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Apple Versus Google Innovation Strategies
porsche911 writes "The NY Times has a great story comparing the top-down versus bottom-up innovation approaches of Apple and Google. From the article: '"There is nothing democratic about innovation," says Paul Saffo, a veteran technology forecaster in Silicon Valley. "It is always an elite activity, whether by a recognized or unrecognized elite."'"
ipod released only after there was a market for MP3 players
iphone released after some phones got the ability to play music files, access email and surf the internet. WAP had been around for years
tablet concepts had been around for years as well
Apple's innovation is to find a new market or one in need of a new product
make a list of all features currently available or wanted
pick one or a select few thought to be the top features and do them better than everyone else
add in the rest of the features over the next few years
apple has never released a brand new unique product that no one ever has
Needs one kind of elite to innovate, and another kind of elite to monopolize, shut down, put trivial patents around that innovations or other "innovative" measures to avoid them to succeed.
Way to downplay those two items, which are used by millions, and conveniently ignore Android and Google Maps, among others.
Apple got away with top-down because it had developed an incredibly strong brand, with incredible customer loyalty. Part of this was based on the intense focus they had/have on image control and artistic design, part of it on the almost cult-leader-esque charisma of Steve Jobs, and part of it on their conscious cultivation of their "hip underdog" status (even as they became anything BUT an underdog).
Very few can pull that off. And it takes a lot of work over a very long period of time.
SJW: Someone who has run out of real oppression, and has to fake it.
The results speak for themselves.
Yes, you people scream "monopoly" about Google every chance you get.
Google's current CEO, Larry Page, took Steve Jobs' advice to heart and is cutting the bloat (e.g. Google Wave, Google Labs, etc. have all been cut in the last several months). That means less 20%-time projects from engineers who have no experience with product development and more polished projects from the top management and PMs.
Where do I even start with this? Okay, 20% time still exists. Eliminating projects that resulted from it just means those engineers can move on to new ideas or join other projects. Saying 'less 20%-time projects' doesn't really make any sense. That perk still exists ... it's possible his strategy was to disassemble those bigger teams so that they get more engineer hobby projects to pick from. If Page was taking Steve Jobs' advice, the 20 percent perk would be eliminated completely and Page would be walking around instructing people what the consumer wants.
The fact that you think that engineers have 'no experience with product development and more polished projects from the top management and PMs' makes me think you are either management or you live in a fantasy world where management has tricked you. I am a software developer, I do agile development. Guess what? The engineers can do all of what you just listed too! Not having that BS middle management means we get paid more although we have more responsibilities but those responsibilities were already foisted upon us when something went wrong anyway! What does 'more polished projects' mean exactly? Who has always done the polishing and development? It wasn't management and I've often found their direction is a coin flip.
My work here is dung.
Yes, some people are better at some things than other people are, so in a sense "elites" always exist. But they can be organized quite differently, in particular when it comes to openness and boundaries, or what you might call a welcoming versus elitist mentality.
For example, the Homebrew Computer Club was an elite in a sense, but an elite that was: 1) open in a literal sense to anyone who in good faith wanted to come and participate; and 2) open in a cultural sense to educating people and spreading knowledge. It wasn't an elite in the elitist sense, of a closed club that wouldn't let you in if they didn't deem you worthy. If anything, they represented the opposite type of hacker, the hacker evangelist who actively wants to spread the good word, knowledge, passion, and skills.
There are some modern organizations that operate similarly, aiming for high quality of community and discourse (so part of the "tech elite"), but without the exclusionary/attitude sort of aspects (so not "elitist"), like Noisebridge, the Hacker Dojo, and the SuperHappyDevHouse hackathon/parties.
10 PRINT CHR$(205.5+RND(1)); : GOTO 10
This is misleading. Jobs usual answer was closer to, "Customers really don't know what they want until they actually use it."
He liked to quote Henry Ford:
"If I had asked people what they wanted, they would have said 'faster horses'."
Table-ized A.I.
Do you honestly think every single feature of every single product Apple releases comes from the top?
The facts are that Apple has a lot of smart engineers. Major product directions (like producing an iPhone or AppleTV), sure that comes from the top. But within the confines of a product people at all levels are coming up with ideas.
Now ultimately those have to be approved by people at the top, but I do think a really successful project needs a handful of people to control direction, or you'll have an explosion of features which may confuse or not mesh well. But innovation can still happen at any level.
"There is more worth loving than we have strength to love." - Brian Jay Stanley
Needs one kind of elite to innovate, and another kind of elite to monopolize, shut down, put trivial patents around that innovations or other "innovative" measures to avoid them to succeed.
Heh, I got some laughs out of reading this article as well:
Yet Apple has also repeatedly displayed its openness to new ideas and influences as exemplified by the visit that Mr. Jobs made to the Palo Alto research center of Xerox in 1979. He saw an experimental computer with a point-and-click mouse and graphical on-screen icons, which he adopted at Apple. It later became the standard for the personal computer industry.
Is "adopted" the right word here? It's funny how some people consider that same "influence" to be stealing.
In 2010, Apple bought Siri, a personal assistant application for smartphones. At the time, it was a small start-up in Silicon Valley that originated as a program funded by the Defense Advanced Research Projects Agency of the Pentagon. Last year, Siri became the talking question-answering application on iPhones.
So those are you examples for 'repeatedly displayed its openness to new ideas and influences'? They "borrow" and idea and then they buy up and assimilate a start-up? Well, if that's your frame of reference, Microsoft excels at openness too! I know this article is not even trying to be exhaustive but Android isn't even mentioned once. I don't understand how Apple can even be called "open" when compared with Google's offerings to everyone.
My work here is dung.
Top Down == innovation for the sake of business (value)
Bottom Up == innovation for the sake of knowledge (evolution)
Hasn't changed for thousands of years if you think about it. Aside from the power hunger dictator once in a while.
Fun video on motivation studies that appeared in my Facebook feed today. Interesting for anyone who wants to give it a watch. Big companies and small alike deal with encouraging innovation and motivation in their own ways. http://youtu.be/u6XAPnuFjJc
Your argument is invalid.
His philosophy speaks to why I don't buy Apple products .. lack of choices. While some lament the Android phones and it's associated plethora of choices, that is exactly why I prefer to my only choice being black or white. But I like to analyze and comprehend the impacts of different configurations. I know what I want Mr. Jobs, I need Apple to make devices I want with the options I want. And one of those options is ... lots of options and price ranges. Until then, I'll continue to go elsewhere.
.. it's safe. There have been moments when Apple had true advantages in specific markets, such as graphics design. But for the most part, Apple products were perceived as easy to use and dependable and really were more about packaging existing technologies into better containers that true innovation. Jog button, mouse, GUI interfaces .. all existed before Apple added them to devices.
It's almost like people buy Apple because they don't want to have to think
But Apple did it in a way that meant no thinking was required. Some called it intuitive, yet I and others have stumbled over such idiotic interface choices like using the trash can to eject. And swiping to unlock. Pinching to zoom and unzoom. And holding a button down to power off. Sure, they make sense and are easy to use once you are shown, but that didn't make them intuitive.
I rarely read replies, it's my opinion and if you thought about your opinion a little more, I'm OK with that.
I think that the whole Article is based on a false premise, i.e. that the two approaches are different, while in reality the Apple model is a (successful) subset of the Google model.
In Google, no committee or burocracy has control of the creation model, same as in Apple. in Steve Jobs' Apple, only one person had the control of the innovation process; in Google apparently no one has it, it seems a bit like trying to see in the dark by tossing ping pong balls and hearing the sounds.
They DO have one thing in common: no one is tasked of "organizing the process", so the burocracy priesthood, "fill the proper form", " there's no time at the next committee, we have quarterly reports; would june next year suit you?", is nowhere to be seen, or rather is firmly put into place as a service to the cutting edge part, design, production and marketing. The parts of the company that are usually overpowering in a normal organizations are simply not there on a decision making level.
Incidentally, and I quote "John Kao, an innovation adviser to corporations and governments" has a sysiphean task; It's the existence of these layers that makes the organizations wilt in the face of change, not their inadequacy, so I think his business card in my view should state "lost causes" as a specialty.
"If a boss demands loyalty, give him integrity. But if he demands integrity, give him loyalty." (John Boyd, 1927-1997)
Whether you consider the resulting innovation top-down or bottom-up really depends on the context of that person within their organization. (And if you are in the organization, it depends on your own position in relation to that person).
Consider a manager in a company like Google who has 20 people reporting to her. Imagine that this manager has a vision of some innovation she believes she can achieve through the work of her 20-strong team, and so she manages the team in an extremely hierarchical and directed way in order to achieve it. She sets goals for individuals, she approves all design decisions, she vetoes any aspect of the project - at any level - that she doesn't like or that don't fit into her vision of how the result should look.
If the result of this process is ultimately perceived to be some Great Innovation (say, something like Google Maps), then outside observers are very likely to point at this as an example of why "bottom-up" is the best way to get innovation. After all, the manager was low-level, and was operating outside the direct influence of upper management, such that the innovation "emerged" rather than was designed from the top down.
Yet this same scenario tweaked such that the manager is instead the CEO of a 20 person company suddenly looks like the epitome of "top-down" hierarchy a la Steve Jobs. People will point at the CEO and say that she is controlling and hierarchical. But, again, if the result is good, this will be used as an example for why top-down hierarchies are "good" for innovation.
I've witnessed this directly in my own career. Several years back, as the lead of a team of ~20 people, I developed "innovative" new products that were not dictated by upper management of my 2000-person employer. It was seen as 'bottom-up' innovation in the organization, even though I was fairly hierarchical with the team and driving them to my vision. No matter, it was 'bottom-up' because I was innovating without being instructed by my bosses. Flash forward to being CEO of a 40+ person company with a ~20 person product/engineering team. The same characteristics that brought me success and the perception of "bottom-up" success at the large company are now perceived as "top-down" and controlling in this organization.
Hey, 1994 called, and they want their objections to apple back. "using the trash can to eject"? seriously?
Yes it's an obsolete issue, but it's mind-bogglingly non-intuitive.
Many people who understand how things work are baffled by some current Apple UI choices. Not that this means Apple's choices are wrong; they're just not intuitive to everybody.
Apple products aren't right for everyone. That's all.
Search and Adwords are intertwined. You can't really separate them if you're talking about these products in the context of revenue creation.
Android, on the other hand, is a net loss for Google. 2/3rds of search traffic on mobile comes from iOS devices for all that marketshare Andy Rubin keeps talking about. Android development costs + Motorola acquisition put the entire project in the red by about 15bn+.
Google doesn't have 3. It has only one product that generates billions. All roads lead to Adwords and that's 97% of Google's revenue.
It's almost like people buy Apple because they don't want to have to think...
You probably meant this as an insult, but the wording is accurate. People buy Apple products because they do not want to be *forced* to know the smallest technical details as if they intended to build the product themselves. If someone is technically oriented, they can still have lots of fun digging into things like the free Xcode IDE with modern LLVM based compilers and git source control.
It's nice to have the choice of just using a product and being able to dig into the technical details if you want.