Chapter 52 Section 5 details, or details

In an interview with BusinessWeek in 2004, Jobs said: "Innovation comes from saying 'no' to 1,000 things to make sure we don't go astray or toil in vain. market. But only by learning to say 'no' can you focus on the things that really matter." In 2002, when Jobs was negotiating with major record companies on the copyright of online music, Apple had already begun to design the application interface of the upcoming iTunes music store.At one point, Hilary Rosen, CEO of the Recording Industry Association of America, witnessed Jobs discuss user interface design with engineers.At that time, Jobs and the engineer were sitting in front of the computer, arguing over a design issue.Rosen found that Jobs and the engineers were concerned with arranging three words on an area on the screen about the size of a post-it note.Rosen couldn't help feeling: "Steve Jobs paid so much attention to details."

Perhaps, paying attention to details, paying attention to details, and demanding details is just a way for Jobs to achieve his perfectionism.Without attention to detail, Jobs' quest for the perfect work of art could only be lip service. Cordell Retzlaff, who was in charge of the design of the Macintosh user interface, recalls: "Jobs would go over every detail on the screen pixel by pixel to make sure that the relevant images were aligned correctly. level. If there was a problem, Jobs would immediately yell at some engineer." Retzlaff's scroll bars for the Macintosh weren't a particularly eye-catching part of the overall GUI, but Jobs just wasn't happy with the scroll bar design.He hopes that even small elements like scroll bars should have more artistic visual effects.For this reason, Retzlaff's team repeatedly modified the design plan, but Jobs just didn't agree. He either thought there was a problem with the size of the arrow or the color was not good-looking.In the end, it took Retzlaff 6 months to come up with a scroll bar design that satisfies Joe's gang. With such a lot of details, it's no wonder that the release of the Macintosh had to be postponed many times.

The switch of the Macintosh computer is located on the back of the computer case, so that the user is not easy to accidentally touch the power switch.But Jobs quickly noticed another complication. It was not easy for users to reach behind the case to find the power switch.To this end, Jobs and the designer worked together to design a small area using different materials on the back of the chassis near the switch.In this way, the user only needs to reach out and touch the back of the case, and it is easy to find the position of the switch according to the different hand feeling. Master Ivy also pays the same attention to detail.He said: "Our main task is to pay attention to the most sporadic and tiny details. The details are the most important and deserve considerable energy. Of course, when you pay attention to the details, there must be another voice in your head fighting with you. : 'Will anyone notice this detail?' Yes, I know that most users don't notice the details we have carefully designed, and if they do, they usually don't think it makes sense. But I always believe that, These details will have a strong cohesive force, when many well-designed details come together, users will eventually fall in love with our products."

In terms of demanding details, Apple's iPhone 4 released in 2010 has almost reached the pinnacle. From materials to feel, every detail of iPhone 4 is carefully designed.The smooth texture of the glass and the matte texture of the metal frame are seamlessly matched on the same mobile phone. Every curve, every groove, and every corner is the design team's relentless pursuit of beauty. In the manufacturing process, Apple stipulates that the seam spacing of the main parts of the iPhone 4 should not be greater than 0.1mm. This size is mainly to avoid people's hair being caught when making a phone call.It is said that when Apple tests the iPhone 4, the tester will repeatedly slide the phone on the cheek to make sure that no hair will be caught by the phone-poor tester.

On the volume button on the side of the iPhone 4, the plus and minus signs are two sunken symbols.Apple requires that even the concave part must be smooth and bright.The same is true for the headphone jack. There are detailed regulations on the smoothness of the metal contacts and the slope of the inner edge of the jack. The packaging for the iPhone 4 pushes this attention to detail to the pinnacle.Readers who have just bought an iPhone 4 can do a simple experiment. Use one hand to gently lift the iPhone 4 packaging box from the table without holding the bottom of the box or holding the box cover hard, and let the box containing the mobile phone be inside the box cover Slowly slide down by gravity.You will find that the sliding speed of the box body is neither fast nor slow. In about 8 seconds, the box body completely slides out of the box cover-this is not a coincidence, but a careful design.

Ironically, Apple's design team, which considered nearly every detail, was ultimately held back by the engineering team. When the iPhone 4 was launched in 2010, it suffered a "signal gate". When the user held the metal frame, the antenna of the mobile phone would be disturbed.In order to eliminate the negative impact of the iPhone 4 signal problem, Apple once seemed in a panic, and even Jobs and Joe's gang leader was a little helpless in this small embarrassment. The "signal gate" of the iPhone 4 tells us that even if you are demanding details like Jobs and Apple, there are still times when there is a hundred secrets.There is no end to the pursuit of perfection.

In addition to predicting the future and creating perfect products, Joe's other unique skill - marketing is also an important reason why Apple conquered the world. In fact, at the beginning of Apple's birth, Jobs and Markkula found the marketing public relations company McKinna to formulate Apple's marketing strategy.The famous rainbow apple logo comes from the designer Rob Janoff (Rob Janoff) of McKinna Company. To say that Jobs is good at marketing probably includes two aspects: First, Jobs is very good at using media advertisements to promote Apple products. Over the years, there have been many high-quality advertisements from Apple, and many advertisements have become classic cases in the field of marketing.Secondly, Jobs will especially use his personal charm to publicize the company's image and products through exhibitions and other public occasions.In the eyes of the public, Mr. Joe is not like a CEO, but more like a Bob Dylan-style superstar.

Super powerful advertisements, plus a CEO who is as popular as a big star, besides Apple, which other company can have both specialties?