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Apple employee #66: Mac, iPhone and iPad created in similar way

In his latest post at AskTog.com, Bruce Tognazzini highlights the similarities between Steve Jobs's approach in bringing to market the original Macintosh, the iPhone, and now the iPad. For Tognazzini, known as "Tog" in computing circles, the success of these products is a byproduct of this approach. Like the original Mac, the original iPhone shipped with only a handful of apps. The iPhone also lacked common features on other smartphones, such as copy and paste, searching, MMS support, and contact search.

Also, like the original Mac, the iPhone was created by a very small group -- most of them young and driven -- who worked in an ultra secretive environment. The small team environment meant that some capabilities had to be left out of a first release in order to focus on the most important features. The tradeoff, however, produces a superior user experience instead of a "rambling labyrinth of disjointed features." The result was a core that could be built upon for years without the need to start from scratch.

While Tog doesn't mention it, this focused and "essential feature" mindset also serves a marketing function. It gets people talking. Think about how excited you were when an iPhone firmware upgrade presented you with something new, such as copy and paste. Remember, too, how much buzz this generated in the media and how Apple touted these features.

These highlights and more, including details on the decision to add arrow keys to the Mac, are detailed in Tog's post.

Bruce Tognazzini's knowledge of the Mac stems from his experience at Apple. During his 1978 to 1992 tenure at Apple as employee #66 (Steve Jobs is #0 and Steve Wozniak is #1), he founded the Apple Human Interface Group and acted as Apple's Human Interface Evangelist. He went on to work at Sun Microsystems, led the design of WebMD, and is currently a principal at the Nielsen Norman Group.



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In his latest post at AskTog.com, Bruce Tognazzini highlights the similarities between Steve Jobs's approach in bringing to market the...
 

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Tommy

I think that you can make some very great comparisons with this philosophy and Apple's business strategy.

Do a few things VERY well and make what you do the "talk of the town". Doing 10 things at 100% is much better than doing 20 things at 50%. It's focused differentiation and it's a business strategy that Apple does and continues to do very successfully.

April 22 2010 at 10:13 AM Report abuse rate up rate down Reply
Jack

"I am not a number, I am a free man!!"

April 22 2010 at 8:33 AM Report abuse rate up rate down Reply
leey

well, Apple always keep secretive. This is one of results for hearing the arguments all countless times.
the iPad will see a lot of new features and new software in the coming years, but right now it's just a rock-solid first generation device with a great foundation to build on-----agreed.
Yeah, now ipad is a good games platform, great videos playing device(Via: http://www.ifunia.com/ipad-column/apple-ipad-seen-as-next-great-portable-video-game-device.html ) and good ebook reader.... fans just are in the novelty.

April 21 2010 at 10:26 PM Report abuse rate up rate down Reply
ds

I can't believe I didn't notice it, but Tog does look like Clarkson's cousin or something. POWWERRRRBook.

April 21 2010 at 5:55 PM Report abuse rate up rate down Reply
hmlong

"The result was a core that could be built upon for years without the need to start from scratch."

Uh... okay. That explains the Mac hacks that were Switcher and MultiFinder, and why the Mac OS eventually had to be scrapped.

Lisa had protected memory and cooperative multitasking and virtual memory and hierarchal directories and a reentrant OS back in 1983. The abomination that was the Mac OS, written by a "tight, core team", had none of those things, and in fact seemed to actively work against them (due to hacks like using shared low-memoy globals).

It took years to bolt those features onto the Mac, and most of those were, to borrow a quote from above, "band-aids built on top of stop-gaps built on top of workarounds."

April 21 2010 at 5:25 PM Report abuse rate up rate down Reply
jen gordon

I think that this article touches on the genius of apple products - because of the commitment to consistency from ideation through to execution of these products, developers can easily transition into creation of products for new tools - like the transition from iPhone to iPad.

As an iPhone app developer, I have been excited, eager, and easily able to transition to developing apps for the iPad. Not only does Apple stay relevant with new launches, but its devoted app developers can easily stay relevant then, too.
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April 21 2010 at 2:46 PM Report abuse rate up rate down Reply
Steve

This not only makes a lot of sense, but it explains the big difference between Apple and Microsoft. Microsoft products are band-aids built on top of stop-gaps built on top of workarounds, and Microsoft can probably never go back and rebuild Windows from the ground up.

Apple, on the other hand, has shown time and again that they're not afraid to start things over, and eventually weed out the old system. OS 9, the first-gen iPhone, non-Intel Macs are all examples.

Most importantly, though, it seems that Apple has figured out that a strong foundation upfront is more important than a lot of functionality. If they start it from a solid place, they can build on it later. I think the iPad will see a lot of new features and new software in the coming years, but right now it's just a rock-solid first generation device with a great foundation to build on.

April 21 2010 at 2:39 PM Report abuse rate up rate down Reply
3 replies to Steve's comment
russellfclark

That's certainly a revisionistic version of history. The Mac took 30 years before it broke out of 1% market share. To compare that to releasing the Mac to a small group of people with limited features to what was done with iPhone is just BS. Mac was a niche product for 25+ years until Steve Jobs departure to neXT and later return to Apple via acquisition of neXT, which ultimately become OS X. OS X, combined, the platform change to Intel including the ability to run native Windows, and the popularity of the iPod are what made Mac finally take off.

April 21 2010 at 2:30 PM Report abuse rate up rate down Reply
2 replies to russellfclark's comment
Steve

Your comment makes no sense. He's not saying that the Mac and iPhone are similar from a market share standpoint, he's saying they are similar in how they started and how they were developed.

Market share has nothing to do with it.

April 21 2010 at 2:44 PM Report abuse rate up rate down Reply
tdowling

Also, FYI, Macs have only existed for 26 years. And it looks like they had 6% market share way back in 1984 and 11% in 1991 (http://jeremyreimer.com/totalshare0.gif, via http://jeremyreimer.com/postman/node/329)

April 21 2010 at 6:23 PM Report abuse rate up rate down Reply
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