Design Thinking – Blog 4: The development and process of design at Apple.

This blog may be utterly belated. However, what had inspired me to write it was our visit to the design museum on 12th October 2018. Remembering an exhibit that I have seen where they had a timeline displaying technological advancement and how design was a core element of their progression with time.

The first company to ever reach the one trillion valuation, Apple is a heavily product-orientated organisation which focus on internal innovations to improve their products without taking into consideration the input of consumers. This immensely contradicts the importance of empathy in design and business.  Is this a coincidence or have Apple created demand from high skilled human capital that they obtain and advancement in design?

Well, two can’t deny how revolutionary Apple are in the technology industry and their significance in design development. Known for their simplistic, sleek and modern design along-side marvellous advancement in software development had allowed them to build a reputable household brand name which permitted them to sell their product at a premium price.

The significant transition of Apple products driven by ‘Designed by Apple in California’ has been possible due to multiple factors working harmonically together. What I have found shocking is that the Apple design team is surprisingly miniature in comparison to other large organisations. However, this has proved to be the clinical driver to their triumph. They have created an environment that allows each person to pitch their views whilst everyone else would listen and contribute rather than shaming and ignoring.

Inseparability of design and making, culture of asking questions and testing by constant prototyping and reforming are the core values which had been implemented to ignite Apple’s tremendous excelling in the industry. Distancing themselves from empathy and avoiding asking customers had led them in exploring wider boundaries by limiting outside influences on ‘why such things wouldn’t work’.

Today, seeing how the products of Apple changed dramatically with time tell us a story of momentum and learning. The most valuable lesson I’ve learnt from Apple it that designers should think of the future rather than thinking of what they have already accomplished to see how to be ahead.


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Al Naaman

Hello there, my name is Al Naaman, commonly known as Al. I am an MSc Innovation Management and Entrepreneurship student and here I will be posting my blogs. This is a new experience as I have never written blogs before, I hope you do enjoy. All forms of feedback are welcome :)

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