Number 3, focus on platforms and systems.
This is important because platform and systems mean
don't focus just on the device itself if you're a product manufacturer but
think of the entire range of things that goes hand in hand with it.
So guys if you look at Apple devices you
have a series of products from the watch to the tablet to the phone,
to computers, etc., and the whole age of apps that go hand in hand with them.
So these products are almost like platforms.
They're platforms that speak to each other.
They are synced with each other.
And in that platform, you're introducing apps and
services, software, all those kinds of things, accessories, other hardware.
So the goal is not to think of just that one product, but
to think of the entire landscape of devices.
What else is connected to it?
What else does it go hand in hand with?
When you think of the simple case of a computer, you buy a computer.
It could be a desktop computer.
You have a monitor, and the computer itself.
You need a keyboard, you might be a mouse with it.
If you don't like the mouse, you might need a wireless mouse.
Maybe you might need an ergonomic rest for your wrist, so it doesn't hurt.
Now you might need a really nice table and a comfortable chair.
So all of these things are connected.
They're part of what could be called a product ecosystem.
Okay, so when you innovate, you have to think of the entire product ecosystem.
You think of a system, think of a platform.
So you have a technological platform, and on that platform, you provide
a series of products and services, music players, computers, wrist watches.
All that is part of the platform.
Apple does a very good job of thinking of that platform, and therefore there's
really good synching across all devices right, and that's important for
a good consumer experience throughout the life cycle of the product.
Fourth, design every aspect of the innovation right, so it's not again it's
just a one thing, but it's everything that's a part of the consumer experience.
For example, how is someone going to buy the product that you're offering?
This is Apple Store in China.
This is the Apple Store in New York City.
So from the retail environment,
the location where someone would buy the product to all the apps that
might go on the on the devices not device but multiple devices from
the phone to the wrist watch to the tablet to the laptop etc.
Two, all the accessories like cables and packaging, earphones.
All of these devices for connecting, to linking, for
different kinds of platforms for the countries.
All of this is a part of that platform or that product ecosystem.
So, one of the things Apple does really well is by designing
every part of that experience from the store to the website to the packaging.
That whole experience is designed.
That whole experience looks like it's a cohesive experience.
That someone thought through the whole thing.
It's not just put together by different departments.
But these departments were talking to each other.
And they make sure that the experience is a unified,
smooth, well designed experience.
And that's something that Apple does really well.
So, innovate across the entire platform, entire system, and
every aspect of that should be well done, and that's important as well.