Tuesday, 02 January 2024 12:17 GMT

How US Manufacturing Was Gutted With A Smile


(MENAFN- Asia Times) Disarm you with a smile

And cut you like you want me to

Cut that little child

Inside of me and such a part of you

Ooh, the years burn

Ooh, the years burn

– Smashing Pumpkins

Few management theories have been as influential as the Smile Curve. And few have been as destructive. The influence of the Smile Curve has been profound, embedding itself in the strategies of global corporations for over three decades. While the curve may have“worked”, it was always measuring the wrong thing, misleading America into its current de-industrialized and de-skilled predicament.

The Smile Curve was proposed by Stanley Shih, founder of Taiwan's Acer Inc, in 1992. The company began in 1976 with the name Multitech as a computer parts distributor and consultant on the use of early microprocessors. By the 1980s, the company had become a manufacturer of IBM-compatible PC clones, selling computers under its Acer brand as well as contract manufacturing for third parties.

Through its various business lines, Shih discovered that most of the value was captured in R&D/branding, which differentiated products, and marketing/service, which drove revenue. The least value was captured by the company's manufacturing arm, where competition compressed margins and capex requirements diluted returns.

With globalization – especially after China joined the WTO in 2001 – few business models were uncorrupted by the Smile Curve. Western companies (Japan and Korea included) crawled all over each other to divest manufacturing operations, become asset light and“move up the value curve.” Research, branding and design were sexy. Marketing and sales were rock and roll. Manufacturing was for hopeless bores with paunches and comb-overs.



Apple famously does not manufacture any of its products. Manufacturing had long ago been outsourced to original equipment manufacturers (OEMs) like Foxconn.

The sweaty browed labor of manipulating a pair of dexterous hands, managing thousands of factory workers, troubleshooting finicky machinery, programming industrial robots and orchestrating just-in-time delivery from dozens of suppliers were all chores not only on the bottom of the Smile Curve, but also done in noisy, smelly, sometimes dangerous and always poorly decorated factories.

The“real work” was done in Apple's swanky Cupertino offices, over an iced matcha latte macchiato, where MIT grads wrote code for whiz-bang user“experiences”, designers rounded the edges of rectangles and Harvard MBAs planned the next FOMO maximizing marketing campaign.

Of course, Cupertino is where the real work is done. Have you seen the cost breakdown of an iPhone? Have you seen an iPhone's gross margins? A 256GB iPhone 16 Pro Max sold for $1,199 with a 59.5% gross margin. Its total build of materials was $485 – $428 in parts and $57 in assembly costs.

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Asia Times

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