Register to view this lesson

Unlock your education, see for yourself why 30 million people use study.com, become a study.com member and start learning now..

Already a member? Log In

Resources created by teachers for teachers

I would definitely recommend Study.com to my colleagues. It’s like a teacher waved a magic wand and did the work for me. I feel like it’s a lifeline.

Design Thinking Case Study: Apple & Focus on Users Related Study Materials

• Related Topics

Browse by Courses

• CLEP Information Systems Prep
• Information Systems: Tutoring Solution
• DSST Organizational Behavior Prep
• UExcel Organizational Behavior: Study Guide & Test Prep
• Introduction to Business: Certificate Program
• Introduction to Business Law: Certificate Program
• UExcel Business Law: Study Guide & Test Prep
• GMAT Prep: Tutoring Solution
• Financial Accounting: Tutoring Solution
• Financial Accounting: Help and Review
• Information Systems and Computer Applications: Certificate Program
• Information Systems: Help and Review
• DSST Introduction to Business Prep
• Introduction to Organizational Behavior: Certificate Program
• Principles of Macroeconomics: Certificate Program

Browse by Lessons

• Design Thinking vs. Traditional Problem-Solving
• Prototype Stage in Design Thinking | Process, Purpose & Examples
• The Test Stage in Design Thinking: Purpose & Importance
• Design Thinking in Business: Definition, Benefits & Stages
• Point of View in Design Thinking: Definition, Purpose & Elements
• Empathy Mapping in Design Thinking: Definition & Example
• Problem Statement in Design Thinking | Overview & Examples
• Innovation Challenges in Design Thinking
• Empathy in Design Thinking: Purpose & Importance
• Ideation | Definition, Method & Steps
• The Define Stage in Design Thinking: Purpose & Importance
• Design Thinking: Origin & Evolution
• Transitioning from the Define Stage to the Ideate Stage in Design Thinking
• Methods of Empathizing in Design Thinking
• Using Design Thinking to Create Customer Experience

Create an account to start this course today Used by over 30 million students worldwide Create an account

Explore our library of over 88,000 lessons

• Foreign Language
• Social Science
• See All College Courses
• Common Core
• High School
• See All High School Courses
• College & Career Guidance Courses
• College Placement Exams
• Entrance Exams
• General Test Prep
• K-8 Courses
• Skills Courses
• Teacher Certification Exams
• See All Other Courses
• Create a Goal
• Create custom courses
• Get your questions answered

Product details

Teaching and learning

Time period, geographical setting, featured company.

Design Thinking and Innovation: A Case Study of Apple Inc

Added on   2022-10-12

About this Document

End of preview

Want to access all the pages? Upload your documents or become a member.

Future Technological Innovation in Apple Inc: iGlass lg ...

Competitive analysis of apple inc. lg ..., pestle and swot analysis of apple inc. lg ..., strategic management of apple inc. lg ..., organization behavior and learning lg ..., apple inc research paper 2022 lg ....

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

• We're Hiring!
• Help Center

DESIGN THINKING AND INNOVATION AT APPLE

Related Papers

Lina Malfona

Focusing on the relationship among architectural form, global market, and digital technologies, this essay investigates the controversial nature of the corporation, between real and virtual, local and global space. The writing contains two intersecting paths of reading. On the one hand, it focuses on the latest building of the Apple enterprise, which is analyzed through a formal as well as metaphorical comparison with some previous architectural experiences, including both the Stanford academic campus and the Royal Saltworks of Chaux. On the other hand, the paper focuses on the strategies used by Apple Computers in the construction of its competitive image, and passing through a reading of primary data, such as early experiences, products, commercials, and buildings, it analyzes the proper company’s style, that we can define as “Apple Architecture”.

Dr. İbrahim Atakan Kubilay

Apple Corporation is one of the most profitable, and socially influential companies that ever existed. Its products are in homes, businesses and entertainment venues. It constantly brings out new high-tech tools to the consumer electronics market, the most recent one being the Apple Watch. The creation of this company is more humble, and is the result of a conjuncture of various factors that have converged to create a unique environment. It all started with a group of amateur electronics enthusiasts. Smart individuals, an engineering-oriented social environment, business angels willing to invest in a new start-up company, and the developments in technology appearing at the right time and place have all contributed to this creation. It took engineering knowledge, visionary management and a business outlook to succeed. Individual entrepreneurs and developing countries carefully study the reasons behind the success and influence of Apple, so that they could recreate the conditions for imitating similar successes for themselves and their countries. Especially universities are encouraged to launch start-up companies and dive into the commercial world. Techno-parks are built to imitate the achievements of garage founded companies such as Apple. In this study, the perceived and deducted reasons for Apple’s success are examined using an opinion survey, and accounts of the founders are examined and conclusions are made based on this information. The results show that the perceived and true reasons for Apple’s success may be very different and that a legendary image of the company with an ardent fan base may obscure the true reasons behind its success.

NZ Collection

Samuel Roscoe

Tanvir Apon

Interactions

Elizabeth Dykstra-Erickson

Journal of the International Academy for Case Studies

TODD A FINKLE

The Apple Computer Company is arguably one of the most innovative technology companies to emerge in the last three decades. Apple, Inc. is responsible for bringing to market such products as the Macintosh desktop and the portable computer, iPod and iTunes, and most recently, the iPhone. The success of the company can be traced to the ingenuity of their founder and CEO, Steven Jobs. His philosophy has always been to create products that consumers find easy to use and integrate innovative technology. Throughout Apple’s history it has accomplished these goals. However, with a growing line of products, a competitive market landscape, and an unpredictable technology life cycle curve, the company faces challenges as to the direction of its product lines. The case gives an overview of a tool that is used to analyze a company’s product line portfolio and applies it to Apple, Inc.’s array of products. Questions for discussion are provided to enable students to use critical thinking skills in applying the case material.

CLOG #2: Apple

Koldo Lus Arana

For all its promise of unlimited connetivity, Apple´s design seems to leave almost everything out. Apple has built a style on impenetrability, providing us with sleek, polished technological gizmos that are not only a product of design, but a symbol of designed obsolescence. Looking like an alien mothership hanging gently in the middle of Arcadia, the new Cupertino campus speaks of a dream of ascetic-aesthetic plenitude that goes back to modern utopianism.

Maartje van Huijstee

Loading Preview

Sorry, preview is currently unavailable. You can download the paper by clicking the button above.

RELATED PAPERS

Esra Bici Nasır

Hemerson M Ramos

Heather McVetty

Scot King , Bruce Holman , Marilyn Gates

Creativity and Innovation Management

Karin Beukel

Johnna Montgomerie

Kristin Rowles

Annals of Business Administrative Science

Tohru Yoshioka-Kobayashi

Sofia Agrell

Personal Computing Industry Center

Greg Linden

Chrystala Psathiti

Accounting Forum

William Lazonick

Hartmut Esslinger

Journal of International Business and Management

Usman Ali Khan

Design Issues

Adam Kallish

Communications of the Association for Information Systems

Jack Buffington

SpringerBriefs in Applied Sciences and Technology

Ilaria Tosoni

International Journal of Case Studies in Business, IT and Education (IJCSBE)

Srinivas Publication

Richard Tabor Greene

Design Management Review

Bettina von Stamm

Long Range Planning

Davide Ravasi

•   We're Hiring!
•   Help Center
• Find new research papers in:
• Health Sciences
• Earth Sciences
• Cognitive Science
• Mathematics
• Computer Science
• Academia ©2024

Apple Case Study: Supply Chain, Design Thinking, & More

Do you know that Apple earns nearly one hundred thousand dollars per minute? This information may not be surprising because Apple is the world’s most valuable company. However, there are numerous challenges the corporation has faced on its way to success. You can learn many business lessons by doing the Apple case study, and we are here to help!

• 🍏 Apple Inc Facts
• 👍 Apple Case Study – Best Ideas
• 📝 Supply Chain
• 🍀 Sustainability
• 👩 Human Resource Management
• 🎨 Design Thinking and Innovation
• 💻 Crisis Management

🔗References

🍏 6 fun facts about apple inc.

• There has been a mystery surrounding the brand’s name. However, the word ‘Apple’ simply came from the founder, Steve Jobs’ favorite fruit.
• Originally Apple had three co-founders: Steve Jobs, Steve Wozniak, and Ronald Wayne. Ronald Wayne left the company only 12 days after its foundation.
• Apple employs more than 154,000 people, which could be a good-sized town population! Millions more people make money from selling Apple products in local shops.
• Apple’s first company logo was a drawing of the father of physics, Isaac Newton.
• The creator of the iPod, Tony Fadel, initially offered the device to Real Networks and Philips, but they turned it down.
• Apple created the digital color camera. The Apple QuickTake was introduced in 1994 and was one of the first consumer digital cameras.

👍 Best Ideas for an Apple Case Study

Numerous internal and external factors influence Apple company’s financial performance. When doing the Apple case study, choose the sphere that interests you the most and think of what can be improved. Here’s a list of topics that may pique your curiosity:

• The history of Apple company.
• Corporate values of Apple.
• Key Apple’s products and services.
• Importance of technology and innovation in Apple.
• Apple’s corporate identity.
• Apple’s online presence and e-marketing.
• Apple’s supply chain.
• Labor practices in Apple.
• Apple’s executive management.
• Apple’s strategic management.
• The role of Apple’s board of directors.
• Apple’s privacy policy.
• Marketing strategies in Apple.
• Apple’s financial figures over the years.
• Apple’s eco-initiatives.
• Criticism of Apple.
• Apple’s customer support.
• HR strategy in Apple.
• Apple’s crisis management strategy.
• Apple’s primary competitors.

📝 Apple Supply Chain Case

• How does Apple organize its supply chain operations? Apple buys components and materials from various suppliers worldwide. Then the company gets them shipped to the assembling plant in China. From there, products go directly to retail stores and consumers who buy online.
• Main advantages of Apple’s inventory management Apple’s strategy is to keep as little inventory on hand as possible. The company can’t afford to keep too many products in stock because a sudden move from a competitor or an innovation can dramatically decrease the value of products in inventory.
• Apple’s use of multiple suppliers Apple has an extensive network of suppliers in its supply chain in 31 countries worldwide. It allows the company to successfully mitigate disruptions or delays and process large volumes of pre-orders.
• What can other businesses learn from Apple’s supply chain strategy? The main advantage of Apple’s supply chain is the multiple suppliers strategy. Businesses should be encouraged to use alternative suppliers to reduce single-supplier risks and improve financial performance.

🍀 Sustainability of Apple

• Apple lowers the use of carbon materials Since the creation of the iPhone in 2007, the company has sold over 1.5 billion units. To make the iPhone design more energy-efficient, the company developed an innovation. They created “Dave,” a recycling robot that recovers rare materials such as earth magnets from old phones.
• Apple’s use of renewable energy Moving to renewable energy is a crucial component of Apple’s green policies. Apple’s headquarters in California is 100% powered by solar panels. It contributes to a positive effect on pollution globally and locally.
• Apple is innovative in its materials Apple works closely with two aluminum suppliers to develop the first carbon-free aluminum process. They have already forged highly low-carbon aluminum used for parts and components in MacBook Pro.
• Apple reduces the use of conflict materials A common source of “conflict minerals” is the Democratic Republic of Congo, an area with ongoing human rights violations. Apple has ceased relationships with mineral providers that fail to be certified as ethical and conflict-free.

👩 Apple’s Human Resource Management

• Apple’s human resources strategies The HR specialists of Apple always seem to hire diverse, independent, and talented employees. Most of the employees are provided with training once they join the company. Apple encourages workers to build self-reliance and practical skills to ensure they are mentally ready to jump from one big project to another.
• Apple’s cultural values and employees’ growth Apple is one of the biggest job creators in the US, providing positions for designers, marketers, hardware and software engineers, scientists, etc. Apple offers considerable opportunities to its employees to climb the career ladder and develop free-thinking and creativity.
• Employees’ rewarding system in Apple Apple runs Apple Fellow Program to recognize employees’ significant contributions to the company. Those employees are rewarded and later on designated as team leaders. The company also provides competitive wages, monthly benefits, and periodical grants that serve as a reward to the best employees.

🎨 Design Thinking and Innovation at Apple

• Apple adopting design thinking Design thinking is a human-oriented approach to innovation that Apple applies. This principle is used to achieve innovation considering the consumer at all the development stages. Apple adopts design thinking by considering the form and function of its products.
• Apple’s user-friendly products When it comes to understandability, Apple successfully integrated it into its products. Apple designs products that are easy to use so that new users rarely consult manuals or guides. Apple highlights that they build user-friendly products rather than complex, hard-to-use ones.
• The simplicity behind Apple’s products One of defining characteristics of Apple’s design is simplicity. The company designs its products to look clean, simple, and straightforward. At the same time, Apple products are instantly recognizable at first glance and have now become status symbols.
• Apple designs for the future When it comes to design, Apple is a pioneer. The company’s design team start working on a new design two years beforehand. So, when Apple introduces a new, cutting-edge design, competitors will not have a chance to copy it.

💻 Apple Crisis Management Case Study

• FBI asked Apple for unlimited access to any iPhone user in 2015 After the tragic San Bernardino terrorist attack in 2015, the US government demanded Apple release a new iOS, which would give them access to users’ private information. Apple refused this demand by writing a public letter. In this letter, the company highlighted that they always put the customer first.
• Apple’s supply chain crisis in 2021 At the beginning of October, most of China shuts down for the Golden Week holidays. Phone and iPad assembly was halted for several days due to supply chain constraints and restrictions on the use of power. Consequently, Apple was forced to scale back its total production goal for 2021. This crisis illustrates how external factors can influence even tech giants like Apple.
• Apple’s plan to get through the COVID-19 crisis At the beginning of the pandemic, CEO Tim Cook stressed the company’s plan to keep its eyes on the road and its hands on the wheel. The goal was to keep investing in developing future products and services no matter what. For example, Apple has been working on how an Apple Watch can provide any warning of Covid-infections.
• Operations and Supply Chain
• The Case for Making Multiple Suppliers Part of Your Supply Chain Strategy
• Environment – Apple – apple
• Apple’s Supply Chain: The 9 Major Companies
• Apple and Amazon further climate commitments as sustainability race heats up

Ford Pinto Case Study & Other Analysis Ideas

Mcdonald’s supply chain issues – a case study on supply and demand analysis.

All Courses

• Free Courses
• Career Guide
• PGP in Data Science and Business Analytics
• PGP in Data Science and Engineering (Data Science Specialization)
• PGP in Data Science and Engineering (Bootcamp)
• Master of Data Science (Global) – Deakin University
• MIT Data Science and Machine Learning Course Online
• Master’s (MS) in Data Science Online Degree Programme
• MTech in Data Science & Machine Learning by PES University
• Data Analytics Essentials by UT Austin
• Data Science & Business Analytics Program by McCombs School of Business
• MTech In Big Data Analytics by SRM
• M.Tech in Big Data Analytics by SRM University
• PG in AI & Machine Learning Course
• AI for Leaders & Managers (PG Certificate Course)
• Artificial Intelligence Course for School Students
• IIIT Delhi: PG Diploma in Artificial Intelligence
• Machine Learning PG Program
• MIT No-Code AI and Machine Learning Course
• Study Abroad: Masters Programs
• MS in Information Science: Machine Learning From University of Arizon
• SRM M Tech in AI and ML for Working Professionals Program
• UT Austin Artificial Intelligence (AI) for Leaders & Managers
• UT Austin Artificial Intelligence and Machine Learning Program Online
• MS in Machine Learning
• Popular Courses
• Online MCA Degree Course by JAIN (Deemed-to-be University)
• Cybersecurity PG Course
• Online Post Graduate Executive Management Program
• Product Management Course Online in India
• NUS Future Leadership Program for Business Managers and Leaders
• PES Executive MBA Degree Program for Working Professionals
• MBA in Digital Marketing or Data Science by JAIN (Deemed-to-be University)
• Post Graduate Diploma in Management (Online) by Great Lakes
• Online MBA Programs
• Cloud Computing PG Program by Great Lakes
• University Programs
• Stanford Design Thinking Course Online
• Design Thinking : From Insights to Viability
• PGP In Strategic Digital Marketing
• Post Graduate Diploma in Management
• Master of Business Administration Degree Program
• Master of Business Administration- Shiva Nadar University
• MS in Business Analytics in USA
• MS in Machine Learning in USA
• Study MBA in Germany at FOM University
• M.Sc in Big Data & Business Analytics in Germany

Study MBA in USA at Walsh College

• MS Data Analytics
• MS Artificial Intelligence and Machine Learning
• MS in Data Analytics
• Master of Business Administration (MBA)
• MS in Information Science: Machine Learning
• MS in Machine Learning Online
• MS in Computer Science
• MS in Computer Science and MS in Data Analytics
• MIT Data Science Program
• AI For Leaders Course
• Data Science and Business Analytics Course
• Cyber Security Course
• PG Program Online Artificial Intelligence Machine Learning
• PG Program Online Cloud Computing Course
• Data Analytics Essentials Online Course
• MIT Programa Ciencia De Dados Machine Learning
• MIT Programa Ciencia De Datos Aprendizaje Automatico
• Program PG Ciencia Datos Analitica Empresarial Curso Online
• Mit Programa Ciencia De Datos Aprendizaje Automatico
• Online Data Science Business Analytics Course
• Online Ai Machine Learning Course
• Online Full Stack Software Development Course
• Online Cloud Computing Course
• Cybersecurity Course Online
• Online Data Analytics Essentials Course
• Ai for Business Leaders Course
• Mit Data Science Program
• No Code Artificial Intelligence Machine Learning Program
• MS Information Science Machine Learning University Arizona
• Wharton Online Advanced Digital Marketing Program

Benefits of Design Thinking 

How apple successfully leveraged design thinking.

• Apple - Think Different

Design thinking is Apple’s Success Mantra

Apple, which is an American technology company that is headquartered in Cupertino, California is a brand name that most of us know about. It designs, develops, and sells electronic products, online services, and computer software. Their hardware products include the iPhone, iPad, Mac Personal Computer, Apple watch, and more. Apple is a well-known brand, but how did it become successful? The answer to this questions is Design Thinking.

All the top brands such as Google, Apple, Airbnb, and Adidas are using design thinking concepts as part of their process. Through the course of this blog, we’ll try to explain how Apple has successfully leveraged the benefits of Design Thinking.

Also Read: How Design Thinking has Revolutionised Five Prominent Industries

Since design thinking is an empathy-driven process as opposed to problem identification, it is thought of as a solution-driven approach. This has made it a favorite among most business leaders. Let us take a look at the importance of design thinking. 

• Helps in effectively meeting client requirements

Since prototyping is a part of design thinking, it goes through several rounds of testing and feedback. This means there is assured quality, and the customer is likely to be satisfied with the results. 

• Helps in tackling creative challenges

Here, we are looking at problems through a fresh perspective. Looking at the problem at hand differently, and brainstorming various solutions allows the company to use a creative approach. Through design thinking, we can gain feedback from the clients and create a valuable product or service.

• Expands your knowledge

The entire process goes through multiple stages and does not stop when the deliverables are met. By doing so, you can gain feedback and improve your understanding of the clients. You will gain knowledge about which tools to use, how to close gaps, and more. 

When you think of Steve Jobs, you instantly think about Apple’s user experience, and how well thought out it is. He focused on crafting the best quality products and services while focusing on simplicity of design and user-friendliness of their products. Design thinking enabled Apple to reach the greatest heights in the market, and take over the world of technology in all aspects; be it usability, design or User Interface. 

When Apple launched the iPhone in 2007, it instantly became every user’s favorite. The reason for its popularity and market dominance would be how thoughtfully it was planned. The whole experience was different when compared to the other phones in the market at that period. 

“Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think the design is. It’s not just what it looks like and feels like. Design is how it works.” — Steve Jobs

Steve Jobs returned to Apple in 1997, and he changed the vision of Apple by applying design thinking principles. The same strategy is being practiced by the brand even today. Although Jobs isn’t with us today, he has founded one of the most successful companies and is currently valued at close to $2 trillion as of August 2020.

The main reason for Apple being as successful as it is today is the fact that they were able to act on the opportunities in the market in the best possible way. Some of the key factors that were kept in mind were as follows-

• Keeping their customer’s needs above their own
• Minimal product designs that customers can use easily 
• Status Symbol- Apple became a luxury for many
• Focus on the working of the product without any compromise in their product design and packaging 
• Focus and simplicity 

An example to prove the above features is the iMac. It has excellent sound design, great quality of the display, and is easy to use. It is design thinking that helped the brand reach the great heights they have today. But what made Apple different? 

Apple – Think Different

The advertising slogan Think Different was used by Apple from 1997-2002, and it perfectly describes the design thinking approach. Here’s how Apple was unique when compared to its competitors.

• Well designed products through innovation

As Steve Jobs once said, it’s not just about how it looks but also how it works. Along with a well functioning product, Apple also focuses on beautiful products through innovation and development. Their products tend to create a statement and are bold, and trendy.

• Excellent execution

The quality of the product was focused on while coming up with the designs. The new product lines were shut down so that the focus could be centered around three main products. Thus, there has always been an excellent execution.

• Customer experience

One of the main things Apple focuses on is its customer experience. It ensures that all their customers are satisfied with the product and have an unforgettable customer experience. From product designs to stores, everything is focused on design thinking principles.

• Hiring the right people

Be it the salespeople, the design teams, or the engineers, Apple always focused on finding the right personalities that consumers would deeply connect with. Apple has created its products in a way that they can be seen as expensive, but also unique. The right people made owning Apple products feel more special.

• Feedback from customers

Since customer experience is a huge part of Apple’s mantra, they have integrated it into the design and development stages as well, with the help of testing and feedback processes. Usability testing and improvement have become an integral part of the product development process.

• Product strategy

Apple has organized its products into a product family in such a way that there is product dependability. AirPods were connected to the iPhone, and an iPhone is connected to the Apple Watch. This creates a hype as soon as the product is launched, thus connecting the dots backward. 

Apple shows us a clear lesson on how design thinking and innovation can lead a company to reach greater heights. Apple has secured the leading position in the competitive market today, and have placed their customers at the heart of the process.

Design thinking engages the company to think critically and out of the box. Instead of just taking a problem and using machines to solve it, it allows companies to come up with different solutions and approaches. 

If you are looking to upskill and would like to learn more about design thinking, take up an online design thinking course that will help you understand all the essential design thinking frameworks required for you to build a successful career in the field. Upskill today and power ahead your career.

Looking to upskill or explore a new field without breaking the bank? Our free online courses are the perfect solution. Dive into the exciting realms of Cybersecurity, Management, Cloud Computing, IT, and Software, Artificial intelligence and acquire the knowledge that can set you apart. Whether you’re a tech enthusiast, an aspiring entrepreneur, or simply curious about the digital landscape, our courses offer a flexible and accessible learning method.

Top Free Courses

What is Production Management? Career, Functions, Examples and More

Introduction to Financial Management – A Complete Guide

Understanding Henri Fayol’s 14 Principles of Management

Top 6 Career Options after MBA in Business Analytics in 2024

Scope of MBA in HR in 2024: Top Job Roles, Skills & Opportunities

Latest Technologies in Computer Science in 2024

Leave a comment cancel reply.

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Recommended MBA Courses

Online Post Graduate Diploma in Management

Launch your career with a PGDM, an MBA equivalent for working pros. 24 months of live online classes, AICTE approved, with career support.

Advance your career with Walsh College's hybrid MBA—no GRE/GMAT required. Benefit from online and in-person learning, a 3-year STEM OPT visa, and a 95% placement rate.

Introducing Apple’s On-Device and Server Foundation Models

At the 2024 Worldwide Developers Conference , we introduced Apple Intelligence, a personal intelligence system integrated deeply into iOS 18, iPadOS 18, and macOS Sequoia.

Apple Intelligence is comprised of multiple highly-capable generative models that are specialized for our users’ everyday tasks, and can adapt on the fly for their current activity. The foundation models built into Apple Intelligence have been fine-tuned for user experiences such as writing and refining text, prioritizing and summarizing notifications, creating playful images for conversations with family and friends, and taking in-app actions to simplify interactions across apps.

In the following overview, we will detail how two of these models — a ~3 billion parameter on-device language model, and a larger server-based language model available with Private Cloud Compute and running on Apple silicon servers — have been built and adapted to perform specialized tasks efficiently, accurately, and responsibly. These two foundation models are part of a larger family of generative models created by Apple to support users and developers; this includes a coding model to build intelligence into Xcode, as well as a diffusion model to help users express themselves visually, for example, in the Messages app. We look forward to sharing more information soon on this broader set of models.

Our Focus on Responsible AI Development

Apple Intelligence is designed with our core values at every step and built on a foundation of groundbreaking privacy innovations.

Additionally, we have created a set of Responsible AI principles to guide how we develop AI tools, as well as the models that underpin them:

• Empower users with intelligent tools : We identify areas where AI can be used responsibly to create tools for addressing specific user needs. We respect how our users choose to use these tools to accomplish their goals.
• Represent our users : We build deeply personal products with the goal of representing users around the globe authentically. We work continuously to avoid perpetuating stereotypes and systemic biases across our AI tools and models.
• Design with care : We take precautions at every stage of our process, including design, model training, feature development, and quality evaluation to identify how our AI tools may be misused or lead to potential harm. We will continuously and proactively improve our AI tools with the help of user feedback.
• Protect privacy : We protect our users' privacy with powerful on-device processing and groundbreaking infrastructure like Private Cloud Compute. We do not use our users' private personal data or user interactions when training our foundation models.

These principles are reflected throughout the architecture that enables Apple Intelligence, connects features and tools with specialized models, and scans inputs and outputs to provide each feature with the information needed to function responsibly.

In the remainder of this overview, we provide details on decisions such as: how we develop models that are highly capable, fast, and power-efficient; how we approach training these models; how our adapters are fine-tuned for specific user needs; and how we evaluate model performance for both helpfulness and unintended harm.

Pre-Training

Our foundation models are trained on Apple's AXLearn framework , an open-source project we released in 2023. It builds on top of JAX and XLA, and allows us to train the models with high efficiency and scalability on various training hardware and cloud platforms, including TPUs and both cloud and on-premise GPUs. We used a combination of data parallelism, tensor parallelism, sequence parallelism, and Fully Sharded Data Parallel (FSDP) to scale training along multiple dimensions such as data, model, and sequence length.

We train our foundation models on licensed data, including data selected to enhance specific features, as well as publicly available data collected by our web-crawler, AppleBot. Web publishers have the option to opt out of the use of their web content for Apple Intelligence training with a data usage control.

We never use our users’ private personal data or user interactions when training our foundation models, and we apply filters to remove personally identifiable information like social security and credit card numbers that are publicly available on the Internet. We also filter profanity and other low-quality content to prevent its inclusion in the training corpus. In addition to filtering, we perform data extraction, deduplication, and the application of a model-based classifier to identify high quality documents.

Post-Training

We find that data quality is essential to model success, so we utilize a hybrid data strategy in our training pipeline, incorporating both human-annotated and synthetic data, and conduct thorough data curation and filtering procedures. We have developed two novel algorithms in post-training: (1) a rejection sampling fine-tuning algorithm with teacher committee, and (2) a reinforcement learning from human feedback (RLHF) algorithm with mirror descent policy optimization and a leave-one-out advantage estimator. We find that these two algorithms lead to significant improvement in the model’s instruction-following quality.

Optimization

In addition to ensuring our generative models are highly capable, we have used a range of innovative techniques to optimize them on-device and on our private cloud for speed and efficiency. We have applied an extensive set of optimizations for both first token and extended token inference performance.

Both the on-device and server models use grouped-query-attention. We use shared input and output vocab embedding tables to reduce memory requirements and inference cost. These shared embedding tensors are mapped without duplications. The on-device model uses a vocab size of 49K, while the server model uses a vocab size of 100K, which includes additional language and technical tokens.

For on-device inference, we use low-bit palletization, a critical optimization technique that achieves the necessary memory, power, and performance requirements. To maintain model quality, we developed a new framework using LoRA adapters that incorporates a mixed 2-bit and 4-bit configuration strategy — averaging 3.5 bits-per-weight — to achieve the same accuracy as the uncompressed models.

Additionally, we use an interactive model latency and power analysis tool, Talaria , to better guide the bit rate selection for each operation. We also utilize activation quantization and embedding quantization, and have developed an approach to enable efficient Key-Value (KV) cache update on our neural engines.

With this set of optimizations, on iPhone 15 Pro we are able to reach time-to-first-token latency of about 0.6 millisecond per prompt token, and a generation rate of 30 tokens per second. Notably, this performance is attained before employing token speculation techniques, from which we see further enhancement on the token generation rate.

Model Adaptation

Our foundation models are fine-tuned for users’ everyday activities, and can dynamically specialize themselves on-the-fly for the task at hand. We utilize adapters, small neural network modules that can be plugged into various layers of the pre-trained model, to fine-tune our models for specific tasks. For our models we adapt the attention matrices, the attention projection matrix, and the fully connected layers in the point-wise feedforward networks for a suitable set of the decoding layers of the transformer architecture.

By fine-tuning only the adapter layers, the original parameters of the base pre-trained model remain unchanged, preserving the general knowledge of the model while tailoring the adapter layers to support specific tasks.

We represent the values of the adapter parameters using 16 bits, and for the ~3 billion parameter on-device model, the parameters for a rank 16 adapter typically require 10s of megabytes. The adapter models can be dynamically loaded, temporarily cached in memory, and swapped — giving our foundation model the ability to specialize itself on the fly for the task at hand while efficiently managing memory and guaranteeing the operating system's responsiveness.

To facilitate the training of the adapters, we created an efficient infrastructure that allows us to rapidly retrain, test, and deploy adapters when either the base model or the training data gets updated. The adapter parameters are initialized using the accuracy-recovery adapter introduced in the Optimization section.

Performance and Evaluation

Our focus is on delivering generative models that can enable users to communicate, work, express themselves, and get things done across their Apple products. When benchmarking our models, we focus on human evaluation as we find that these results are highly correlated to user experience in our products. We conducted performance evaluations on both feature-specific adapters and the foundation models.

To illustrate our approach, we look at how we evaluated our adapter for summarization. As product requirements for summaries of emails and notifications differ in subtle but important ways, we fine-tune accuracy-recovery low-rank (LoRA) adapters on top of the palletized model to meet these specific requirements. Our training data is based on synthetic summaries generated from bigger server models, filtered by a rejection sampling strategy that keeps only the high quality summaries.

To evaluate the product-specific summarization, we use a set of 750 responses carefully sampled for each use case. These evaluation datasets emphasize a diverse set of inputs that our product features are likely to face in production, and include a stratified mixture of single and stacked documents of varying content types and lengths. As product features, it was important to evaluate performance against datasets that are representative of real use cases. We find that our models with adapters generate better summaries than a comparable model.

As part of responsible development, we identified and evaluated specific risks inherent to summarization. For example, summaries occasionally remove important nuance or other details in ways that are undesirable. However, we found that the summarization adapter did not amplify sensitive content in over 99% of targeted adversarial examples. We continue to adversarially probe to identify unknown harms and expand our evaluations to help guide further improvements.

In addition to evaluating feature specific performance powered by foundation models and adapters, we evaluate both the on-device and server-based models’ general capabilities. We utilize a comprehensive evaluation set of real-world prompts to test the general model capabilities. These prompts are diverse across different difficulty levels and cover major categories such as brainstorming, classification, closed question answering, coding, extraction, mathematical reasoning, open question answering, rewriting, safety, summarization, and writing.

We compare our models with both open-source models (Phi-3, Gemma, Mistral, DBRX) and commercial models of comparable size (GPT-3.5-Turbo, GPT-4-Turbo) 1 . We find that our models are preferred by human graders over most comparable competitor models. On this benchmark, our on-device model, with ~3B parameters, outperforms larger models including Phi-3-mini, Mistral-7B, and Gemma-7B. Our server model compares favorably to DBRX-Instruct, Mixtral-8x22B, and GPT-3.5-Turbo while being highly efficient.

We use a set of diverse adversarial prompts to test the model performance on harmful content, sensitive topics, and factuality. We measure the violation rates of each model as evaluated by human graders on this evaluation set, with a lower number being desirable. Both the on-device and server models are robust when faced with adversarial prompts, achieving violation rates lower than open-source and commercial models.

Our models are preferred by human graders as safe and helpful over competitor models for these prompts. However, considering the broad capabilities of large language models, we understand the limitation of our safety benchmark. We are actively conducting both manual and automatic red-teaming with internal and external teams to continue evaluating our models' safety.

To further evaluate our models, we use the Instruction-Following Eval (IFEval) benchmark to compare their instruction-following capabilities with models of comparable size. The results suggest that both our on-device and server model follow detailed instructions better than the open-source and commercial models of comparable size.

We evaluate our models’ writing ability on our internal summarization and composition benchmarks, consisting of a variety of writing instructions. These results do not refer to our feature-specific adapter for summarization (seen in Figure 3 ), nor do we have an adapter focused on composition.

The Apple foundation models and adapters introduced at WWDC24 underlie Apple Intelligence, the new personal intelligence system that is integrated deeply into iPhone, iPad, and Mac, and enables powerful capabilities across language, images, actions, and personal context. Our models have been created with the purpose of helping users do everyday activities across their Apple products, and developed responsibly at every stage and guided by Apple’s core values. We look forward to sharing more information soon on our broader family of generative models, including language, diffusion, and coding models.

[1] We compared against the following model versions: gpt-3.5-turbo-0125, gpt-4-0125-preview, Phi-3-mini-4k-instruct, Mistral-7B-Instruct-v0.2, Mixtral-8x22B-Instruct-v0.1, Gemma-1.1-2B, and Gemma-1.1-7B. The open-source and Apple models are evaluated in bfloat16 precision.

Related readings and updates.

Advancing speech accessibility with personal voice.

A voice replicator is a powerful tool for people at risk of losing their ability to speak, including those with a recent diagnosis of amyotrophic lateral sclerosis (ALS) or other conditions that can progressively impact speaking ability. First introduced in May 2023 and made available on iOS 17 in September 2023, Personal Voice is a tool that creates a synthesized voice for such users to speak in FaceTime, phone calls, assistive communication apps, and in-person conversations.

Apple Natural Language Understanding Workshop 2023

Earlier this year, Apple hosted the Natural Language Understanding workshop. This two-day hybrid event brought together Apple and members of the academic research community for talks and discussions on the state of the art in natural language understanding.

In this post, we share highlights from workshop discussions and recordings of select workshop talks.

Discover opportunities in Machine Learning.

Our research in machine learning breaks new ground every day.

Work with us