Apple’s Intangible Assets

This article is about a company which is still greatly influenced by one man.

Steve Jobs, co-founder of Apple Inc., fired by Apple in 1984 and stepped in again as CEO in 1997, is one of the top influencers of our times. Forbes reported Apple as the most valuable company of the world.

In the world of accounting, we speak of tangible and intangible assets to keep track of a company’s property. A tangible asset is anything that has a physical existence like buildings, equipment, and land. Intangible Assets are nonphysical resources and rights that have a value to the company because they give some kind of advantage in the market. Examples of intangible assets are goodwill, copyrights, trademarks, patents and computer programs and financial assets, including such items as accounts receivable and stocks.

The credit belongs to Steve who looked far enough into the future, made the right decisions in order to be the essential step ahead of the competitors.

When Apple released its first iPad in 2010, forward-looking universities around the world started research studies on how this device could be integrated into learning and teaching.
There are many representatives of the educational system still getting euphoric when it comes to iPads in schools or universities. The new approach to mobile device technology forces all the people involved to try to go new ways. Teachers always look for techniques to generate interest and keep motivation on a high level. For sure they cannot delegate their responsibility to a device. Success and positive results in learning and teaching with an iPad is no automatism. It’s hard and subtle work to adjust all the parameters which give direction to new methods of learning.

And Steve Jobs with his company initiated this all.


This mind map shows the success of a PHILOSOPHY not a strategy.


Feel free to download this map from my Box account.

These file formats have been created by iThoughts HD for iPad (.ITMZ file format). Compatibility to other tools is limited.

The alternative file formats have been created with iThoughts HD for iPad (.ITMZ file format). Compatibility to other tools is limited.

Application File format
Adobe Reader PDF
iThoughts ITMZ
MindManager MMAP

Personal influences …

I started using a mobile device in the mid-1990s for calling until 2010.
I limited the usage of the internet to the office with permanent researches in knowledge bases.
Coming home I didn’t like to sit in front of a computer again.
It was in 2010 when my youngest son outed himself as a proud owner of an iPhone 3G.
I took a look on it and what should I say: I was simply impressed.

As a teacher at Bluecher-High-School Cologne I already was confronted with Apple products in the 1970s when the city of Cologne purchased Apple computers for teaching informatics. But I hate these products and by the way, most of them were not available because of hardware failures. So every morning I took an IBM PC, which at that time was a quite heavy machine, to school and used this as an appropriate teaching tool.

While abandoning a prejudice my brain started to work intensively and I saw many applications to use it privately. After a couple of weeks my 3 GS replaced my 30$ Nokia phone. Sometimes handicapped by the form factor I decided to additionally purchase an iPad. Here is what inspired me to do after getting in touch with this incredible device:

  • Starting this blog
  • Doing all private and even some business-related tasks on the iPad
    See my blog One year without a PC
  • Revamping parts of the UI of our companies product by overtaking guidelines of Apple
  • Engaging in social networking

My main criteria for buying an iPad: Retina Display, iCloud Syncing, iWork Suite

And all this is a consequence of Steve Jobs new approach to mobile technology.
And more …
It made Steve Jobs an admirable personality and forced me to pay my tribute to him by writing this article.
I don’t know Steve personally but within 2 years I learned a bit about the ecosystem he built up with his distinguished employees.

Some Annotations …

After the death of Steve Jobs many publishing media rumored that Apple’s power of innovation would be over. But we must not forget that it was not only Steve Jobs who did the work. Thousands of highly qualified employees went along with him and still go along with Tim Cook.

What is the future?

Apple SWOT Analysis

I cannot claim to predict the future but it seems to me that the company one more time has to think different while faced with all it’s strong competitors doing a good job as well for a constantly growing number of customers.

Tim Cook has a really hard job and we should wish him success so that Steve Jobs life work can be continued.

I’m not qualified to advise Tim Cook but with reference to Steve Jobs Stanford’s 2005 commencement address Tim should internalize these thoughts:

“The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don’t settle.”

“There’s an old Wayne Gretzky quote that I love. ‘I skate to where the puck is going to be, not where it has been.’ And we’ve always tried to do that at Apple. Since the very, very beginning. And we always will.”

And I think with all the new products including iOS 7 the company is on a good way to do so.

Other opinions …

All that might be so.
But there are others with strong arguments and many pros for the main competitor. It’s Google with lots of services, and an operating system for mobiles with an open architecture.

You should read this post published on Google+ which is one of the best posts I ever read because it’s based on facts not rumors or stats.

Scott Jackson + Paul Stamatiou

Steve Jobs timeline …

If you a interested in further details of Steve Jobs life visit, the worlds largest free mind mapping library.

Steve Jobs Timeline 1955-2011

Steve Jobs live …

See these amazing videos about Steve

Steve Job’s one last thing

and the Introduction of the iPhone in 2007 which is still the biggest event in consumer electronic’s history

Thanks to Steve Jobs who brought so many innovative ideas into our everyday life.