Marketing Photography
Marketing Photography
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Former Apple employee recounts how Jobs motivated iPhone team (TUAW)
Bob Borchers used to be an iPhone product marketing engineer for Apple. Part
of the team that brought the first iPhone to market in 2007, he's now a
venture capitalist with Opus Capital. Borchers recently gave a talk to
students at a California school talking about the thought processes that were
involved in the iPhone's development.
Borchers says that Steve Jobs didn't have a specific device in mind, but
instead gave the team a mission: create a phone that people would love so much
that they'd never leave the house without it. Borchers believes that Apple has
been so wildly successful with the iPhone because the company focused on
fundamentals -- breaking the rules, but in an exceptionally well manner;
paying attention to details; and making people focus on the relationship they
have with their device.
Jobs wanted the phone to be revolutionary, the best iPod the company had ever
designed, and allow users to access the internet easily from a pocket-sized
device. What the iPhone has become -- a device with downloadable apps, GPS
capabilities, video and photography features, and voice integration -- wasn't
part of the original concept.
Borchers noted that the original iPhone almost ...
Chicago Video Marketing: Photography Marketing
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