Innovation at Apple
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Case Code: BSTR396 Case Length: 16 Pages Period: 2006-2011 Pub Date: 2011 Teaching Note: Not Available |
Price: Rs.500 Organization: Apple, Inc. Industry: Computers, Consumer Electronics Countries: Global; US; Europe Themes: Innovation, Strategy, Leadership |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Apple's Approach to Innovation
At Apple, innovation was a way of life and a part of its corporate DNA. Apple's success was attributed to its ability to develop innovative products. Over the years, the company launched some great products in the market which became the benchmark for customer experience. For five consecutive years (2006-2011), Apple was ranked number one on the world's most innovative companies list compiled by BusinessWeek. Since its inception, Apple had focused on innovation and had ventured into those markets where it could make a significant contribution...
Product Innovation
Apple became the leading technology company in the world by creating cutting edge products. The company constantly innovated with its business model to respond to market needs and challenges and to deliver quality products and services. The technology behemoth combined new technology with simplicity to come out with cool and simple products, experts said...
Innovation in Customer Experience
Apple's innovation strategy was customer centric. The company designed new products around the needs of the user, not the demands of the technology. It came out with such products which created value for both the company and its customers. Apple products were such that consumers never really realized they needed just these until they were launched in the market. These products empowered customers through their high quality user experience...
Innovation Leadership
Jobs was the chief innovator at Apple. Since rejoining Apple in 1996, he had focused heavily on innovation and he played an important role in the product development process. He ensured that new ideas were aligned with the company's vision. He emerged as the one of the most innovative business leaders in the world. Talking about Apple's struggle to innovate in the initial years, Jobs said, "You need a very product-oriented culture, even in a technology company. Lots of companies have tons of great engineers and smart people. But ultimately, there needs to be some gravitational force that pulls it all together. Otherwise, you can get great pieces of technology all floating around the universe. But it doesn't add up to much. That's what was missing at Apple for a while. There were bits and pieces of interesting things floating around, but not that gravitational pull."...
Where's Apple Headed
For the third quarter ended June 2011, Apple generated quarterly revenues of US$28.57 billion compared to US$15.70 billion in the corresponding period of the previous year. The company recorded a net profit of US$7.31 billion. International sales accounted for 62% of the quarter's revenue. On August 9, 2011, Apple briefly surpassed oil group Exxon Mobil Corporation to become the most valuable company in the world in terms of market capitalization...
Exhibits
Exhibit I: Apple-Product Timeline
Exhibit II: The Top 10 Most Innovative Companies: 2006-2010
Exhibit III: Apple's Game Changing Products
Exhibit IV: ASCI Scores by Industry (Personal Computer)
Exhibit V: Apple Selected Financial Data
Exhibit VI: Apple Net Sales by Operating Segment and by Product
Exhibit VII: Stock Price Chart of Apple
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