Apple’s Art of War

Apple is the most valuable company in the world today. The main reason for Apple’s success (apart from great products) is how it fights in the mobile war. Apple uses the Guerrilla warfare strategy to make all its competitors bite the proverbial dust.

Strategy 1: Rise from the ashes with infinite wisdom

Guerrilla battle teams rise from the ashes of past defeat with the wisdom required to win. Apple was a fading company in the 90s. With the learning from previous failures, Steve Jobs’ leadership, and the launch of the iPod Classic, Apple rose from the ashes. The rest, as they say, is history.

Strategy 2: Remain hidden until it is ready to attack

Guerrilla battle teams are hidden until they attack the enemy. Similarly, Apple, with its absolute secrecy, ensures that its product strategy is always hidden. Its product lines, features, and components are always shrouded in absolute secrecy before launch. For example, nobody knew Siri was the key feature before iPhone 4S was launched.

Strategy 3: Use its weakness as a strength

Guerrilla battle teams use their weakness as strength. For example, they are small (weakness) and hence extremely mobile (strength). Unlike Windows, that can run on a variety of hardware Mac OS X could only run on the Mac hardware. This exclusivity was perceived as Apple’s biggest weakness. Today, because the iOS runs on iPhones, iPods, and iPads, it thus creates a common framework for Apple Apps. Across various Apple devices, Apple users have downloaded the apps over 25 billion times. This uniformity of hardware and operating system is now Apple’s biggest strength.

Strategy 4: Enjoy Public Support

Guerrilla battle teams enjoy public support – that’s why they win. Similarly, Apple has built a huge cult following over the years that it can tap into. Mac, iPhone and iPod users always remain loyal to Apple. This fan base is a huge plus for Apple since loyal users always upgrade to the newer versions of Apple products. For instance, have you ever heard of people standing in lines overnight for Android or BlackBerry devices?

Strategy 5: Grow stronger as the enemy grows weaker from within

Guerrilla battle teams draw their strength from the weakening enemy. This tendency is psychological as well as practical. As RIM constantly reduces the price of the BlackBerry Playbook, it shows that the BlackBerry Playbook is not worth the original price. HP shutting down its tablet business signifies defeat. The weakening and dying enemies help Apple grow stronger psychologically as well as in market share.

When Sun Tzu wrote the Art of War, I’m sure he did not think Apple would use it to reach the zenith of excellence and success!

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Laptop, Netbook, Tablet or Smartphone?

The problem: I already have a desktop at home as my primary computer. I am trying to choose my secondary device to carry around with me. I am looking for something that I can travel with and also take with me to the local coffee shop. I am interested in social networking, writing blogs, Google Maps, and e-mails, but nothing much else.

Following are the options:

Laptop: Carrying a laptop has its own advantages and disadvantages. A laptop is a complete system with a lot of processing power. A good laptop has enough battery to last you a long time. With a large screen, and multiple programs installed, a laptop is a good workhorse to carry around on a day to day basis. On the downside, it is heavy, bulky, and comes with a lot of accessories that need to be carried around. The power cord, the laptop case, and the mouse (an optical mouse or a magic mouse for a Mac).

Netbook (Ultrabook): The best part of the netbook is its battery power. Most netbooks have a battery life of around 8 to 10 hours (the ASUS Eee PC 1000 HE). However, it has a small screen without a CD/DVD drive. A netbook is slower and mostly used for travel. A netbook is very compact, but can be used only for email or basic surfing. Once you start doing some advanced word processing or graphics, and the netbook starts stalling.

Tablet: A Tablet is a very good option IF you don’t need to type a lot. Most tablets are very good for multimedia, movies, and social networking. If you need to type a lot, you need to have an external keyboard. A tablet does not have tactile feedback and you don’t feel it when you have pressed a key. Some tablets can play a sounds when a key is pressed. Also, in some tablets, the key is highlighted when you press it. Other than that, there is no tactile feedback. A good bluetooth keyboard is very important for a tablet in case you need to do a lot of typing.

Smartphone: A Smartphone is a very good option if you want to make and receive calls (and stay connected to the Internet). You can use a smartphone for emails, social networking, and apps. The smartphone is always connected to the Internet. The best part of a smartphone is it does not need to be booted up like a netbook or a laptop. Since smartphones are basically phones, they are always ON. Using a bluetooth keyboard, you could always type a lot of long emails or blog posts. The screen is small, but with a slightly larger font, it would be readable from a distance, say top of a table.

Assuming you don’t want to invest in a laptop or a netbook and you want something as your ‘secondary’ device, a tablet or a smartphone can serve as a very good option.

How do you choose your secondary device? Here’s how you can decide. Which of the following features do you want to use the most?

  • Internet
  • Social Media
  • Games
  • News
  • Email
  • Blog
  • Camera
  • Movies

Once you zero down on what you want to do, we could probably choose the best device. Tablets are really cool since they can do all of the above (with an external keyboard of course!).

Let us assume you just want to type long emails or blog. And you also like to interact with people using Facebook. If you don’t want to watch movies or do anything advanced on your device, maybe a smartphone with a keyboard would be a good idea.

If you would just like to use the device for blog posts or long emails, it might be ok to have a small screen. You could just get a bluetooth keyboard and type away!

This is what your setup (smartphone with a bluetooth keyboard) would look like:

20120311-175532.jpg

However, if you want to do something rich in multimedia, watch movies or just edit photos, you might want to go for a tablet.

Comparing a large and small screen might seem funny, since this is what the comparison would look like:

20120311-175613.jpg

But you can’t really carry around your iMac, can you?

Another good device (which the ad classifies as both a tablet and a smartphone) is the Samsung Galaxy Note. The Samsung Galaxy Note is slightly bigger than smartphones but definitely smaller than a tablet.

Once devices like the Samsung Galaxy Note enter the market, the decision just gets more difficult. In a world where you need to decide between netbooks, laptops, tablets, and smartphones what would you call the Samung Galaxy Note?

The decision just became harder.