Questions, Elliot pp. 163- 216.

1. Define the Jobs’ “whole product theory” and discuss why it was more than the device and
the software. What else was a factor in the development of the product?

Jobs believed that a company should do everything in house. They should not look to
outside sources to get the pieces they needed for a project. Basically, he was saying if you
want it done right, you have to do it yourself. Jobs felt more than just the product though.
Yes, he wanted to have the best product on the market that lived up to expectations, but he
thought more about what was best for the customer, and not Apple. Jobs was the ultimate
consumer. His whole emphasis was to make sure that the customer got the complete
experience with an Apple product. He wanted the feel, the look, and the operation of the
device to enhance the customer experience, and keep them coming back for more. The most
important out of all that, the product is supposed to make the customer’s life easier.
However, after the laser printer with Canon, Steve was open to looking out to other
companies for ideas, all to enhance the customer’s experience and way of life.

2. How did Jobs weigh in on the Napster controversy and turn it into a win for Apple?

At the time the profits were drastically dropping for the major music companies. Their blame
was against Napster. Once Napster was out of the way, the major music companies began to
separate and create their own music distributions. Those companies made many mistakes,
leaving the door open for someone else. Jobs always had a fascination for music, so once all of
this happened, the fiery, entrepreneur, and ultimate consumer self, had an idea to create his own
service of music streaming. The biggest concern was that people were illegally downloading
music Steve would come in all guns blazing in his charismatic way to come up with an
innovation, iTunes. Being the man he was, Jobs did his research and got his facts straight about
the music streaming industry. After much discussion about what should happen next, it was
finally agreed that all the major music streaming industries would be able to have customers
stream and download their music on iTunes. Again, Steve was their to make things easier for the
consumers.
 3. How did Jobs alter the marketing strategy to remedy the slow sales of the Apple II? Why
did he choose to abandon the old channels of distribution?

After Jobs was able to convinced Regis McKenna, who was doings some advertising and
PR for Intel, to take on Apple as a client, that is when the marketing took a beneficial turn for
Apple. After that Chiat/Day teamed up with Regis to help Apple brand itself. Soon after Jobs
was the face of Apple and its’ products. Steve was always thinking about the consumers
thought. He believed and had an idea that he could increase market share for Apple. By
cutting out the middle man, Apple was able to manufacture their products, and then deliver
that product straight to the customer. Jobs vision was again a success. He launched the Apple
Store online which was a huge success. Later in years Apple stepped its’ game up, when it
became a retail store. The goal was again selling directly to the consumers. By opening up
the Apple store, Apple had control of the whole chain. The store is a place where customers
can come in to get assistance with their device and just have to buy something, really
emphasized the customer satisfaction and making it easier on them. It was face to face
interaction with the customers which has helped build the Apple brand.

4. Describe Jobs’ efforts to market the iPhone by partnering with existing cell phone
providers. How easy was the process? What finally occurred?

Steve Jobs was not the main person in command when it came to cell phone providers. He
was hardly apart of the market. He did not make the rules, so he set out to change them. So, Jobs
set out to set a wave of his own rules into the cell phone industry. Jobs went to every major cell
phone service to explain what his plans were, but to no avail. This made the process very
difficult for Jobs and Apple. One day, a provider did want to partner with Apple and Jobs. That
provider was Cingular, which was then bought out by AT&T. Jobs won, and he was placed in
charge on phone manufacturing. Just as he wanted. The iPhone was set to be manufactured.
Making the iPhone was even harder. Jobs wanted it to be perfect, and when it initially was not,
he challenged his team to do better. Finally, after months of work, Jobs was able to show AT&T
the snazzy iPhone. Just like the terms with Canon, Jobs was able to make his own terms. AT&T
would not be on the iPhone.
 5. How did Jobs’ vision change? What effect did this have on the iPad?

His vision as stated by the book, “was updated to focus on content” (Elliot & Simon, pp
215). Steve also felt the iPad was a must have. It was a hand-help pc. Sales for the iPad were
far more than anyone had expected, but consumers and rival products had their doubts about
the iPad. To the world the iPad was deemed a tablet, but to Steve it was a device that
delivered content to the user. Steve saw the iPad as an extension of the iPhone. A device that
was a platform to the people to use and to make life easier. It increased the sales for the iPad
from what I understand. He took the iPad farther than anyone expected it to be. Outsiders and
naysayers felt that the iPad was just another tablet, but it was another one of Apple’s
products in the hands of the consumers. More ways consumers could hold an Apple product
in their hands. People who own iPhones more than likely own another Apple product. The
benefit of all that was they all ran on the same software.

References

Elliot, J & Simon, W. (2011). The Steve Jobs Way (pp. 163-216). Philadelphia, PA: Vanguard
Press