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Steve Jobs, the co-founder of Apple Inc., was a visionary and a pioneer in the world of technology. Born on February 24, 1955, in San Francisco, California, Jobs was adopted by Paul and Clara Jobs. He dropped out of Reed College after six months but continued auditing classes for another 18 months. His interest in technology was sparked during his time spent at Hewlett-Packard (HP) and Atari before he started Apple with Steve Wozniak in 1976.

The Innovator of the “Walled Garden” Strategy

Jobs was not just a technologist but also an innovator who understood the importance of customer experience.
He believed that products should not only be functional but also intuitive and aesthetically pleasing. This belief led to the creation of products like the Macintosh, iPod, iPhone, and iPad – all of which revolutionized their respective markets.

Jobs’ approach to product design was deeply rooted in his belief in simplicity and minimalism. He once said, “That’s been one of my mantras — focus and simplicity.

Simple can be harder than complex; you have to work hard to get your thinking clean to make it simple.”

Steve JOBS

This philosophy is evident in Apple’s products, which are known for their clean lines, user-friendly interfaces, and high-quality materials.


Jobs’ strategy was to create a seamless customer experience by integrating hardware, software, and services.
He believed that for a product to be truly great, it had to excel in all these areas. This is why Apple has always controlled most aspects of its products – from the operating system to the hardware design.

This strategy is often referred to as Apple’s “walled garden” approach because it keeps customers within the Apple ecosystem. Once you buy an Apple product, you’re more likely to buy another because they work so well together.


Jobs took several actions to implement his strategy.

He established a culture of innovation at Apple, encouraging his team to push boundaries and think outside the box.

He also insisted on maintaining control over both hardware and software, which allowed Apple to ensure that every aspect of its products was up to its high standards.

Jobs also focused on creating a strong brand. He understood that a brand is more than just a logo or a product; it’s an emotional connection with customers. This is why Apple’s marketing has always emphasized how its products can enrich people’s lives.

Success Factors

Several factors contributed to the success of Jobs’ strategy.

First, his relentless focus on innovation led to groundbreaking products that captured the public’s imagination.

Second, his insistence on controlling both hardware and software resulted in products that offered a superior user experience.

Third, his understanding of the importance of branding helped create a loyal customer base.


Steve Jobs’ strategy at Apple was based on creating innovative products that offer a seamless customer experience. His focus on simplicity, control over both hardware and software, and understanding of branding have made Apple one of the most successful companies in the world. His legacy continues to influence the company’s approach to product design and customer experience.