Apple’s Design Strategy

The world is crazy about Apple. The Group markets its products rather than commodities, but as a vital trend articles. Sensual, beautiful, desirable Harald Jack explains how crafty the company manipulated its clientele.

Simplicity, intuitiveness and enterprise integration to explain the design of Apple is not complete. There are also principles that influence from marketing to product design. Marketing is not just to promote the sale of advertising, the marketing mix includes long products, price, communication and distribution activities. With a design that in all these areas plays a role, a basic problem is solved by corporate and household goods.

For consumers, though there is a positive quality product property for the producer durable goods may however mean that they lead to market saturation. After a certain time, the demand is satisfied, and there is no further need, because every customer is already in possession of a product. Or in other words: if any MP3 players work ten years, the market would be saturated quickly, because no one would have to have a second, and Apple would not write any sales records. The more durable the product, the longer the time to replacement.

Especially in an economic crisis is the long-term use of an economic problem. This saw the New York real estate broker Bernard London, already in 1932. The way out of crisis saw London is to limit the lifespan of products. He therefore proposed a way for scrapping all the goods before, when they have reached a state defined usage time. If they would have to be replaced, would boost the economy and generate more revenue the company. This he described as “Planned Obsolescence”, the planned replacement of products.

Without purchasing new technological need

London’s plan was not implemented, understood the business, however, that the limit shortens the life of a product time-to-replacement cost, thereby increasing sales. They came up with the idea of ​​making the products to a targeted manner so that a component set for a certain period of use and the function would make the product unusable – after which this new would have to be purchased. Not high, but enough quality to be produced – was invented and the disposable commodity.

Now one can hardly accuse Apple of producing poor quality. Often, the first generation iPod from 2001 is still operational. Although the housing can hardly be opened without destroying the unit for repair, and installation of a battery soldered firmly indicates that the lifetime of the device should be limited to the loading cycles. But Apple‘s strategy of product substitution is not functional, but one that focuses on design: aesthetic obsolescence.

Apple does not produce “Made to Break”. It is rather trying to get customers through the design in a broader sense to want to do voluntarily what is new, because he himself feels the previous product obsolete. Strategy is to encourage the customer to non-technical reason for the voluntary replacement. This first concerns the surface properties. Selection of material procurement costs play a minor role. Rather, its function is to be assumed within the Veralterungsstrategie. The glossy surface of glass, plastic or chromed metal reminiscent of valuable, fragile craft.

Free engraving for resale

As a result, the products are often used cautiously, carefully preserved and carefully cleaned (not iPods are rarely put into envelopes, the secondary market offers appropriate accessories). This leads to a sense of value of the object that adds to its value function of a perceived value that justifies the often higher price compared to competing products. In the models, debuts today no product photographs are used more, but long used computer-generated images, in which the product appears perfectly.

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This entry was posted on Friday, October 7th, 2011 at 10:42 pm and is filed under Technology. Tags: apple, design You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.