Innovation Strategy and Success Story of Apple

University
BIZ301 Organizational Creativity and Innovation
Name

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Table of Contents
Introduction 3
Innovation Strategy at Apple 3
Apple’s innovative approach as a competitive advantage 4
People, culture and innovation at Apple 6
Steve Jobs and Apple’s success 6
Conclusion 7
References 8

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Introduction
This assignment shall mainly focus into the affairs of the success story of Apple. It shall consider
various things related to the innovation strategy that is used by the company and how this
strategy has helped it to stand out in the competition. The study shall also point out the overall
condition of people, culture and innovation at apple and further, how Steve Jobs led to the
success of the company.
Innovation Strategy at Apple
Apple has been bale top stand out in the market as well as in the industry because of its perfect
balance and application of the essence of strategy altogether with innovation. The growth of
Apple had steeply fallen and the financial growth of the company had been crippled before
August 1997 (Nylén & Holmström, 2015). Worth the entry of Jobs in the company and taking up
the lead, different kind of strategic changes were brought in the company. Jobs believed in
simplicity yet elegancy. As part of his new strategy to revive the health of the company, he
closed down 70% of the new projects and two of the divisions, licensing programs, changed the
course of the distribution channel and developed stable and attractive website in order to carry on
with direct sales (Thomke & Feinberg, 2012). He also took the lead to open up retail stores of
Apple, the first of which was opened in May 2001 (Thomke & Feinberg, 2012). Jobs used a
platform strategy in order to design the products and give them life with a commonly used and
unique kind of Operating system (Pisano, 2015). The operating system and the overall structure
were same but kept on evolving and changing with the products and with the passage of time.
Apple started carrying on with more extensive experiments in order to make the software
smoother, stable and well equipped for a good consumer and user experience (Thomke &
Feinberg, 2012).