Apple's successful implementation of the design-thinking process can be seen in their product development. For instance, when personal computers were first introduced, they were complex machines used by specialists. However, Steve Jobs' vision was for Apple products to be personal tools for individuals. His empathy with the end-consumer led him to realize that in order for personal computers to take off, people needed to be able to easily understand and use them, have an actual need answered by them, and love them due to their desirable design. Another example is Apple's latest innovation, the fully electric and self-driving car known as Project Titan. Apple wants to redesign a car around the idea of a "hands-free" device with no wheel or pedal and aims to release it by 2025.
Avoid negative ROI and tunnel vision with the design-thinking framework to create products that are...
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