Apple: Do one thing, better.

That is Apple's secret.

And Tim Cook confirms it today. 

When I give my Apple speeches around the world, I spend a lot of time explaining to audiences that the one thing Apple does better than anyone else it they focus on one thing to do better than anyone else.

The iPod made getting music into your pocket dead simple.  The iMac made getting on the Internet dead simple.  The iPhone made putting the Internet, your phone, movies and music in your pocket dead simple.

And that is their secret. 

To make that happen, though, you need to focus.  Today we released a new enhancement of our free web conferencing product called Dimdim myScreen that makes sharing your screen dead simple.  Take it from me, making something hard easy isn't easy. 

Read on to see what Tim thinks about how Apple does it.  Focus is a very good thing.

Tim Cook:

"Yeah, that is a great question. The executive team of
the company spends a lot of time thinking and discussing how to retain
and recruit the best talent in the world, because at the end of the
day—I know it's a cliche—but people are our most important asset by far,
and it's people that deliver innovation, which is key to us. And so
what else do we do other than that? Well, we are the most
focused company that I know of, or have read of, or have any knowledge
. We say no to good ideas every day; we say no to great ideas
in order to keep the amount of things we focus on very small in number,
so that we can put enormous energy behind the ones we do choose, so
that we can deliver the best products in the world. In fact, the table
that each of you are sitting at today, you could probably put every
product on it that Apple makes, and yet Apple's revenue last year was
over $40bn. I think the only other company that could say that is an oil

And that is not from just saying "yes" to the right
product which gets a lot of focus—it's saying no to many products that
are good ideas, but just not nearly as good as the other ones. I think
that this is so ingrained in our company that this hubris that you talk
about, that happens to companies that are successful but then decide
that their sole role in life is to get bigger, and they start adding
this and that and this and that, I can tell you the management team of
Apple would never let that happen. That's not what we're about. So,
focus on people, and ensuring that it's a small list of things to work
on and putting all of our wood behind those things, that's the
magic behind us."

Screen shot 2010-02-23 at 9.27.06 PM
A view at my keynote deck of my presentations about MarketingApple Live!

1 thought on “Apple: Do one thing, better.”

  1. I’ve read your artical “5 Secrets of the World’s Best Marketing Machine”, which was deeply aspire my passion. I’m a graduate student of marketing in University of Queensland, Australia. We learned a lot of success cases such as Starbucks, McDonald’s, and Nike, Cock Cola which were classical cases. But seems apple’s marketing strategies are totally different or not been written on textbooks. How do people invent those marketing strategies? Are there some examination methods for new strategy or they’re just one of hundreds ideas which only successed front of us?

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