Why apple is good

6 Reasons Apple Is So Successful

Apple’s iPads and iPhones are displayed inside an Apple store in New York City on Dec. 7, 2011

One of the more interesting questions I get asked about as an industry analyst who’s followed Apple since 1981 is why Apple is so successful. It’s an honest question because to those unfamiliar with Apple, the company’s rise and current dominance in non-PC devices is somewhat puzzling.

Most people have a working understanding of the fact that Apple lost the PC wars to Microsoft, and only nominally understand that when Apple created the iPod and then the iPhone, the company started to go in a new direction. And anyone who’s gone into an Apple store knows full well that Apple’s customer service and stores represent the gold standard for selling and supporting tech gadgets. But beyond that, the reasons why Apple is really successful are still a mystery to many.

There are plenty of books about Apple that talk about everything from Steve Jobs’ history to tenets of Apple’s business models to secrets about Apple’s internal-management ideas. However, after years of watching Apple up close and personal and having to deal with every one of their CEOs, as well as interacting with various Apple execs over the years, I would like to suggest that the reasons the company is successful can be boiled down to six key principles that make it very hard for competitors to compete with Apple.

1. For any product that Apple creates, the people who create it have to want it themselves
So many times with projects I do with other tech companies, the goal is almost always based around the technology first, followed by whether or not people really want to use it. Geeky engineers are dazzled by the technology at their disposal and often create something because they can. But Apple’s approach is quite different. The engineers who are creating Apple products actually make them for themselves. And Jobs was the chief “user” of Apple products when he was alive. All of Apple’s products are based on the fact that Jobs represented the real customer. And his engineers had to come to grips with that when designing a product. It has to be something that they personally couldn’t live without.

2. The products have to be easy to use
Jobs was a stickler on this point. While industrial design is a critical component of any product Apple makes, if it is not easy to use, it is considered worthless to the consumer. This is what drove the company’s user-interface designs from Day 1 and is still the mantra pushed to the software and hardware engineers every day they go to work. All of the products they create have to be intuitive and easy to understand and learn. As technology has become more intricate and users want more features, the task of keeping things simple is sometimes difficult. And Apple creates tools for power users and rookies, which can mean a broad range of ease-of-use issues. But even with that, Apple is the only company I deal with where ease of use is more important than the product itself. Apple makes this a critical goal of its approach to creating anything for the market.

3. Keep things simple
I was in Paris in the past two weeks and had talks with various French telecommunications officials about many mobile-computing issues. But one conversation I had in particular emphasizes this keep-it-simple point. We were discussing how to compete with Apple — a major pastime for all Apple competitors and carriers these days — when the question of why Apple is really successful came up. And one exec nailed it when he said he felt that the real reason Apple is successful is because it has one product; in this case the iPhone. It minimizes the decisionmaking process for the consumer by making things simple. The person speaking was with a carrier in France, and he said that in their stores, they have to have as many as 25 different models of phones available. That makes it hard for his staff to be really knowledgeable about all of them all of the time, and their customers just have too many options to choose from.

But Apple only has one iPhone model, and anyone who has gone into an Apple store understands that every staff member there knows a great deal about each of the four major products carried in its stores. Apple doesn’t have five iPhone models to choose from; it has only one. While this may seem limiting given the amount of smart phones available to users, the truth is the reverse. Our company has done consumer research for over 30 years, and consumers constantly tell us that while choice is nice, in reality they want the process of choosing a tech product to be simple and not complicated by a plethora of choices.

Yes, there are tech-savvy people who like more choices and sometimes even like complexity, but from years of experience as a market researcher, I can tell you that in the end, the majority of users are not tech-savvy, and keeping things simple for them is a plus. Apple understands this in spades and is never tempted to add multiple versions of an iPhone, iPad or even more than one or two types of iPods. This makes buying an Apple product simple. And consumers seem to appreciate this considering the huge number of iDevices that are sold each year. I know the tech media and techies are the most vocal about this issue of choice, but in the end, while choice is good for competitive pricing, what nontechie consumers really want is simplicity.

4. Offer great customer service and in-store experiences
Jobs understood one of the major conundrums of technology: even if you create products that are easy to use, the variety of things that people want to use technology for often creates complexity. Because of this, consumers at all levels may need some hand holding from time to time. I was one of the most vocal critics of Apple when it introduced its first retail store in Tokyo in 2002. I thought it was crazy for Apple to try and go into retail. At the time, and even today, tech retail stores are in decline while big-box stores like Costco and Walmart sell products on price and nothing else. I thought that if price were the issue, an upscale retail store would be DOA. Wow, were other naysayers and I wrong about Apple’s retail strategy.

Apple uses this conundrum to its advantage. Because it keeps product SKUs simple, the salespeople inside the stores know the products really well. Notice that when you go into an Apple store and are greeted by one of the sales staff, you’re not asked, “How can I help you?” Instead they ask, “What would you like to do today?” They go right to the heart of any technology user’s question, a question that’s always related to what they want to do with the technology the user is interested in.

And once you explain your needs, they take care of it on the spot in most cases. Or if you need more hand holding, they turn you over to the Apple Geniuses. No wonder 50% of people buying Apple products are new to Apple. Apple’s products are simple to understand and use, but if you do have a problem, Apple can take care of it at their stores or over the phone quickly.

5. Apple only makes a product if Apple can do it better
Apple normally doesn’t invent a new product or product category. Sure, the company did invent the first commercial PC with the Apple II, and the Mac improved on PCs with a graphical user interface and mouse input. But since then, all of Apple’s other products have been recreations of existing products. Apple did not invent the MP3 player; Apple reinvented it and made it better. Apple did not invent the smart phone; Apple reinvented it and made it better. And Apple did not invent the tablet; Apple reinvented it and made it better.

As Apple designer Jonathan Ive said recently, “Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it.” Clearly, Apple applied that thinking first to iPods, then smart phones and more recently, to the iPad.

6. Apple stays at least two years ahead of its competitors
This is the one that scares Apple’s competitors the most. While those competing with Apple are just getting products to market that are competitive, Apple is already working on the products at least two years out. For example, the new iPhone that will most likely go to market in October was designed and signed off on two years ago. And the iPhone the company is working on now is for the fall of 2014. The same goes for the iPad. The new iPad that we will most likely see next March was signed off on two years ago. The one that’s being worked on now we will probably see in 2015. This is a nightmare for Apple’s competitors and will continue to be for some time.

Besides having geniuses in design, software and retail, Apple also has the cash to invent components, manufacturing processes and things like that, which almost makes it impossible for the competition to make any real headway against Apple. And don’t let the fact that Android has become the No. 1 smart-phone operating system make you think that it’s the big winner. Yes, Android has gained ground by the sheer numbers of companies and products pushing Android. But the real measure of success is in the profits, and Apple is making as much as 70% of all the profits in smart phones and about 85% of the profits in tablets. Just ask any Android competitor which they would like more, market share or profits. You’ll get the answer relating to the real measure of success in this market.

These six principles may seem a bit simplistic given the fact that Apple also has great software, industrial design and a powerful ecosystem of content, apps and services as part of the company’s success equation. However, I can tell you that from my three decades of following Apple, it’s these six key principles that are what really makes it successful. And as long as it adheres to them, it’s pretty likely that Apple will continue to grow and command a relatively large share of the market in the company’s product categories where it competes.

Bajarin is the president of Creative Strategies Inc., a technology-industry-analysis and market-intelligence firm in Silicon Valley.

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7 Outstanding Health Benefits of Apples

Discover why nutrition-packed apples may indeed help keep the doctor away.

It’s that time of year again: apple-picking season. And there are a number of good reasons why you’ll want to fill up a basket.

Not only do apples taste delicious on their own or when added to dishes but they come loaded with health benefits. “Apples have been linked to numerous health benefits, including improved gut health and reduced risk of stroke, high blood pressure, diabetes, heart disease, obesity, and some cancers,” says Jessica Levinson, RDN, a culinary nutrition expert in Westchester, New York.

According to the U.S. Department of Agriculture, a medium-sized apple is a good source of fiber: It contains 4.4 grams of fiber, covering 16 percent of the daily value (DV). Also, the same apple offers 8.4 milligrams of vitamin C, providing more than 9 percent of your DV, along with small amounts of other vitamins and minerals.

Sarah Gold Anzlovar, RDN, the Boston-based owner of Sarah Gold Nutrition, suggests adding them to salads or to a grilled cheese, making baked apples for a healthy dessert, or cooking up some pulled chicken with apples in the slow cooker for an easy lunch or dinner.

“All apples offer benefits, though the nutrition and antioxidant content will vary slightly from one apple to another — the best one to eat is the kind you enjoy,” says Anzlovar.

Here’s why else the phrase “an apple a day helps keep the doctor away” may have some truth to it.

7 Impressive Health Benefits Of Apples

1. Apples May Lower High Cholesterol and Blood Pressure

Savor a juicy apple and you may help keep your ticker healthy in the process. “Studies have linked apple consumption with reduced risk of cardiovascular disease, which may be related to the cholesterol-lowering benefits of the soluble fiber found in apples,” says Anzlovar.

Soluble fiber dissolves in water to form a gellike material, according to the Mayo Clinic. According to the University of Illinois, soluble fiber helps prevent cholesterol buildup in the lining of blood vessel walls, therefore lowering the incidence of atherosclerosis (restricted blood flow in the arteries due to plaque buildup) and heart disease. It can also help lower blood pressure levels. A study found that a higher intake of soluble fiber was associated with a decreased cardiovascular disease risk.

Research shows that eating apples (or pears) regularly was associated with a 52 percent lower stroke risk. Furthermore, a study published in February 2020 in The American Journal of Clinical Nutrition found that eating two apples a day helped study participants lower both their LDL (“bad”) cholesterol and triglyceride levels.

RELATED: How to Eat Right for Heart Health

2. Eating Foods With Fiber, Including Apples, Can Aid Digestion

You’ve likely heard that fiber is good for digestion — and what you’ve heard is true! According to Harvard Health Publishing, both types of fiber (soluble and insoluble, which means it can’t be absorbed in water) are important for digestion. And you’re in luck — apples have both types, according to the University of Illinois.

Soluble fiber helps slow down digestion, allowing you to feel full, and also slows the digestion of glucose, which helps control your blood sugar. Meanwhile, insoluble fiber can help move food through your system and aid with constipation and regularity, per Harvard.

Just be sure to eat the apple skin, which contains much of the apple’s insoluble fiber, according to the University of Illinois.

3. Apples Can Support a Healthy Immune System

Who doesn’t want a stronger immune system going into autumn? Apples might be an important tool in your immune-supporting tool kit.

According to research in animals, a diet filled with soluble fiber helped convert immune cells that were pro-inflammatory into anti-inflammatory and immune-supporting ones. Another animal study, published in May 2018 in the journal Immunity, found that a diet high in dietary fiber protected mice against the flu. Whether those effects would be seen in humans is unclear until there are more studies.

Still, there’s reason to believe that apples may bolster immunity, in part because they contain immune-boosting vitamin C. A review published in November 2017 in the journal Nutrients found that vitamin C plays many roles in helping the immune system function, such as by strengthening the epithelial (a type of tissue) barrier against pathogens and guarding against environmental oxidative stress, such as pollution to radiation, according to research.

4. Apples Are a Diabetes-Friendly Fruit

If you have type 2 diabetes, consider adding apples to your diet. Sure, they’re a fruit, but it’s a common misconception that people with diabetes can’t eat fruit.

In this case, apples’ soluble fiber can help slow the absorption of sugar into the bloodstream and may improve blood sugar levels, the Mayo Clinic notes. Plus, per Mayo, a healthy diet that includes insoluble fiber can lower your odds of developing type 2 diabetes in the first place.

Furthermore, a study of people with type 2 diabetes published in August 2016 in Experimental and Therapeutic Medicine found that regularly consuming soluble fiber helped reduce insulin resistance and improved blood sugar and triglyceride levels.

5. The Antioxidants in Apples May Play a Role in Cancer Prevention

While there’s no one surefire way to prevent cancer, apples could help play a role. “Apples may reduce the risk of certain cancers, which researchers speculate is related to the antioxidants found in apples,” says Anzlovar. Research suggests that apples have a very high level of antioxidants, and in laboratory studies, these antioxidants have been shown to limit cancer cell growth.

A review published in October 2016 in Public Health Nutrition found that eating apples regularly is associated with a reduced risk of certain cancers, including colorectal, oral cavity, esophageal, and breast cancers.

The fiber in apples may provide cancer-preventing perks. A study published in March 2016 in the journal Pediatrics found that women who ate more high-fiber foods during adolescence and young adulthood (especially lots of fruits and vegetables) had a lower breast cancer risk later in life.

And another study, published in January 2019 in the journal The Lancet, found that a diet high in dietary fiber could protect against colorectal cancer and breast cancer, as well as type 2 diabetes and cardiovascular disease.

6. Eating Apples Can Support Healthy Weight Loss

A diet rich in fruit (and vegetables) can help you maintain a healthy weight — or shed pounds — according to the Centers for Disease Control and Prevention.

Because apples are filled with dietary fiber, they are high on this list. “Fiber slows digestion and the rise of blood sugar, keeping you satiated and less likely to overeat,” says Levinson.

According to that study in The Lancet, people who ate the most fiber had a significantly lower body weight. Research shows that overweight women who ate three apples a day lost 1.22 kg (2.7 pounds) after 12 weeks.

At only 95 calories for a medium-sized apple, this fruit is one you’ll want to keep on hand when sweet cravings strike.

7. Apples May Help Prevent Alzheimer’s Disease

Time to start eating more apples and other flavonoid-rich foods like berries and tea. Research published in August 2020 in The American Journal of Clinical Nutrition found that adults age 50 and older who included only a small amount of flavonoid-rich foods like berries, apples, and tea in their diet were a whopping 2 to 4 times more likely to develop Alzheimer’s disease and related types of dementia over 20 years compared with people who ate more flavonoid-rich foods.

On top of that, a review published in January 2020 in the journal Biomolecules found that quercetin, a flavonoid found in apples, protects neurons from oxidative damage and contains other anti-Alzheimer’s disease properties, too. But, the researchers say, more research needs to be done outside of a laboratory setting.

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