I just read a great article in which the author compared Apple to a movie studio. The writer, Walt Mossberg, talked about how when Steve Jobs led Apple, they had hit after hit, regularly releasing game-changing products that changed the industry from that point on for everyone: the iPhone, the iPod, the iPad. Each release was radical, genius and revolutionary. Each release set Apple apart, boosted Apple’s credibility and cemented the reputation for innovation that Apple still has today.
Compare that to a movie studio. Each season, to remain top of the game and to achieve that all-important Box Office smash, a movie studio must release a blockbuster. To really rule the Box Office it needs to be different (consumers can’t think, “seen something like that before, won’t bother this time”), it needs to be huge (so consumers think they must see it or they’re missing out: FOMO) and it needs some kick-butt branding, with A-list celebs and all the paraphernalia and McDonald’s Happy Meal toys you can throw at it (that way no one can miss that it’s playing). Think Lord of the Rings, Spiderman, Titanic, Bridget Jones’ Diary.
If we were to look at Apple’s releases under Steve we’d class them as blockbusters, right? They had people talking, they changed the way we did things, they changed what it was consumers expected from their phones and communication devices. They made big (big!) money. Blockbusters. Hits. Big business.
Back to the movie studio business. If a movie does well, it makes sense that the studio decides to do another one – they ride the wave of success with a sequel or two. There’s no need to reinvent the wheel – they just improve (well, hopefully) on the original and watch the fans of the first one turn up to check out what’s changed in the second flick (or third, or fourth, or 29th in the case of Godzilla). Sequels are good: they bring in the punters, they make money, they keep the business ticking. BUT they don’t change the game. They don’t tell the world that you are a revolutionary, innovative business.
So far, under Tim Cook’s reign as CEO, Apple has only released sequels, including the iPhone 5S and the iPad Air. They’re new, updated versions of the originals – but they’re no blockbusters. And, like every studio, Tim Cook is probably more than aware that he needs a blockbuster – and soon – to keep Apple as the one to watch.
What blockbusters have you released in your industry? What products or services or innovations have you launched that have had your competitors wishing they’d thought of it first? To really excel in business, you need at least one to make your name on. If you desperately need a blockbuster to cement your reputation and take your business to the next level, talk to Business Changing for some business coaching and advice: zac@businesschanging.com
Love this. Thanks, Zac
Hey Michelle, thanks. It will be very interesting how it all looks in a few years eh. The interesting thing is that pretty much every business has an Apple / Samsung / Microsoft thing happening, they just do not focus on it enough to really stand out… Hope all is well in CHC…
I read a similar article earlier this week. I don’t believe that Tim Cook would be touting about Apples next bit ‘trilogy’ box set if they weren’t legitimately a few months away. It’d be a pretty shortsighted move for a CEO at this level. I’m personally pretty excited about Apples 3rd and 4th qtr. I am watching for wearable tech and a drastically upscaled iPhone (pending battery issues being resolved) at their upcoming conferences.
Hey Stuart, that is great to hear! I just read http://blogs.ft.com/tech-blog/2014/04/apple-10-q/ so maybe in the not too distant future! Wonder what it will be. Wonder what the competitors will do? Wonder if competitors will beat Apple to it? Wonder who will be suing who (ha)…
I think that the competitors (mainly Samsung) always beat Apple to it. However, I tend to experience that Apple are the first to do something very well. Take watches for example, it’d be a pretty educated guess to back the release of the ‘iWatch’ in September. I’d be surprised if this release doesn’t highlight the Galaxy Gear as mediocre. I think glasses are a while off (2015/16), but based on the patents and staffing acquisitions that Apple are going after it is definitely on the cards. Overall Apple aren’t known for producing mediocre products and then building on them, they have become know for learning from their competitors mistakes and delivering. I do believe that Tim Cook still has to bring a new and highly innovative device to the global marketplace in order to truly step out of Steve’s shadow. Cook doesn’t come across as obsessive as Jobs and that might not play into his favour. I do appreciate Cooks humanitarian side though as it is far more prominent that Jobs’.
Will be really interesting to see if Tim can step out of Steve’s shadow eh Stu… Just read this (gonna be interesting): “If Apple does debut the iWatch later this year, it will face some serious competition. In addition to existing smartwatches such as the Pebble Steel, the Samsung Galaxy Gear 2 and Gear Fit, the iWatch has to contend with Motorola’s Moto 360 and LG’s G Watch. The latter two will be powered by Google’s Android Wear system for wearable devices. We look forward to watching Apple battle its rivals for smartwatch supremacy.”