The Apple iMac, Introduced in 1998

The secret to Apple’s success resides not in a superior operating system.  OS X is a Unix core, that is inherently rock solid and for the most part, bug free.  Apple simply added a slick user interface called Aqua.  Sure, enhancing the UI requires the creativity of developers but doesn’t involve really getting under the hood to look at the core of the computer, much like painting a car makes it look better but doesn’t require a mechanic.

It is not an MP3 playing hard drive.  This is an area that others have done, arguably providing just as good of a solution as the Cupertino company.

The secret is definitely not an online store, or even a touch interface device capable of playing games, placing calls or displaying a web page.  Sure, these have been successful business ventures for Apple.  They’ve made millions and millions from them.

None of the above would have been possible without the real secret to Apple’s success, though.  The real secret is in it’s packaging and presentation of what was an non-glamourous piece of technology, transforming it into an item that captured the imagination and loyalty of countless users.  It started in 1998, with the introduction of the iMac.  The user experience resonated with consumers in a way that few predicted, including Apple, I suspect.  Suddenly a machine that was a portal into digital world mirrored the user’s personality, making it an extension of themselves as they created spreadsheets, edited reports and sent email.

To look at the start of Apple’s success, we need to rewind a little over ten years.  Apple was churning out forgettable machines running OS 9.

Screenshot of Mac OS 9... Oh, the Sweet? Nostalgia

I was using one in my classroom at the time.  At the time, a revision in product design and packaging was well under way as we were introduced to revamped car designs.  The Dodge RAM had achieved massive success with it’s body design morphing from a square on wheels to a curving, organic workhorse.

1995 Dodge RAM

The Volkswagon Beetle, around since forever and relegated to being a symbol of a non-dying hippie spirit, received a fresh coat of paint.  With this, a new generation came to know the German rolling bubble, this time in canary yellow and lime green.

Volkswagon Beetle, circa 1949

Volkswagon Beetle, circa 1995

And what did Apple do?  They took the same guts of the same old computers that they had been producing, that few wanted, and placed them inside bubble-shaped, cheery-colored plastic bodies.

What were the results of this you might ask?  You need look no further than the person next to you using an iPhone or iPod Touch.  It paid dividends.  Over, and over, and over again.  Design matters, in some cases more than functionality.

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