What it is: Forty years ago on April 1, Apple Computers was born.
Apple helped create the personal computer revolution along with such names as Compaq, Kaypro, Osborne, Radio Shack, and Commodore. Yet out of all these early computer pioneers, only Apple is not only thriving, but still dominating the computer revolution now with mobile computers in the form of the iPhone, iPad, and Apple Watch. What happened to all those other companies with names like Northgate, Eagle Computers, and Cordata?
In any industry, early pioneers tend to disappear when they fail to adapt to rapid change. What worked initially suddenly doesn’t work any more, and most companies don’t adapt so they go bankrupt instead. During the 90’s, Apple also nearly went bankrupt just around the time Steve Jobs returned. Macintosh sales were dismal, Newton (one of the first personal digital assistants) was a flop, and nothing else apple made or sold was making any money. The company was literally on the edge of disappearing for good.
Many companies face similar situations. Yahoo keeps trying to reinvent itself in an Internet world it helped define. Even Hewlett-Packard is trying to rediscover itself after fumbling badly in the smartphone, PC, and tablet markets. The odds of any company turning itself around is extremely low, yet Apple managed to do that and grow and thrive in the process.
What Steve Jobs did was winnow down Apple’s product line to make it simpler. At the time, Apple sold various Macintosh models with confusing names like the Quadra and Macintosh LC. Such a confusion of overlapping products meant that Apple had to support multiple products with little to differentiate between them. Steve Jobs simply redefined the Macintosh line to a consumer and professional model.
Simplifying Apple’s product line meant the company could focus on its core business instead of dividing its resources in multiple directions. That’s when Apple introduced the iMac with its translucent plastic case that looked far different than the typical beige PC case that most people were used to.
Year by year, Apple keep improving on the iMac. They still would have remained a niche computer company until they came up with the iPod. The iPod basically gave Apple its first true hit in years. Then iTunes came along and the Macintosh line got more interesting with a new operating system dubbed OS X. To make OS X more useful, Apple also focused on creating their own software beginning with Keynote for presentations and Safari for browsing.
Apple didn’t become a success overnight for a second time. They simply focused their efforts into making the best products possible to keep people happy. The secret formula for Apple was taking complex tasks and making them simple.
On the other hand, other companies were infected by featuritis where they felt cramming all possible features into a product made that product superior, even if using that product was nearly impossible. This is why VCRs often displayed a blinking 12:00 because few people could figure out how to set the time. Apple’s secret to success was simply making products that were easier to use than rival products and that focused on doing a few core tasks well.
Even today you still see companies parading out a laundry list of features to imply the superiority of their product without ever demonstrating how those multiple features translate into solutions for their customers.
If Yahoo, Hewlett-Packard, and other companies wish to survive and make a comeback, all they need to do is focus their energy on solving a handful of specific tasks. They don’t need to tackle multiple problems. They just need to figure out what their core competency should be and then follow thorough on that idea. They still may fail, but they’re already failing so they really have little to lose.
The fact that Apple has lasted 40 years as a technology leader is nothing short of amazing. The fact that Apple continues to define the direction of mobile and wearable computing is even more astonishing. The sad fact that other companies copy Apple instead of innovating on their own is even more surprising, given that this path rarely leads to long-term success.
The path to success and failure is clear. Since the path to failure looks easier, you can guess what most companies will do, which is to copy more successful companies and wonder why they’re never a leader by being a follower.
Apple’s longevity should point out that it’s still possible for any company to turn itself around by simply focusing on making the best products possible. Then the profits will come as a result. Sadly, this simple fact seems to escape far too many CEOs, which is why so many companies in any industry consistently fail over time.
To read more about Apple’s 40 year history, click here.