In a fascinating interview with Calcalist radio, the largest economic newspaper in Israel, Horace Dediu gives us a scintillating insight into how Apple works. Horace Dediu is a well-respected analyst who knows a thing or two about Apple.
Dediu started off by highlighting that Apple remains an enigma despite its vast success. This high level of mystery has resulted in countless rumors and analyses from about where the company is going to go next.
Controversially, Dediu said that in some cases, Apple doesn’t really know what they are going to do next.
Horace Dedieu told Calcalist radio, that the company’s work process is an arduous journey. The company does not conduct research to decide what to build, the team ‘let’s build it’. Dediu explained that the development of the iPhone and iPad follow this formula. The final products were much different from where the company started.
Dediu also touches on Apple’s unique corporate culture as a huge factor driving the company’s success.
“People think that the story is leadership, or products or Steve Jobs himself,” Dediu said. “But it’s bigger, Apple is a company built on goals, and organized to storm them. Companies typically organize their divisions by products or business operations. Almost every company there is someone in charge of something and reported to his manager while success and failure are examined by income, but Apple does not use the traditional means of measuring success. ”
“I studied their DNA,” Dediu explains. “But Apple cannot possibly be perceived as normal or average, but is analyzed as such. This is a company that breaks all categories, as based on the growth front and on the value or dynamic versus static. It just works differently. ”
Dediu posits that Apple uses the same strategy as an army. “You have to look at Apple as adopted by the pattern of military activity,” said Dediu. “The army has no obligation to produce profits, but it has a deep commitment to achieving goals. Everyone focused and training for a specific task, and then another mission.”
Dediu said: “I think Apple’s culture is very stable. Generally, most of the large companies have a tough fight when they want to change the organizational culture, Steve Ballmer at Microsoft across this barrier. Tim Cook may have made changes within the company, but this is not clear from the outside. Steve Jobs built something bigger than himself. You can see it also in another company he founded, Pixar. People usually do not associate it with Apple, but they are very similar. Both companies are completely committed to the product, focusing obsessively on the details giving rise to beautiful product. ”