Tuesday, October 18, 2005

TIME canada: HOW APPLE DOES IT

Conventional wisdom says its strategy is wrong, yet it keeps turning out great products. TIME looks inside the world’s most innovative company

This is partly a story about a company called Apple Computer. It’s also partly a story about a fancy new iPod that plays videos as well as music and that could dramatically change the way people entertain themselves. But it’s mostly a story about new things and where they come from, about which there are a few popular misconceptions.

Stop and look at Apple for a second, since it’s an odd company. It has been around long enough and has a high enough profile that it’s easy to forget that. While most high-tech firms focus on one or two sectors, Apple does all of them at once. Apple makes its own hardware (iBooks and iMacs), it makes the operating system that runs on that hardware (Mac OS X), and it makes programs that run on that operating system (iTunes, iMovie, Safari Web browser, etc.). It also makes the consumer-electronics

devices that connect to all those things (the rapidly multiplying iPod family), and it runs the online service that furnishes content to those devices (iTunes Music Store). If you smooshed together Microsoft, Dell and Sony into one company, you would have something like the diversity of the Apple technological biosphere. (more)

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