Nokia spent about 4 $billion in R@D in 2010. Apple spent about 1 $ billion. If you were to measure innovation as a metric ( may be in terms of the no of successful products per 100 employees?, sounds very crude but i will stick to this for lack of an alternative ) , the per capita output of Apple is about 10 times that of Nokia. What is behind this phenomenal ‘innovation productivity’?
More detailed breakup of Nokias R & D is here
A Disciplined approach to innovation is probably what i would say is behind Apples phenomenal success. But that is just summarizing half the story without going into details. The real reasons for Apple success would be
- A fanatical devotion to innovation at all levels of the Company, they try to ingest innovation into the very companys DNA
- Engender innovation into the employees psyche as if it is a a cult
- Willingness to throw away any product , except the best. Steve Jobs puts it as “get rid of the crappy stuff” ( this means saying ‘no’ to 1000s of things
Of course there a few Apple-specific ways of working, that are also behind the companys success. Design-centric products, and focusing on entire ecosystems/portfolios rather than disconnected products and extremely focused and unique branding of the company both to its employees and consumers. I would call these as very specific to Apple and may or maynot be relevant to other companies.
No doubt, lot of process and ways of thinking at Apple have been shaped by Steve Jobs. Some companies attribute the success to Stevge Jobs along, quipping Apple has “Steve Jobs”!. The great products from Apple owe their success to not just Steve, it would have been possible only with a large no of designers, coders and marketeers. I bet, a large no of Apple employees probably also share Steves way of thinking, and have played a very critical role in the product successes.
Coming to Nokia, as an example, where did all the 4 billion R @ D budget go. And why did not the $ 4 billion prevent HTC eating into Nokias market share? Personally, my answer is ery blunt, the money drained down the mouths of several highly paid execs at Nokia who were supposed to be in charge. These executives suck a lot, and they dont know by how much they suck. And continue to think , factors beyond their control were responsibvle for Nokias slide.
And this is just underlinining one of the common truths about all big and successful companies. They ( usually ) become slothful and complacent and do not want to rock the boat!. There are exceptions of course, but this is generally true. This is not just true for Nokia, Microsoft is in the same league too ( they spent about $ 9 billion dollars on R @ D last year ! ) .
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