The Creative Design Process of Apple

by Jörgen Eriksson on April 27, 2015

Apple Design

Creativity is at the core of innovation, and every product at Apple Corporation starts with creative design.

Design is a core activity at Apple, where the entire product development process conforms to the designers vision. This the polar opposite of the way it works at most other companies. Instead of the design being restricted to limits imposed by the finance, sourcing, logistics or manufacturing departments, these all conform to the will of the Apple design department headed by Jonathan Ive.

Once a new product has been decided on, a team is organized and segregated from the rest of the company by confidentiality agreements and sometimes physical barriers. Sections of the building may be locked or cordoned off to make room for the teams working on a sensitive new project. This effectively creates a ‘start-up’ inside the company that is only responsible to the executive team, to which they report on Mondays, freeing them from the overall reporting structure of a big company. This is the way it has been ever since the foundation of Apple Computer Corporation, where Steve Jobs himself led the new product team for early products such as Lisa.

Below is a recent video where Jonathan Ive reveals thoughts behind the product design process in dialogue with Graydon Carter. The video has many lessons to learn from for other consumer product companies.

Apple´s Jonathan Ive in Conversation with Vanity Fair´s Graydon Carter

About Jörgen Eriksson :

Jörgen Eriksson is the founder of Bearing and is the Chairman of the firm since it was created. He has successfully expanded Bearing into covering projects on four continents. He is also Adjunct Professor of Innovation Management at the International University of Monaco and at Universitat Politècnica de Catalunya in Barcelona and he is an active member of the Founders Alliance organisation.

Working with consulting engagements across Bearings practices, he has over the past fifteen years participated in and supervised a large number of client projects, from innovation system development and place development and branding, to merger and acquisition assignments and leading edge research and business development activities for key clients.

His new book, Branding for Hooligans, will be published in 2015. It is about how innovation and branding are key survival factors in our modern times of hyper competitive markets.

Prior to Bearing, he was Director of Europe, Middle East, and Africa for Trema Treasury Management, a technology and consulting services provider, supplying financial software solutions for the global financial industry, Clients included The European Central Bank, Citibank, SEB, South African reserve Bank, Deutsche Bank, Abu Dhabi Investment Authority (ADIA), as well as many other large financial institutions and Fortune 500 companies.

Early in his career Eriksson was educated at the Stockholm School of Economics, where he studied economics, financial economics and philosophy. He then worked in Scandinavian investment banks and also for the Swedish Institute of National Defense Research.

You can contact Jörgen on e-mail jorgen.eriksson@bearing-consulting.com, connect on LinkedIn on http://fr.linkedin.com/pub/jörgen-eriksson/0/38/8a0/ and follow him on twitter on joreri508.

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