Apple Company’s Innovation Process Stages


The Apple Company engages in designing, manufacturing and marketing mobile phones and other media services, portable digital music players and personal computers. It also sells a range of related software, services, networking solutions, peripherals and third party digital content and applications. Services and products of the company range from iPad, iPod, iPhone, and Apple TV to a professional and consumer software applications’ portfolio. Apple also engages the help of stores such as iBook store, iTunes store, App store and Mac application store to deliver and distribute digital applications and content. The term innovation denotes an act of coming up with new values for customers using solutions that address the market needs for old and new customers in ways that add new value (O’Grady, 2009).

Apple Company innovates through several ways. These ways include Steve Jobs, innovation and leadership, innovation process, innovation in Business Model, creativity and innovation, and innovation in products and customer experience. Two aspects are vital in this discussion. These are product design and performance management. On the aspect of product design, the company does not listen to customers. The company studies its customers regularly and voices the customer efforts. On the performance management aspect, the company designs an experience that it needs to manage the performance in delivering experience daily. The company’s innovation focuses on the bringing together the different parts of an ecosystem and integrating them with meticulous attention to detail. It also refines the customers’ capabilities broad appeal in an approachable offering. On the Apple Company, the search, selection and implementation of innovation are as discussed below (Lusted, 2012).

The search, selection and implementation of innovation

The first step that is involved in creating the innovation and value in the marketplace is finding a market gap. Identification of this gap is possible by talking to customers and other potential customer about what they feel about the product and why the current solutions are inadequate to solving the problem. However, it is vital to note that the Apple Company does not rely on customers’ response to make decisions on innovations undertake in the company. It carries out investigations which include observing and using the products in order to understand the needs of customers to make breakthroughs. Additionally, the Apple Company has put up an innovation factory that strives to harness the untapped creativity of its employees, stimulate fresh ideas and launch products that prove to be successful and profitable in the market time and again (Muller, 2011).

In its search for the best innovative practices, the Apple Company listens to the market and moves marketing programs that create demand for a new product. The designation of new products is elegant and intuitive in order to address the market frustration. The market moves this indicator at the right time. The company has seen innovation in a different perspective from that of its competitors. It penetrated the markets by taking an already existing product in the market, studying its weaknesses or shortcomings and reinvents the product. The development has integration of high degree in terms of the package, the hardware and its software among others (Elliot, 2012).

After identifying the marketing gap, the Apple Company creates and delivers the solution to address the problem. Determination of the success of the product relies on the accomplishment and good customer experience deliverance. This is because understanding customer needs yields fruits in both user interface and every bit of product efficiency and quality improvement. Customer experience is an essential part at this stage of innovation. The Apple Company is excellent in identifying the performance features of the products that matter to the value prop and which is indifference at all levels. Identification of the key basic capabilities that meet customers’ expectations and innovation accomplished in relation to the problem. Additionally, the company’s ability to create excitement features that keep them in a far better position compared to their competitors. This is done by a combination of differentiated capabilities, user interface design and industrial design. By doing this, the company has accomplished its set targets in the market (Muller, 2011).

The third innovation step is visible when studying the Apple Company is that of competing with itself. Appke constantly improves its already existing products and extends them. The Apple Company has created extension lines that support the adoption of their devices by creating the Apps Store and iTunes. Further, the company is paying attention to threats that it is facing from its competitors. As a solution to this problem, the company has created line extensions that focus on the price/performance. The strategies applied by the Apple Company has enabled it gain competitive advantage and remain relevant in the market despite the intense competition in the industry. This is because Apple has been able to contain the competition and increase their profit levels. From the discussions, the conclusion is that the competitive force amongst them drives innovation in the Apple Company and competitors cannot preempt the Company to a certain position in the market (Muller, 2011).


Elliot, J. (2012). Leading people with Steve Jobs: management lessons from a controversial genius. Hoboken, N.J: John Wiley.

Lusted, M. A. (2012). Apple: the company and its visionary founder, Steve Jobs. Minneapolis: ABDO Publishers.

Muller, C. (2011). Apple’s approach towards innovation and creativity How Apple, the most innovative company in the world manages innovation and creativity. Munchen: GRIN Verlag GmbH.

O’Grady, J. D. (2009). Apple Inc. Westport, Conn: GreenWood press.