Steve Jobs: Apple Doesn’t Do Market Research

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Estimated reading time: 1 minute, 27 seconds

steve jobs apple Most companies turn to outside consultants, focus groups and media relations firms to try to understand their market.

Apple creates products like a monarchy, with all big decisions flowing down from Emperor Steve.

Here is a quote from Steve Jobs saying that Apple doesn’t do market research from a post arguing why no one innovates like Apple.

“We do no market research. We don’t hire consultants. The only consultants I’ve ever hired in my 10 years is one firm to analyze Gateway’s retail strategy so I would not make some of the same mistakes they made [when launching Apple’s retail stores]. But we never hire consultants, per se. We just want to make great products.”

Mr. Jobs elaborates the Apple design design philosophy from Fortune.

“It’s not about pop culture, and it’s not about fooling people, and it’s not about convincing people that they want something they don’t. We figure out what we want. And I think we’re pretty good at having the right discipline to think through whether a lot of other people are going to want it, too. That’s what we get paid to do.”

Jonathan Ive, Apple product design VP, explains how Apple’s primary goal is not to make money, but to make great products that people will love.

“Apple’s goal isn’t to make money. Our goal is to design and develop and bring to market good products… We trust as a consequence of that, people will like them, and as another consequence we’ll make some money. But we’re really clear about what our goals are.”

Apple has a very clear vision: Make the very best products that people will love to use, business will follow.

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21 Responses to “Steve Jobs: Apple Doesn’t Do Market Research”

  1. babafisa Says:

    Thank you very much for that dazzling insight into the CEO of Apple in this article about the king of design.

  2. npoet Says:

    Good article about Apple Computer not needing to analyze other tech companies marketing plans.

  3. SMO Says:

    I agree, Steve Jobs is the oracle of marketing and has a 6th sense about product success.

  4. Francher Romanski Says:

    I hate apple and hate steve jobs, what’s the big deal?

  5. Marisa Hagenbuch Says:

    I’d like to make up a playlist from an additional site then, place it on my myspace page. Would I get my account deleted?

  6. Schlesener Says:

    Excellent commentary on the apple product research process. I wish they had an internet affiliate program.

  7. Katharine Mabus Says:

    Make an impression on! Thank you! I always required to create in my website something like that. Can I take element of your post to my web site?

  8. Kunzelman Says:

    Intriguing web page. My co-workers and I have been just discussing this phenomenon of apple design the other evening.

  9. Maisha Anecelle Says:

    Great apple product webpage, hold up the new ipad.

  10. Pat Barritt Says:

    Excellent performance review, of apple marketing and product development.

  11. Duncan Gentery Says:

    Gives thanks for this to the mighty Steve Jobs – long live the ianything.

  12. Karth Says:

    I observed that Apple spends more money on design than any other firm, including Google. Steve Jobs is good for shareholders.

  13. kumarasureya Says:

    Nice blog post about the Apple cash machine and Steve Jobs the overlord.

  14. The Steve Jobs way | Budi Putra Says:

    […] but I think, one for sure: Steve Jobs has his own logic behind his innovations. There are some quotes from Steve Jobs about this, including: “We do no market research. We don’t hire […]

  15. amiento Says:

    Search engine skips the duplicate content site copying and disregards them. No one can copy this CEO.

  16. Jim Campbell Says:

    If Henry Ford had hired outside consultants they would’ve advised him to build faster horses!!

  17. CVOS Says:

    @Jim definitely true, great analogy.

  18. DEREK Says:

    Hey thanks! Really great article, really enjoyed it!

  19. Raleigh Mimb Says:

    Whatever his flaws, Steve Jobs was an ispiring man. May he rest in peace

  20. TechAxcess » Top Ten Ways Steve Jobs Made Apple What it is Today Says:

    […] (The Apple Cube, for example). Sometimes a product wasn’t as great as he thought it was. The lack of market research meant sometimes Apple would make an occasionally unpopular, misinformed decision that could hurt […]

  21. Are Business Plans a waste of time ? - Perchingtree Solutions Inc Says:

    […] Most of the prolific entrepreneurs never wrote a business plan. As an example Steve Jobs has famously said that ” Apple does not do Market Research”.Apple Computer Refuses to Use Market Research While Designing Their Products. […]

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