design_thinking_at_Apple教程.pdfVIP

9-609-066 R E V : M A Y 1 9 , 2 0 0 9 S T E F A N T H O M K E B A R B A R A F E I N B E R G Design Thinking and Innovation at Apple Apple’s products, from its first computer, which debuted in 1978, to whatever is unveiled at the next Macworld, tend to sport similar descriptions: they are elegant, they embody simplicity, and they are “cool.” Moreover, anyone who used the Apple II in 1978 and then picked up an iPhone three decades later would find it a familiar object. Somehow it’s the same thing: different, but the same. This note, at a very broad level, considers that achievement—creating the same/different thing over time—and the ingredients that, at Apple, have enabled it, including a continual embracing of new technologies and materials, and new ways of working. Innovation is in some sense conservative at this company. “Design Thinking” is the leadoff issue and in fact threads through the note. We’ll also touch on operational matters and how they’ve become far more systematized over the years. And we finally consider that for all the apparent consistency, Apple has gone in seemingly unexpected and often derided directions, bucking the trends and redefining “common wisdom.” Design Thinking Those of us on the [original] Macintosh team were really excited about what we were doing. The result was that people saw a Mac and fell in love with it. . . . There was an emotional connection . . . that I think came from the heart and soul of the design team. — Bill Atkinson,1 Member of Apple Macintosh Development Team It was not evident that falling in love with computers was