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Apple’s Secrets

Apple is one of those companies that are either loved up to fanaticism or show extreme skepticism. However, one cannot but admit that this company is truly revolutionary in its field and is simply brilliant financially successful.

Back in 1991, the famous Macintosh System 7.0 operating system appeared. Today, Apple is the leader in the world of computer technology. Naturally, many have an interest: how did Steve Jobs manage to reach a level of the company that continues to hold on after his death? Why is Apple so different from the rest, and how did it win such a huge number of fans and connoisseurs of its products?

Apple Core Principles
Money is not the most important thing
The company’s financial success has never been the main and main goal for Steve Jobs. In the first place, he always brought new innovative developments and the future of the company. This idea is supported by Apple’s chief designer Jonathan Ive: “No matter how frivolously this may look, but earning income is not our main goal. We are quite satisfied with our profit. What we always strive for is the creation of a perfect product. And when people evaluate and use it, then we get our income. ”

Apple “vs”

Steve Jobs began using Apple’s strategy of opposing other companies at the dawn of activity. “Apple vs. PC”, “Apple vs. Microsoft”, “Apple vs. All” … There is a bit of the character of Jobs himself, who since his youth was inclined to set himself against the whole world. Being different and acting differently is Apple’s core concept. And this principle was implemented quite simply, without excessive pathos. And because he is so successful.

Twisting the hands of customers
Apple has never succumbed to generally accepted standards and regulations. Licensing of the operating system and the principle of “hard separately, soft separately”? Not! Apple produces only a holistic product that is compatible only with other Apple products. The manufacturer’s position is: “If you don’t want it, don’t use it, but we still know exactly what you need.”

The company Apple is not very welcome when customers themselves begin to climb inside the device. Therefore, everything has been specially done so that it is somewhat problematic to open any device from Apple on your own. For example, in 2012, Mac Book Air was released, which is equipped with case screws for screwdrivers, which can be purchased only in the services of the manufacturer and nowhere else. A little hard principle “use what you bought and do not try to climb inside” is still one of the key laws of Apple.

Super secret
Everything inside Apple is subject to the harshest secrecy and privacy. Even the policy of a non-existent USSR already does not compare with such a secret atmosphere. Protection of their developments and innovations manifests itself in various ways.

Apple’s Secrets
Journalists who write about the prototypes of Apple, confiscated all used equipment. When testers check new devices, they need to send a certain pin code every 12 hours. And future partners Apple partners receive in special, specially arranged boxes.

Working product
If you need a few words to describe the main advantage of Apple products, the words immediately come to mind – “they just work”. Whatever device you purchased, all you have to do is get it out of the box and turn it on. No additional settings, no special application settings. Everything you need to use is already there. And this applies to absolutely all Apple devices – whether they are phones, computers, tablets.

For many people, this fact is very important, because a large percentage of users are those who do not want to waste time and effort to get the purchased gadget to work. They want to start using it right away, and Apple gives them that opportunity.


Emotional communication with users is one of the main components of the Apple brand. Developers from the very beginning aim at the feelings and attitudes of customers. However, such a strategy carries a certain risk, because it can equally lead to victory and defeat.

Apple products are quite emotionally charged, which in some causes love and commitment, while others have a sharp resistance. Despite the fact that the cost of Apple gadgets is higher than the products of many other brands, the “apple lovers” easily overpay for feeling the coveted device in their hands.

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