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October 10, 2022

Inside corporate success: Apple.Inc - From Empathy to Experience Design Principles (Part 1)

As technology progresses, products that are already oversaturated do not compete in terms of function or features. Design and Experience are currently in the lead. On the first day of Apple, Steve Jobs told all of his staff, "Developing a great product has a lot to do with the process of making the product, how you learn things, apply new ideas, and discard old ideas."

Apple's use of design as a tool to create surprises and excitement in the user experience is reflected in how Apple helps customers perceive the product via each of the senses, such as feeling a Macbook keyboard or experiencing unpacking iPhones... Helped Apple in achieving success in the Design and Experience battle.

Surely there must be strategies inside, the goal, the mission that Steve Jobs has entrusted to Apple, and learn the Apple rules that lead to success for this company today. 

Experience design makes a difference

Design and its integration into company culture is a design that can have an important effect. Apple is one of a few public firms that understand the value of design and application in its products and services. The simple design, metal shell, and smooth and flexible functioning of the operating system distinguish Apple from dozens of other technology products.

Core elements of Experience Design


There is only one chance for products to create a good first impression. Customers will immediately notice a product's or service's aesthetics (beautiful, elegant, charming, etc.); these are their first impressions. Apple is aware of these ideas and integrates them into its designs to elicit a customer's initial reaction in a number of ways, such as:

  • Thin: It is clear that Apple devices are always made to be as slim as they can be. By highlighting a thin metal edge and hiding the remaining thickness in a curved bottom form, Apple designers were able to optimize the MacBook Pro's appearance of thinness.
Macbook Pro is designed to hide the thickness with the slim bottom metal border.
  • Tactile: Apple gives a lot of attention to how the product feels to use, both physically and visually. Instead of covering it with composite structures, metal is used to improve the sense of substantial.
The metal edge is made to feel substantial
  • Simple: Simplicity is the critical component of Apple's design philosophy. Every Apple product is precise, symmetrical, and geometric (the mouse has a button, the product label is printed in matte silk, entering the store is like entering an art museum, etc.).
Apple has always designed the simplest.


Many businesses invest much in R&D, but Apple stands apart because it puts technology in a position to change the world. Innovation is reflected in various ways by Apple's creations, including:

  • Human: Steve Jobs stated that they "always need to start with the consumer experience and go back to the technology" during the developer conference in 1997. Apple created the virtual assistant Siri to make using a user's phone more authentic by taking into account the user experience.
The virtual assistant Siri assists the device in becoming a friend to the user.
  • Elegance: Other computer manufacturers include latches to connect the screen and keyboard in laptops, but Apple was the first to design a perfectly tuned spring-loaded hinge that is strong enough to keep the screens closed but weak enough to allow the user to open them without holding the bottom half of the laptop.
One hand is required to open the laptop.


Charisma has always been a characteristic of companies that want to create extreme emotional attachment for users. Products and services are attractive when it can help users feel cared for and understood their needs.

Some companies and brands have an irresistible appeal to customers because of the clever strategies they offer. Apple, despite being a company with a very small number of products, is the most valuable company in the world because of its appeal in everything that affects users' purchasing decisions.

The Apple Store is more than just a place to buy things; it's also a place for customers to explore, get support, and attend seminars and other activities in an open, airy, and beautifully designed environment. Apple Stores optimizes the greatest aspects of a shop while minimizing the details.

The Apple store is beautifully decorated.

Furthermore, whenever a new product is announced, Apple's appeal emerges from stories about new product designs, long lineups at Apple Stores to purchase devices, and, most importantly, the presentations of Steve Jobs and now Tim Cook. Because of these factors, Apple has always had an unique attraction to a technological firm.

Tim Cook's speech during the 2022 new product launch campaign.

What we learned from Apple?

Design can make a difference for a company if it knows how to capture and utilize its power to create a connection between the product and the user. To do that, those factors of Beauty, Ingenuity, and Charisma need to be considered and need to be reflected in every touch point of the customer. When these are achieved, your product or service will stand out even in any business.

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