What Would Apple Do?

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Inspirations and ideas

Apple’s must-have products add up to one giant success story. iPod, iPad, iTunes, App Store…the list goes on.

So what’s their secret? What makes Apple the most innovative company on the planet?

The answer: Apple does exactly the opposite of what any other company would do.

Unlike the competition, Apple develops devices and programs by concentrating on a small number of functions. Forget complex market analyses. Forget asking customers to help develop products. And, unlike Google and other internet giants, it wants you to pay for them. Apple combines traditional business thinking with the endless opportunities of the digital age.

In this brave new world where brands and products are dragged into the opinion marketplace, What Would Apple Do? (short and sweet, just how Apple would do a book) brilliantly and concisely reveals how you can learn from Apple to develop compelling business ideas and market them successfully.

  • Genre General Management
  • Language English
  • Format Paperback
  • Page Count 208 pages
  • Release Date 1-May-2014
  • ISBN 13 978-81-8495-563-7

“Beckmann [explains] the business tactics that make Apple unique.”

The Times, London 

“A smart book… like the concept of Apple itself. ”

Evening Standard, London 

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About the Author

Dirk Beckmann

DIRK BECKMANN, born in 1969 in Gelsenkirchen, Germany, is an entrepreneur, author and lecturer. The main subjects of his work are digital business models, new technology and Design Thinking. While studying economics, he founded the digital communication agency artundweise where, as managing director, he is responsible for customers including Kraft Foods, Kellogg’s, Mars and other well-known German and international companies. The German edition of this book was nominated for a German Business Book Award. He teaches ‘Marketing in the Digital Age’ at Bremen University and lectures at numerous congresses and events.