Strategic Importance of Innovation to Apple's iPhone Product Range

This study investigates and analyzes the strategic importance of innovation to Apple's iPhone product range and its impact on sales performance. It examines the effective innovation process of Apple, assesses the impact of innovation practices on sales performance, identifies the unique features in Apple's iPhone due to innovation, and recommends effective ways for Apple to indulge in better innovative practices.

An investigation into and analysis of
the continuing strategic importance of
innovation to APPLE's iPhone product
range and sales performance.

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background of the study........................................................................................................1
1.2 Rationale of the study............................................................................................................1
1.3 Analysis and framework........................................................................................................2
REFERENCES................................................................................................................................3

CHAPTER 1: INTRODUCTION
1.1 Background of the study
In the modern era with the motive to operate efficiently in the market it is necessary for
business to indulge into innovative practices so that it is possible to develop unique products in
the market. Further, innovation has provided large number of companies to gain competitive
advantage where overall market performance can be improved easily. Apart from this, without
highlighting unique attributes in the product no business can attract customers in the market and
this sometime leads o decline in level of overall performance (Maxwell, 2009). In entire
hardware and mobile communication sector competition level is rising face which has prevented
many businesses from accomplishing desired goals and objectives. Apart from this, in the mobile
market competition level is rising at faster pace where many players are operating in the market
and they are Apple, Samsung, Sony etc. Due to this reason every business has to focus on its
innovative practices so that stability in the overall performance is possible. Innovation is possible
through continuous development in product range where models of mobile phones are updated
on continuous basis with the motive to provide convenience to target market (Mitchell, 2014).
Company overview
The present study is based on innovative practices of Apple which has supported business
to operate efficiently in the market. Further, the range of products offered by Apple are Ipod,
Iphone and other type of hardware system. At present business operates in 475 areas in 17
countries and has high market presence (Inclusion inspires innovation., 2016). Apart from this,
its innovative practices are highly appraised in the market which has supported to enhance
overall performance. Moreover, company strongly focuses on research and development
activities due to which all the unique attributes are highlighted in the product range and this has
enhanced customer base of the business.
1.2 Rationale of the study
One of the main reasons behind carrying out the present study is to identify the strategic
importance of innovation to Apple’s Iphone product range and its impact on the sales
performance of company. Further, Iphone as a product of Apple is popular in the entire market
and all the attributes in the product range acts as source of attraction. Times to time new models
of Iphone are launched in the market with new features (Matthews and Brueggemann, 2015).
Recently the new models launched are Iphone 6, 6S which are quite innovative and have
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advanced features such as advanced camera, processor, attractive design etc. In short, it has
allowed Apple to gain competitive advantage and developed trust, confidence in favor of
customers.
Aim
The main aim of the present study is “To investigate and analyze the strategic importance of
innovation to Apple’s Iphone product range and its impact on sales performance”
Objectives
Following are the objectives developed for the present study which are as follows:
 To examine the effective innovation process of Apple
 To assess the impact of innovation practices on sales performance of enterprise
 To identify the unique features in Apple’s Iphone due to presence of innovation
 To recommend the effective ways through which Apple can indulge into better
innovative practices
Research questions
Following are the research questions being developed for accomplishing aim of the study
which are as follows:
 How effective is the innovation process of Apple?
 What is the impact of innovation practices on sales performance of company?
 What are the unique attributes in Apple’s product range due to presence of innovation?
1.3 Analysis and framework
The present study carried out is exploratory in nature where main focus is on exploring
new ideas which are directly beneficial for the business. Further, through this design it will be
known whether innovative practices of Apple which has been used in its Iphone are effective or
not. Apart from this, data has been collected from both sources named primary and secondary.
Primary information has been collected with the help of questionnaire and secondary with the
help of books, journals and online articles. Sample size of 5 managers of production department
has been undertaken where technique of purposive sampling has been used. Data has been
analyzed with the help of qualitative tool where different themes have been formed for
conducting the overall research.
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REFERENCES
Books and Journals
Matthews, H. C., and Brueggemann, R., 2015. Innovation and Entrepreneurship: A Competency
Framework. Routledge.
Maxwell, E. I., 2009. Managing Sustainable Innovation: The Driver for Global Growth. Springer
Science & Business Media.
Mitchell, W., 2014. Why Apple’s product magic continues to amaze – skills of the world’s #1
value chain integrator. Strategy & Leadership. 42(6) .pp.17 – 28.
Online
Inclusion inspires innovation., 2016. [Online]. Accessed through
http://www.apple.com/diversity/. [Accessed on 28th April 2016].
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