Apple; a true game changer
After the sensational launch of e-volve, intelligent artwork automation, I’ve been reflecting on other game changers who have pioneered change within their industries and asking what we can learn from their experiences.
The introduction of a truly game-changing product or service will have a huge impact on its industry.
Some companies make disruption their aim, with step-change technology and marketing marrying to produce mind-blowing product launches that take the world by storm. Apple is such a company. Back in 1984, Apple launched the Mac (Macintosh) with the promise of a something totally new and unlike anything on the market. Painting competitors in the unflattering light of dystopian ‘big brother’ conformity, the ad hinted at a shocking and exciting new game changing product. The ad caused a sensation. (click here to view it!)
Photo credit: Alumni.berkeley.edu
Apple continued to blow people away by constantly challenging norms. In 1998 the iMac launched and no one had seen a computer like it before, it was colourful, transparent and curvy and consumers loved it. Mac users were evangelical and loyal and Apple became a lifestyle brand in a way never achieved by another computer company. To appeal to these loyal original consumers whilst trying to convert others, Apple ran it’s ‘Think Different’ campaign which flattered the loyal as well as appealing across generations.
The Mac OS became the foundation for a transformation not so much of the desktop computer industry as anticipated in the 80s, but of the music business, the mobile phone industry, tablet computers, the app market, the gadget scene, and even the brick-and-mortar world.Marylene Delbourg-Delphis, Fast Company
Competitors who ignore the threat of Apple’s seamless holistic consumer experience can be found littering their wake. Even established and highly profitable companies such as Nokia which at one time had its Symbian operating system working on over 60% of the world’s mobile phones. Early attempts to launch a smartphone had failed to deliver the level of productivity needed and even after the advent of 3G, bandwidth, affordability and ease of use were not brought together in a consumer friendly device.
The launch of the iPhone in 2007 radically reinvented cell phones, personal digital assistants, digital cameras, and several other disparate products in one remarkable leap.
Nokia chose to ignore Apple and failed to understand or acknowledge its new, disruptive technology. Within seven years of iPhone’s launch Nokia was dead having failed to address their own user experience technology in time to respond to the new threat.
When your industry changes overnight the shock can be paralysing. With the current pace of change throughout our society it’s wise to start exploring how to take advantage of these technologies before your competitors do.
The integration of artificial intelligence into the workplace is creating an economic and societal shift that scholars are already comparing to the Industrial Revolution.
At Sun Strategy, our e-volve technology platform is transforming the global sustainable packaging market through the technologically innovative automation of the mechanical artwork processes. E-volve will build business value for our clients and empower our colleagues to develop even greater critical-thinking skills.
About the author
Kevin McAulay - Account Director
Kevin has over 20 years experience in managing print and graphics for multiple global FMCG and retail companies. Kevin has experience working onsite at a number of clients sites including Nestle and Unilever and managing remote teams, with a great understanding of stakeholder engagement across multi disciplines.
What’s your experience? Join the conversation on LinkedIn.
