Friday, 11 October 2013

Apple 'got' design for $2.5M in 1982 and by a Frog. Here's how Steve did it.

Ever wonder how Apple 'got' design? Like Gates bought DOS, Steve bought design for $2.5M/yr in 1982. Here's how Steve did it and not as Fast Company says: 



Even Fast Company scrubs the data & history but not as Christopher Mims @ Quartz magazine reports it and described here. Like any market advantage, a competitive advantage starts well before personal popular culture (read advertising and 'news') has us believe or is even aware of the advantage itself. Microsoft exists because Gates bought DOS for $50K and turned it into Windows for IBM. AC and DC were fought after by Thomas Edison who developed the opposing format to thwart competitors and performed hundreds of experiments on filaments with a whole team of researchers not inventing the lightbulb, Ive's didn't usher design into the entire culture of Apple: I've's entire group was the prodigy of a Frog - the son of Hartmut Esslinger.

It isn't often that we stop to may homage to the firms whose shoulders that we here at iGNITIATE stand on top of, but after years of knowing Hartmut and the folks at Frog, and the recent articles on design at Apple being always there from the beginning, we thought to jump in on the "correction" of the marketing machine that is Apple, Issacshons book, and Ashton's movie on the late, great Steve. However in the beginning, there was Hartmut and his firm Frog and fact that Apple bought design, brought it right into the boardroom and did it all for $1m/yr in 1982 or $2.5M 2013 dollars and the article How I Taught Steve Jobs To Put Design First tells all.

Hartmut goes on to describe how From Phones To Tablets: 26 Apple Designs That Never Came To Be and How to Innovate, Step by Step which Hartmut know exactly what he is talking about. To learn how to get true competitive advantage from design, the above is how it's done and how we do it here at iGNITIATE.