Apple, Inc. is perhaps one of the most monolithic companies in the world when it comes to organizational objectives, but not in the way that you may think. There are no committees at Apple. None. Steve Jobs described their organization in 2014 as set up like a startup. (dfraggd, 2014) Each product has a leader that drives everything about that product. They then all come back together to show where they are progress-wise, and separate back out to continue their work.
As a result of this structure, multiple groups within Apple reach out to clients to determine satisfaction with existing products, needs on new products, and to overall keep the “Cult of Mac” going from a customer perspective (Kahney, 2006). Apple identifies closely with it’s users, and is unapologetic to those who don’t get it. As a result, when conducting research surveys, whether online or in-store, respondents give thoughtful answers which help the market research tasks.
As for organization objectives, Apple reports that when it comes to business customers, and what Apple wants to provide… “Apple hardware, software, and services work together to deliver a seamless experience that just works.” (Business, 2011) This tracks perfectly with the Apple iGlasses which will provide an immersive, Augmented Reality (AR) for everyday business use case that will complement all other Apple products that someone uses in their daily lives.
Currently, failure in market testing would pose a change to the market research findings – not changing the voracity of the testing, but how it is being achieved in this specific product. Should things change, the product focus of iGlasses as currently presented will be challenged and may take a new form. Nothing from an overall organizational perspective would change the focus on the present findings, however.
Our market research has focused on primary and secondary sources, showing a need and demand in the AR space for business, with Apple proving to be a trusted provider in the business technology wearable space that fits the opportunity. Surveys conducted tie users of social media to those who would value being able to reduce screen time on a phone while maintaining visual intelligence about the world around them that AR provides.
At all times when test marketing the iGlasses product, and thereafter, special attention is being paid to legal, ethical and industry standards regarding the ethical challenges that always on AR can lead to. Whether video capture permissions and privacy, or ethical considerations of tracking individuals who are wearing the glasses, or tracking those who are identified by the glasses as being in the area by utilizing matrix facial recognition, privacy and health of users and anyone that may be affected by unintended consequences. Users will be frequently polled to ensure any potential medical or emotional issues which may involve use of the glasses are quickly identified. As it currently stands, our marketing test will include access to a legal/medical “telemedicine” facetime hotline that will allow users to immediately contact apple should any issues arise during the test period.
Our current test is limited in that all possible social media and databases (such as LinkedIn for facial recognition and ratings systems for local establishments) may not be ready at the time of launch. Social Media developers have been recruited from across the landscape, but new platforms arise every day, and incorporating meaningful use of those platforms, in context with the glasses, will take some time – probably longer than the test marketing period. To rectify this, the Apple iGlasses will have an open API distributed to developers. However, crucial cyber-security components have bee incorporated in the iGlasses Operating System to prevent hackers from exploiting that open API in oder to gain control over Apple iGlasses.
dfraggd. (2014). Steve Jobs – Organizational Structure [YouTube Video]. In YouTube. https://www.youtube.com/watch?v=xcTtQ0hiHbE
Kahney, L. (2006). The cult of Mac. San Francisco: No Starch Press.
Business. (2011). Apple. https://www.apple.com/business/