
Apple’s Senior Vice President of Worldwide Marketing, Phil Schiller, recently said in his brief time on the stand at Apple vs. Samsung court proceedings that Apple doesn’t rely on “typical” market studies to create its products. According to CNET, Schiller only had a few minutes before his testimony was cut short but during the time he did have, he managed to give the jury tidbits of inside information before Tuesday’s proceedings wrapped up. Ina Fried took notes of Schiller’s testimony in her AllThingsD blog, which stated the following:
So far he’s given his name, title and role and confirmed it was he that Steve Jobs sent the vacation photo to at the 2007 MacWorld introduction of the iPhone.
Schiller also detailed the systematic process Apple has for introducing new products, a cross-functional effort with the unexciting name Apple New Product Process (ANPP). Marketing is an equal member of the team, Schiller said, because Apple wants to make sure customer needs are represented.
That said, Schiller said the company doesn’t use any customer input into the creation of our products.
“It’s not a customer’s job to know that so we don’t ask them that,” Schiller said.
Schiller also detailed the systematic process Apple has for introducing new products, a cross-functional effort with the unexciting name Apple New Product Process (ANPP). Marketing is an equal member of the team, Schiller said, because Apple wants to make sure customer needs are represented.
That said, Schiller said the company doesn’t use any customer input into the creation of our products.
“It’s not a customer’s job to know that so we don’t ask them that,” Schiller said.
Whether Apple does or doesn’t rely on market studies to create its products, the company does in fact seem to know what consumers want. Apple seems to be gaining ground in the U.S. smartphone market, has a whopping $56 billion in expected sales for the holiday season, and seems to have many consumers at the edge of their seats awaiting news of the upcoming rumored “multiple product launches.”
We’ll be hearing more from Phil Schiller when the Apple vs. Samsung trial resumes on Friday.
Source: AllThingsD, CNET
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