Apple's Phil Schiller: "We don't use any customer surveys, focus groups, or typical things of that nature"
posted by Ray S. / Aug 01, 2012, 5:07 AM
Well, that's at least when it comes to the product creation process:
"We don't use any customer surveys, focus groups, or typical things of that nature. That plays no role in the creation of the products."
Apple co-founder Steve Jobs was known to be an opponent of market researches in the traditional sense of the word, often alluding to the idea that it isn't the consumer's job to know what they want in a product. As you might guess, Jobs thought this was Apple's job.
Phil Schiller seems to be holding a similar stance, saying "you never ask people 'what features do you want in a new product? You need to accumulate that yourself."
Still, at least two relatively recent researches by Apple have been found, showing that the company does use such techniques from time to time, for one reason or another. Still, it sounds like when it's designing a new product, Apple listens to its own people first, and doesn't tolerate much external input.
Phil Schiller's testimony is set to resume this Friday. Stay tuned for more interesting details about the atmosphere and processes within Apple!
Posts: 311; Member since: May 03, 2012
"you never ask people 'what features do you want in a new product? You need to accumulate that yourself." Can you say, dictatorship?
posted on Aug 01, 2012, 5:17 AM 20
No, but I can say walled garden. Completely explains why there isn't an iPhone being sold that has a screen bigger than 3.5". Industry standard has moved on from that size long time ago.
posted on Aug 01, 2012, 7:29 AM 2
Posts: 1476; Member since: Dec 01, 2011
"you never ask people 'what features do you want in a new product? You need to accumulate that yourself." So suddenly 3.5 inch isn't the perfect screen size anymore? Suddenly, the idea of 7 inch iPad isn't dumb?
posted on Aug 01, 2012, 5:41 AM 11
Posts: 4721; Member since: May 17, 2011
that was SJ.. we are under new management.. in case you didnt know..
posted on Aug 01, 2012, 12:43 PM 2
Posts: 3; Member since: Aug 01, 2012
"you never ask people 'what features do you want in a new product? You need to accumulate that yourself." This shows how they put customers in less priority. They would never know what other people want unless they make even just a little effort to know what people want.
posted on Aug 01, 2012, 6:26 AM 9
Posts: 1999; Member since: Sep 16, 2011
This man is telling the truth,Apple never has and never will listen to what their ifans want or would possibly like,Apple simply TELL them what they should want,how much to pay for it and to buy it NOW and thats the bottom line from their point of view. Ifans accept this if the right amount of 'wow,this is cool' and 'this changes everything again' phrases are used to soften the stance
posted on Aug 01, 2012, 6:29 AM 17
Posts: 621; Member since: May 07, 2012
You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new. ~Steve Jobs~
posted on Aug 01, 2012, 6:36 AM 7
Posts: 1999; Member since: Sep 16, 2011
dickwyn that phrase was spoken like a true dictator. A company should always listen to its buying base and see what they actually want and need. From a draconian order point of view the ultimate view of being a success is having your followers under your control and doing (or buying!) everything you wish while simultaneously having them under the belief that you are actually helping them and offering them everything they want,certain Apples success at this has to be noted. Certainly for everyone else being told "This is what you must buy,this is what you want,you think this is cool,wow" is certainly not something which registers well.
posted on Aug 01, 2012, 11:58 AM 3
Posts: 865; Member since: Sep 09, 2009
We don't care what you want, we know what you need. Pay no attention to the man behind the curtain. These are not the Droids you are looking for. Here, drink this Kool-Aid.
posted on Aug 01, 2012, 7:25 AM 7
Posts: 3614; Member since: Jan 19, 2011
Not pro-Apple, and anyone who reads this forum often knows that, but I kinda agree with JessJess and paulyyd on this one. You can argue the product all you want, but not the results. Apple has been extremely consumer savvy, regardless of how it gets it's ideas. They know how to produce good, dependable, user friendly devices. Those that use Macs, iPods, IPads, and iPhones flat out love them. And buy the living crap out of them. Hard to argue success.....
posted on Aug 01, 2012, 10:30 AM 2
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