2018, February, 19

Apple and the Innovation Shortcut

On its way to becoming the world’s most valuable, most admired, and most lifestyle driving company, Apple has continuously taken advantage of what I call the ‘Innovation Shortcut’. This shortcut - which is based on creating new value by combining existing components rather than inventing something outright – is also available to anyone for the taking.

Here are two examples from Apple’s future-shaping innovations: In 2001, when Apple was designing the first iPod, it needed a disc drive small enough and with enough memory to motor the device. Instead of developing it, Apple found that Toshiba already had such a component ready in its lab, so it entered into an exclusive procurement partnership with the Japanese company. Similarly, a key element of the first iPhone in 2007 was a highly durable glass cover, which would function as the touch screen interface. Apple discovered that Corning, the American glass maker, had developed just such a glass in the 1960s, named ‘Gorilla Glass’, which then became a core component of iPhones.

#appleinc #iphoneinnovation #marketinnovation


Your email address will never be shared.
Invalid form
Sent successfully!
Receive exclusive content, including highlights of creative advice from some of the world’s leading visionaries, by registering your email address.
FacebookTwitterGoogle +LinkedinRSS Feed