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Why Innovation Is Key To Apple’s Growth


Today, after ten years, iPhones are used for almost everything, from ordering food to paying bills and finding a date. However, with the advent of the iPhone, several other tech companies have entered the market with their gadgets(Metz, n.d.). Google, Microsoft, and Samsung are some of the big names competing with Apple. Apart from these, several smaller companies provide the same facility at low prices. The big factor is that the smartphone industry, which Apple introduced, is now dominated by Android phones. Apparently, Apple itself is fading away. It needs new innovative ideas to keep it afloat.

Apple knows this all too well and has been trying to gain new customers through its Apps. Some of its innovative Apps include the face recognition App, which allows the user to unlock the phone through it. This App is still a work in progress; however, if Apple creates a workable App, it would be a game changer. Similarly, the company is also working on wireless charging technology.

Innovation Is Proportional To Apple

2007, cell phones used to be flip phones with a keyboard. The more expensive ones, like Blackberry, used to have a detailed keyboard, which seemed complicated. When the iPhone came, it was a completely different thing; it had a touch screen and a smartphone that gave dozens of options to the user. IPhone plus the App Store redefined the whole thing.

One of the key things Steve Jobs would say was, “Skate down to where the puck will be.” He used this figure of speech; which relates to hockey, which means expecting key action and ensuring you do not hit late. Apparently, he says that instead of waiting for the customer to decide the type of product they want, create a product and make the customer want it. For example, people were content with the Walkman. However, it was Apple that made people realize that they deserve to use an iPod.

Hence, Apple has always been known for its innovations. From Macintosh to iPhones, it has always been the company that brought something new to the market. Even today, people look up to it and consider it a market leader. In fact, most companies copy Apple’s innovative technology to survive. A famous example is Samsung copying Apple’s iPhone. Several companies have copied Apple’s products, but its battle with Samsung has gained media attention.

However, Apple, founded on innovation, may be running out of ideas. According to hedge fund manager David Einhorn, Apple needs to leverage some value from its $137 billion cash in its bank accounts(Bobkoff, n.d.). He says that Apple would have to develop an innovative idea, like the iPhone, that may maintain its position in the market. However, if you think that Apple has only one mission: to build shiny toys for the rich, then you are wrong.

The mobile phone giant Nokia was the leader in mobile phone sales not long ago. However, their lack of innovation and decision to continue with the same old design cost them their business. We also have the example of Ford Motor Company. Henry Ford wanted to make only black Model T cars, which resulted in his business suffering. Apple might be a giant corporation, with billions of dollars, but it needs new innovative products to keep it in the business. Otherwise, it might soon lose the game.


Bobkoff, D. (n.d.). What just happened to Apple, explained. Retrieved from

Metz, R. (n.d.). Apple needs an entirely new iPhone, not just a new version. Retrieved November 6, 2017, from



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