What Would Apple Do?

How you can learn from Apple and make money

By: Dirk Beckmann

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Paperback | 12 June 2013

At a Glance

Paperback
208 Pages

Dimensions(cm)
18.1 x 11.1 x 1.6

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$24.99

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iPod, iPad, iTunes, App Store - Apple's must-have products are one big success story. So what is their secret? What makes Apple the most innovative company on the planet? The answer: Apple does exactly the opposite of what a normal technology company would do. This book is about the way a major global technology company is able to dominate the markets with highly unfashionable business models. But it's also about how it is possible to make money on the Web using outmoded methods. The title of this book is a deliberate allusion to Jeff Jarvis's best-selling What Would Google Do? However, in this book author Dirk Beckmann explains why asking about Google's strategy for success would be of little help to most companies. Google commands a monopoly, and is an opportunist company that makes its money from the browsing behaviour of Internet users, without selling any products in the old-fashioned sense. Apple, on the other hand, does manufacture and sell actual products and by doing so has raised its stock market value by more than 3,000 per cent since 1997. The company regularly features among the top ten enterprises in the USA and has opened up new markets, posting massive profits. Unlike other digital service providers on the Web who preach 'free culture', Apple wants you to pay for its services. Using the Internet for sales and advertising, Apple combines traditional business thinking with the endless opportunities in today's digital world.

Industry Reviews

'A smart book... Like the concept of Apple itself, it's deceptively simply written and rather good.' The Evening Standard 'Beckmann - rattles through the business tactics that make Apple unique. For instance, it rates design as highly as cutting-edge functionality. A good one, perhaps, to read on your iPad.' The Times

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