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Design Like Apple: Seven Principles For Creating Insanely Great Products, Services, and Experiences Hardcover – July 10, 2012


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Product Details

  • Hardcover: 208 pages
  • Publisher: Wiley; 1 edition (July 10, 2012)
  • Language: English
  • ISBN-10: 1118290313
  • ISBN-13: 978-1118290316
  • Product Dimensions: 8.4 x 8.4 x 0.8 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #448,686 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

From his earliest days at Apple, Steve Jobs set the standard that all products should be "insanely great." Apple sees design as a tool for creating beautiful experiences that surprise and delight, but also convey a point of view down to the smallest detail—from the tactile feedback of a keyboard to the out-of-the-box experience of an iPhone package. This is no accident; the entire Apple organization is designed to give top priority to design considerations.

Design Like Apple uncovers the lessons from Apple's singular approach to product creation, manufacturing, delivery, and customer experience. Learn how design can create a competitive advantage by delivering beauty, ingenuity, and charisma. Get guidance on how to nurture taste, talent, and a design culture at every level of your organization. Help your employees zoom out to view the big picture, see the relationships between objects and the space around them, and understand the product's context so that they can design a compelling and infinitely useful system for your customers. Gain the courage to relentlessly prototype. And finally, find your voice as a brand and a business.

Bridging creativity and commerce, this book will show you how to truly Design Like Apple.

From the Back Cover

SEVEN PRINCIPLES FOR CREATING INSANELY GREAT PRODUCTS, SERVICES, AND EXPERIENCES

One: Design Makes All The Difference
Beauty, ingenuity, and charisma create a unique competitive advantage.

Two: Design The Organization
Nurture taste, talent, and a design culture.

Three:The Product Is The Marketing
Great products sell themselves.

Four: Design Is Systems Thinking
Product and context are one.

Five: Design Out Loud
Prototype to perfection.

Six: Design Is For People
Connect with your customer.

Seven: Design with Conviction
Commit to a unique voice.


More About the Author

John Edson is President of LUNAR, a leading global design firm whose clients have included Apple, HP, Cisco, Motorola, Philips, and dozens of startups. He is a guest blogger for Fast Company and a lecturer on design at Stanford University. Together with its clients' teams, LUNAR designed the first Apple laptop, the PowerBook 100, the Oral-B CrossAction toothbrush, and the HP TouchSmart computer among a portfolio of other award-winning and market-defining products.

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Customer Reviews

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Highly recommended as one of the best of the new crop of "design thinking" books.
Jaime Andrews
In comparison, I am halfway through Ken Segalls's book "Insanely Simple," and can profess I enjoyed "Design Like Apple" better.
Jack
I think this book provide a very detailed insight to the basic understanding of product design.
memsdragon

Most Helpful Customer Reviews

16 of 17 people found the following review helpful By Jack on July 5, 2012
Format: Hardcover
I thoroughly enjoyed this book. In comparison, I am halfway through Ken Segalls's book "Insanely Simple," and can profess I enjoyed "Design Like Apple" better. The main reason- the organization of the book, the way John Edson breaks down the concepts, and how he lays the foundation of apple's method of design thinking. It truly can apply to any business, person, or process. Furthermore, it's evident Edson has a lot of experience in the industry. The greatest value of this book probably comes from the case studies derived from the author's own experience and observation. This isnt just for designers, it's a book of lessons that even the largest, most profitable, companies could learn from.
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8 of 8 people found the following review helpful By Jaime Andrews on July 12, 2012
Format: Hardcover
As the author Edson, head of design company LUNAR, who has worked with Apple, states, "Apple is among a small number of public companies that have enthusiastically embraced design and invested in it as the single most important differentiating characteristic in their products and services." While everyone goes for market share, Apple goes for margin. They produce high-end products that are focused on what the customers want, and invest the profits in more research.

Looking at Motorola, who created a "Frankenstein" series of phone with that offered only the most superficial personal choice, and the RAZR, which had a beautiful appearance, but an underlying lack of usability, he shows us the cost of not having a total design approach. And when we see Nokia beat them out, by creating a great interface, and both providing longer battery life and paving the way for wider bandwidth (which means the option for internet browsing, etc.) by adopting digital networking, we see why it's so important to put customer desires over technology.

According to cognitive scientist "There are three emotional processes at work when we encounter the world around us: behavioral, visceral, and reflective." And Apple succeeds incredibly at awakening these processes in a positive way by creating products -- in this case, the iPod -- that are beautiful, ingenious, and charismatic. Apple have become masters at triggering the right responses.

LUNAR has a set of brainstorming exercises they call Moonshine, designed to unleash the creativity and free association that leads to great ideas. By framing familiar concepts in unusual ways, they are able to conceive of new products at the drop of a hat.
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8 of 10 people found the following review helpful By Andi on January 2, 2013
Format: Kindle Edition Verified Purchase
First of all, this book should be titled DESIGN LIKE LUNAR: SEVEN PRINCIPLES etc. Author put "APPLE" in the tittle (or in the ads) was to attract the customer only. Trust me. Not a 2-stars just because I understand that making a book is difficult. I appreciate it.

The book does not put Apple as the center of its discussion (except for chapter 1), and it is not worth read if you are seeking for the deep insight on how Apple design its product. The core of the book is LUNAR, filled with several examples/cases from Method, OralB, SanDisk, Microsoft, Procter&gamble, Google, GAP, Apple and so on. The noise was too much. Why don't the author limit the cases/discussion in Apple product only when describing about his 7 principles? I guess because the author does not know more than us or Walter Isc, then finally he added so much of his personal stories in LUNAR to avoid making a 50-pages book.

Was it a completely bad book? No. However, the only new insight for me was:
1) Apple cares about making the higher percentage of profit and the money could be invested to make the next great product, told by Fadell (agreed)
2) You should make a good product outside (look)-inside (software/interface) (in the Motorolla RAZR case)
3) You have to design the product for someone but not everyone (totally agree)

Other good points in this book were explained somewhere else (books etc) and I hate that author mentioned it again when making his points. For example: the purple cow in Godins book (read: make an outstanding product!) or even make a product that create emotional connections, from DUarte book 'Resonate' and so on. I bought this book not to read those explanation again or to have you summarize it again. I bought and read those book already.
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4 of 5 people found the following review helpful By Nathan Shedroff on November 6, 2012
Format: Hardcover
When I first told heard the title and subject of this book, I must say I didn't think much of it. For almost a decade, business people have been suggesting a book about "how to be like Apple." In fact, I had a phone call in 2003 with an editor of a large business magazine asking the same thing and my response was "That book can't be written, it would have one line: hire Steve Jobs."

I reluctantly read this book thinking I needed to skim it, at least, to know what was out there and I was refreshingly surprised. The author skirts the obvious, shallow insights others have made about Apple (no, their success isn't due to the fact that their products come in colors) and, instead, looks deeply at what Apple has accomplished in terms of process, culture, and approach and pulled-out the best of these to share with us. His observations are then explained and highlighted in ways that any business person, at any level, can understand and envision in his or her company. There's still a lot of work to implement any of these lessons but, at least, these lessons are clearly explained, with examples.

So, for anyone who wants to build an organization from some of the most important lessons learned from Apple, this book is an important start. It won't tell you everything you need to know and you'll have to translate some of it into your own culture and processes (not too much, though if you want them to be successful), but you won't find a better description of how to innovate in tangible ways.
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