With Apple products being so pervasive in our lives, it is easy to appreciate the volumes of data available to collect and analyse. The Apple collection of products is hugely impressive and includes smart watches, phones, tablets, laptops, and desktops and they are able to able to adjust their offerings based on the immense quantity (and quality) of data available. But it wasn’t always this way.
After Steve Jobs left Apple in 1985, the company became rudderless and lost direction. They developed products that were instantly out of date, leaving Microsoft to spend the nineties as the clear winner in home computing. When Jobs returned to Apple in 1995, his first order of business was to create product strategies based on simplicity and user experience and for that he needed data. Lots and lots of data!