Apple's Phil Schiller: "We don't use any customer surveys, focus groups, or typical things of that nature"

Apple's Phil Schiller:
Philip Schiller, Apple's SVP of Worldwide Marketing, is among the first people on Apple's list of witnesses who will testify at the Apple vs Samsung trial. The key executive began his testimony on Tuesday, but had to pause it after only a few minutes, as it was time for the court to wrap it up. Nevertheless, during his brief appearance, Schiller revealed an interesting fact about how Apple does market research: it doesn't.

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!

source: AppleInsider

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43 Comments

1. SonyFTW2020

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?

9. Aeires unregistered

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.

12. JessJess unregistered

Did it? I guess that's another reason why the 4S sold only 26 million.

14. Aeires unregistered

People who were set on buying an iPhone had no choice, 3.5" or buy something else. How many phones were sold that had screens bigger than 3.5"? A lot more.

15. Fallout09

Posts: 421; Member since: Oct 17, 2011

Yes it did. Open your eyes and take off your Apple colored glasses. There is a beautiful world of so many possiblities of sizes and shapes out there.

25. gallitoking

Posts: 4721; Member since: May 17, 2011

does Obama ask you what direction the U.S is going etc...

42. InspectorGadget80 unregistered

This is not politics.

2. RapidCat

Posts: 351; Member since: Jun 12, 2012

iThink,iGot the answer

3. frydaexiii

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?

4. SonyFTW2020

Posts: 311; Member since: May 03, 2012

Shows you how much weight that statement holds.... :(

16. gwuhua1984

Posts: 1237; Member since: Mar 06, 2012

Not to mention the possibility of the new iPhone screen being 4 in.

26. gallitoking

Posts: 4721; Member since: May 17, 2011

that was SJ.. we are under new management.. in case you didnt know..

34. SonyFTW2020

Posts: 311; Member since: May 03, 2012

yea under android influenced management, you do know that iphone fans are asking for android ideas by now don't you?

5. humblebee

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.

27. gallitoking

Posts: 4721; Member since: May 17, 2011

so Android does listen to their customers?.. really?..

6. andro.

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

7. dickwyn

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~

11. humblebee

Posts: 3; Member since: Aug 01, 2012

It's Steve Job's lame excuse just so he can do whatever he wants. He keeps assuming things like he's some kind of a genius who knows everything about how people thinks.

13. JessJess unregistered

True. It's not like his ideas ever got Apple anywhere. Oh.... wait.

30. darkkjedii

Posts: 31323; Member since: Feb 05, 2011

Steve jobs doesn't assume anything, or make excuses. He's deceased idiot.

31. EclipseGSX

Posts: 1777; Member since: Oct 18, 2011

Thank god, now Apple can start making some real changes

23. andro.

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.

29. gallitoking

Posts: 4721; Member since: May 17, 2011

marketing tells you what to buy.. so go buy the new jordans.. only 300 dollars... and you better like it.. or you will not be cool

32. networkdood

Posts: 6330; Member since: Mar 31, 2010

sub the word jordans for iphone....

35. SonyFTW2020

Posts: 311; Member since: May 03, 2012

hahah that is "Partially" true....People are "cool" with a variety of different shoes....

43. InspectorGadget80 unregistered

Anything made by apple their fans will buy it. They probably will buy it and not ask what they want.

8. ibap

Posts: 867; 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.

36. SonyFTW2020

Posts: 311; Member since: May 03, 2012

hahahha O MY GOD!! Hilarious!

10. paulyyd

Posts: 340; Member since: Jan 08, 2011

Lol u guys mad?

17. snowgator

Posts: 3621; 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.....

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