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.
Read more at Bokardo.
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August 3rd, 2009 at 5:56 am
Thank you very much for that dazzling insight into the CEO of Apple in this article about the king of design.
August 9th, 2009 at 1:38 am
Good article about Apple Computer not needing to analyze other tech companies marketing plans.
August 13th, 2009 at 9:50 am
I agree, Steve Jobs is the oracle of marketing and has a 6th sense about product success.
April 24th, 2010 at 11:33 pm
I hate apple and hate steve jobs, what’s the big deal?
April 24th, 2010 at 11:55 pm
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?
April 25th, 2010 at 12:47 am
Excellent commentary on the apple product research process. I wish they had an internet affiliate program.
April 25th, 2010 at 2:03 am
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?
April 25th, 2010 at 3:27 am
Intriguing web page. My co-workers and I have been just discussing this phenomenon of apple design the other evening.
April 25th, 2010 at 4:11 am
Great apple product webpage, hold up the new ipad.
April 25th, 2010 at 5:45 am
Excellent performance review, of apple marketing and product development.
April 25th, 2010 at 6:35 am
Gives thanks for this to the mighty Steve Jobs – long live the ianything.
April 25th, 2010 at 8:19 am
I observed that Apple spends more money on design than any other firm, including Google. Steve Jobs is good for shareholders.
June 15th, 2010 at 8:50 pm
Nice blog post about the Apple cash machine and Steve Jobs the overlord.
October 13th, 2010 at 8:11 pm
[...] 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 [...]
January 7th, 2011 at 4:09 am
Search engine skips the duplicate content site copying Apple.com and disregards them. No one can copy this CEO.
April 20th, 2011 at 4:35 pm
If Henry Ford had hired outside consultants they would’ve advised him to build faster horses!!
April 21st, 2011 at 11:45 am
@Jim definitely true, great analogy.
September 24th, 2011 at 10:09 am
Hey thanks! Really great article, really enjoyed it!
October 10th, 2011 at 1:35 pm
Whatever his flaws, Steve Jobs was an ispiring man. May he rest in peace
October 12th, 2011 at 8:25 am
[...] (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 [...]