Who at Apple determines products?

[satchmo]

I’m curious who maps out a product line for example, the iMac line.

Is this driven by the engineering team at the outset based on capabilities/ resources?

Does a senior product manager work out the different levels including specifications? He/she would run it by a VP for approval.

Or is all of this come from a top exec like the COO Jeff Williams?

Id love to see a documentary on how a product comes to life at Apple.

 

[Erehy Dobon]

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[Abazigal]

I’m curious who maps out a product line for example, the iMac line.

Is this driven by the engineering team at the outset based on capabilities/ resources?

Does a senior product manager work out the different levels including specifications? He/she would run it by a VP for approval.

Or is all of this come from a top exec like the COO Jeff Williams?

Id love to see a documentary on how a product comes to life at Apple.

Probably Apple’s design team. My guess is that Tim Cook and his inner circle (including people such as Phil Schiller, Eddy Cue and Jeff Williams) oversee day-to-day operations and corporate strategy. Richard Howarth and the Industrial Design team oversee the product and user experience. Jony Ive (while he was still at Apple) oversaw what he thinks needs to be overseen (i.e. how Apple products are used).

Engineering is at the bottom of the pecking order at Apple, as is expected for a design-led company.

 

[AidenShaw]

I’m curious who maps out a product line for example, the iMac line.

Is this driven by the engineering team at the outset based on capabilities/ resources?

Does a senior product manager work out the different levels including specifications? He/she would run it by a VP for approval.

Or is all of this come from a top exec like the COO Jeff Williams?

Id love to see a documentary on how a product comes to life at Apple.

There's a hidden chapel under the Steve Jobs Theatre where they hold seances and ask the Lord God Jobs what to do.

(I don't believe this, but it's as good an explanation as any for their product choices.)