Believing that technology is too powerful of a force to enjoy without acquired perception and natural intelligence made Apple an outlier. Apple placed a big bet on design (how we use products) and was proven right. The relationships that Apple has formed with its customers aren’t just any connections but rather some of the strongest and most loyal connections in the corporate world. Ultimately, Apple’s design-led culture is the single-most responsible factor behind the company’s ability to expand its installed base to more than a billion people. Instead, one has to look at the processes and culture that made Apple’s silicon efforts possible in the first place. While Apple’s silicon prowess is undoubtedly a key differentiator for the company, the decade-long bet isn’t the fundamental reason why the company is where it is today. Most analysts and pundits have landed on Apple’s custom silicon efforts as the defining source of the company’s success – the single-most important factor in explaining how Apple has been able to stand out from its peers. One byproduct of this change is an increasing number of Apple product boxes that no longer contain “Designed by Apple in California Assembled in China.” The change has implications for how Apple will approach product manufacturing in the 2020s. A gradual change to Apple’s supply chain and product manufacturing apparatus is now underway. One phrase that has become a fixture on Apple device boxes and some Apple products is “Designed by Apple in California Assembled in China.” Those eight words may not mean much to the average Apple consumer, but they sufficiently sum up how a company now worth more than two trillion dollars became one of the largest sellers of consumer gadgets.
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