Take There Breath by Naveed Asif

8/9/2019 Take There Breath by Naveed Asif.

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The Apple Way

Take Their Breath AwayBY

GROUP # 3

Naveed Asif(9536)

Muhammad Rohail(9535)

Muhammad Uzair Khan(9519)


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Take their breath away This chapter is about design.

Focuses on the processes how a product takes form.

Some computer makers think that design is not a bigissue.

They focus on the stuff inside it, its size its weight andthe price point.


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y The design can be differentiator in the market.

yApples emerged as the source of some of the mostsophisticated industrial designs in the world.

y In 2002, iPod won best of best from Design ZentrumNordrhein Westfalen, Essen, Germany And in thesame year, the iBook also won best of best.

y It helped apple to keep company alive.


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Product should be good lookingy The product should look like a consumer product

friendly attractive and heart touching.

y Go all the way with your aesthete i.e developedappreciation in beauty.

y If you know what customer wants then you must giveit.


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From Naked to NormativeyApples first product, the Apple I, was actually sold

without a case.

y Steve jobs already had developed strong ideas abouthow this new machine should present itself to theworld

yAmong his relatively few personal possessions wereseveral boxes made out of an exotic light-colored woodcases for the Apple I.


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y Jobs felt strongly that the appearance of the computerplayed a key role in how the customer would think

about, and therefore use, the computer.


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The Jobs Aestheticy Jobs knew what perfection looked like.

y He had no training whatsoever in art, architecture, orindustrial design.

y In Apples early days, for example, the company shared

a building with Sonys regional sales office.


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Jobs Aesthetic Contd..y Steve would come over and look with great interest.

y He would feel the paper stock to get a sense of itsweight and quality.

y He had an obsession with the visual and the physical.

y He had the impulse for aesthetic perfectionism.


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Designing Without Jobsy Jobs left Apple in September 1985, in an unhappy

rupture with John Sculley.

yApple continued to flounder in the first half of the1990s,

y It is instructive, and more than a little depressing, toread CEO


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Back to the Future,Againy Steve Jobs returned to Apple in the summer of 1997

y The company he thought he had joined in 1992 wassuddenly coming out of hiding, andhappilycallingon his own design skills.

y This only changed when Steve Jobs returned to the company.By reestablishing the core values he had established at thebeginning, Apple again pursued a direction which was clearand different from any other companys. Design and innovation

formed an important part of this new direction


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LESSONSy Form follows function. Except when it leads function,

or runs alongside it.

y Apple sometimes observes the time-honored maxim of formfollowing function. And other times, including some of Applesbiggest successes, form dictates function, or at least is a coequal.

y

Finding the future isnt enough.y Its not enough that you have a sketch or idea in your mind about a

design.

y You also may know how to deliver it.

y Efforts help to make the future.


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y If your product is inherently scary, go to greatlengths to make it look friendly.

y The product should look like a consumer product friendlyattractive and heart touching.

y Even a know-it-all doesnt necessarily know it all.Even a genius know-it-all.

y A compelling vision can be blinding Sometimes the visionaryneeds a little myopia around just to keep good options open.


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yHow to become an aesthete: pay attention, and gethelp.

y If you pay attention and get help from what is around you canbecome a good aesthete.

y You can also hire coach for this.

y In the start you have to be conservative working in a narrowfield but as time passes you must become unpredictableworking on a vast field.

y I

f you know what they want, give it to them.Ignore the skeptics.

y If your gut is talking and you have a good past experience thanyou must follow your gut.


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y Dont go halfway with your aesthetic.

y Go all the way. The great design companies of the world buildtheir brands through a relentless application of their aesthetic.

Go for broke.y Innovate, but dont force it.

y Otherwise, youll wind up with a mouse that looksandworkslike a hockey puck. Take their breath away, but as a

result of their cursing at you.


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Take There Breath by Naveed Asif