Apple's Innovation Roadmap: Managing Innovation in Business Report

This report provides an innovation roadmap for Apple Company, focusing on their strategic development and implementation of new smartphone technologies. It analyzes the future of Apple in 2020 and beyond, emphasizing the integration of 5G technology, OLED displays, and advanced features to meet evolving customer needs. The report also examines Apple's innovation requirements, including business model requirements, innovative leadership, and a systematic approach to innovation. Furthermore, it discusses building future innovation capabilities, such as innovative capabilities, competitive advantages, unique design, virtual reality integration, and the implementation of IOS 11 on smartphones. The analysis includes considerations for market trends, competitive pressures, and the need for continuous improvement in technology and customer experience. The report references Deloitte Global predictions regarding smartphone usage among adults and the increasing importance of smartphones in various business applications. Desklib offers this document as a resource for students studying business development and innovation strategies.

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Innovation roadmap:
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Executive summary
In this paper, we shall mainly focus on discussing the innovative roadmap for Apple Company as
they are trying to innovate the use of the smartphone to its users. We shall focus on the
prediction from the Deloitte Global that by the end of 2023, about 90% of adults that ranges
between 55-75 years will be accessing the smartphone. Furthermore, we shall discuss how the
introduction of new smartphone 2020 and beyond will transform the workplace. Also, we shall
discuss the smartphones deepening applications which includes it can be used in MP3, GPS
navigation systems and CD players.
In addition, we shall discuss the innovative process which Apple Company will utilize when they
are innovating the smartphones into the market. We shall extend our discussion by discussing the
future of the Apple Company in 2020 and beyond. Here we shall discuss the innovation of 5G
technology which will be used after the innovation of more advanced smartphones. Also, we
shall discuss how the smartphone from the Apple Company will have a unique feature such as
OLED.
Another crucial thing which we shall discuss is the Apple company innovations requirements for
2020 and beyond here we shall look at the business model requirement, innovative leaders and
innovative requirement and systematic approach. Lastly, we shall discuss how we shall build the
future innovation capabilities of the Apple Company. Here we shall mainly focus on capabilities
such as innovative capabilities, building a powerful brand image, unique design, Introduction of
virtual reality, IOS 11 on smartphone and capabilities on competitive advantages.

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Table of Contents
Introduction.................................................................................................................................................4
The future of Apple Company 2020 and beyond.........................................................................................5
The organization's innovation requirements 2020 and Beyond..................................................................6
Building future innovation capabilities for the Apple Company..................................................................8
Innovation capabilities.............................................................................................................................9
The capabilities of the competitive advantages for the Apple Company...............................................10
Unique design capabilities.....................................................................................................................11
Image brand which is very powerful......................................................................................................11
Virtual reality.........................................................................................................................................12
IOS 11 on smartphone...........................................................................................................................12
Conclusion.................................................................................................................................................13
References.................................................................................................................................................15
Appendices ...............................................................................................................................................17

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Introduction
Apple Company is among the multinational technology company in the world which is based in
America. The apple company deals with designing, developing and selling various projects
which include computer software, online services, and smartphones. The company is well known
in dealing with hardware product such as iPhone smartphones, apple watch smartphone, Ipad
tablet computer. The apple company was started as a company that deals with computer services
but due to advancement in the technology the company opts to introduce various phones which
the most known in the market now is the smartphone.
The future of the Apple Company 2020 and beyond lies on the facts that they will introduce a
smartphone which is a 5G, this 5G network will be the convenience to the users since it provides
high bandwidth and high speeds. In addition, the Deloitte global has done the statistics that in the
2023 95% of the adults will be using smarts phones. Also, the smartphone is required to be
giving better services to users which includes taking of videos, MP3 and GSP.
The organization innovation requirement for Apple Company requires that they should hire the
professional who will be in improving the innovations of smartphones. Also, the Apple
Company is planning to introduce an innovative system for the development of smartphones.
Lastly, we shall focus on building future capabilities for Apple Company through the following
ways; innovative capabilities, capabilities of the competitive advantage, unique design
capabilities, virtual reality and IOS 11 on smartphones.
Due to the introduction of smartphones in the apple company, it has led to the growth of the
company and also the revenues of the company have increased. For instance, Apple Company
2018 fiscal year annual revenue is approximated to be $275 billion. In the manufacture of
smartphones, Apple Company is ranging the third in the world after Samsung and Huawei. The

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company employees 133,000 full-time employees who work in 505 retail shops which are found
all over the world.
The purpose of this report is to create an innovation roadmap that clearly shapes the planning of
the innovation process. And in this case, we shall discuss the Apple company innovative
roadmap as they evolved in manufacturing of the smartphones of any type in the company.
The future of Apple Company 2020 and beyond
Various companies which manufacture smartphones such as Sony, Oppo, LG, and Huawei have
all the plans in creating the 5G devices by the end of 2019. But the Apple Company does not
want to enter into the 5G technology until 2020 as the report by the fast company. The Apple 5G
connectivity by 2020 will be made by using Intel 8161 5G Modem chip, utilizing their 10-
nanometer process for best efficiency and for better speed. Currently, the Apple Company which
deals with the smartphone is mainly faced by various heat issues which are majorly caused by
connectivity. The heat have brought major impact on the battery life and the rolling up of 5G
technology will help to solve the issues of heat produced by the smartphone and as a results the
5G which will be produced, will have more reliable features which include high bandwidth,
higher speeds, and low latency thus this will make 4G and LTE the obsolesce.
Beyond 2020 the apple company according, to the report from Delloite global by the year
2023 then 90 % of the adults that ranges between the ages of 55- 75 years old will be using
smartphones this is a 5% increase from the research which was done in 2018. Also, it is required
that by 2023 the smartphones will give a recommendable performance across the consumers'
application and range of various business. In 2023 5G networks will be available in the market
which will provide great capacity and high-speed connectivity. Furthermore, the smartphones
will be used in various functions which include MP3, GPS navigation systems and CD players
and the smartphones will be goods in capturing video and in the caliber photos.

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The Apple Company is planning to introduce the smartphones which use 5G technology will
help in the improvement for travelers, business professionals, and telecommuters who needs to
connect their laptops to their smartphones so that they can complete their tasks. Also, the apple
company is planning to integrate 5G into various cities making the connectivity more reliable
and very strong which will assist all professionals who are traveling for businesses.
According to iPhone news reported by DigiTimes, the apple company is planning to enter into an
OLED display for its 2020 iPhone lineups. The OLED which is well known because of its
attractive pictures and color is the present features of Apple smartphones. The breakdown
between the OLED and LCD is required to proceed for 2019 but in 2020 the apple company will
move to OLED smartphones. The size of the smartphone is expected to change by 2020 the
smallest model is needed to be 5.45 inches from the 5.9 inches, the medium size model is
expected to be 6.01 inches from the 6.12 inches and for the largest model is expected to be 6.76
inches from the 6.6 inches. The various size of the smartphone from the Apple Company will be
beneficial to the customers since it provides them with large interfaces for the interaction with
the phone.
Beyond 2020 the smartphone from the Apple Company is expected to be having some advanced
features such as high speed almost to that of the digital laptop. In addition, the smartphone will
be having a large storages space for internal memory and external memory. Furthermore, the
companies are trying to roll out some smartphones which utilize Artificial intelligence
technology so that it could be easier for the users to use. By 2030 the smartphones produced by
the Apple Company will be consists of all features which include high bandwidth, high

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processing speed, and low latency. Below is the graph that shows the cost of revenue and
expenses in research and development.
The organization's innovation requirements 2020 and Beyond
In order by 2020 for the Apple Company to achieve the customer needs and to produce the new
smartphone products they need a certain innovation requirement for them to fully accomplish
their set goals and objectives in the company. In order by 2020 and beyond for the company to
be having the required innovation for the manufacturing of the smartphone then there is need that
the company should gather profession from the different field so that they can assists in the
succeeding of various innovative processes. Below are the innovative requirements which are
needed by Apple Company by 2020 so that they can enhance their objectives of providing
innovative smartphones to the users (Boscor, 2016).
First is that the Apple company should be in a position of having a systematic approach to
innovation for the Apple company. Apple Company is well known as the innovative company
all over the world which deals with the manufacturing of smartphones. The innovation strategy
for the company involves innovative business models and the many new products such as
smartphones. The company is opting to give their customers with various hardware’s which is
used in making of the smartphones. The apple company is now planning by 2020 and beyond
that, the product could have reached all the customers, they do so by creating a market inch and
new business space for the smartphone. The Apple Company is now planning by 2020 and
beyond that, all the users of the smartphone will have the products in the market for the
avoidable prices (Dolata, 2017).
The Apple company by 2020 and later are required to have the innovative leaders who will quit
the company in the innovating the smartphone which is latest and giving them offering for any
purchase they made. The innovators in the Apple Company will be in a position to guide the

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company so that it cannot be overtaken by the competitors in the market. Generally, the Apple
company is required to be having innovators from the diverse field these innovators which will
be responsible for coming up with the smartphone of all kinds in the company.
The second innovative requirement is the introduction of the innovative system, the apple
company now is now focusing and committed to the innovation of smartphone which will meet
the culture of the people. The Apple Company is now planning to introduce a new product which
fit the culture of the people in the future, this will be done by looking about the innovative
system which is required in the future. The company also needs a lot of disciplines as they try to
gather the requirements which are needed for future innovation. Apple company have now
created an effective and reliable innovative system to enhance creativity as they are trying to
manufacture smartphones in the company. The Apple Company is also now focusing in
launching in the future the profitable new innovations of the smartphones so that the company
will be expanded to all over the world where each customer can be able to acquire a smartphone.
The graph below shows the Apple company innovative engines. Below is the graph that shows
the cost of revenue and expenses in research and development.

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Building future innovation capabilities for the Apple Company
The future innovation capabilities for the apple company rely on various platforms. And in order
for the company to achieve this capability then many stakeholders are required so that they can
successes the innovation of the smartphones (Marvel, Wang, and Martin, 2018). The Apple
Company is now using threshold capabilities so that they can create future innovation
capabilities for the company. Below are the ways in which the Apple Company builds future
innovation for the smartphone product.
Innovation capabilities
Due to the current advancement in technology, the competitive pressure has existed in the world.
Thus currently apple company is now focusing on acquiring the competing strategy for

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innovation. The Apple company now are now trying to combine the technical knowledge with a
new idea by continuing designing of innovative products such as I pad, computer desktop, and
iPhones so that they can maintain their customers as they are planning to produce the smartphone
which is latest and that can satisfy the needs of the customers.
Also as the Apple Company is trying to build future innovation capabilities, they will do so by
investing slightly in development and research which is unique factors as compared to that of the
competitors (Wunker, Wattman, and Farber,2016). The company is trying to build future
innovation capabilities will spend 3.9 % of the revenue in research and development. The
Founder of the Apple who is Steve jobs believes that in building future innovative capabilities
then it does not require a lot of money in research and development but what is important is
having people with innovative knowledge who can introduce various series of the smartphones
for its users. In addition, the Apple Company is now focusing on producing new smartphones as
compared to continuing producing the existing smartphones. Below is Apple Revenue growth Vs
Research and Development for the year 2018.

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The capabilities of the competitive advantages for the Apple
Company
The apple company should possess very unique capabilities so that they can have the long run
existence and to achieve a more competitive advantages, acquiring only threshold capabilities
does not result into having a competitive advantage for the smartphone product in the market, but
through using unique resources which can help the company in shying away various competitors
in the market. If Apple company plans for the future that they should be rolled out the
smartphones into the market they will do so using the unique resources which is the difference
from their competitors so that the products will be available in the market for various users. The
Apple company will make sure that they make the core competencies where the resources which

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are required in developing of the smartphones are deployed in right manners so that the company
which achieves the competitive advantage which is different from its competitors.
Unique design capabilities
The designing of smartphones products have been same for various companies, But now the
Apple company is focusing in the future by making a unique and high-quality user interface
design by taking note of its touchpad, battery and screen and the general functionality of the
smartphone. The unique design of the smartphone products will help the Apple Company in
attaining much profit due to the success of the company and also the smartphone products will be
of high quality as compared to that of its competitors (Chmielarz, 2015). Now Apple Company
is now greatly focusing on the differentiation and high-quality smartphones due to advancement
in the technology. The Apple company competitors such as Microsoft, HP and Google should be
aware of the uniques design of smartphones so that they can compete with them in the market.
Image brand which is very powerful
The Apple Company has the brand name which is very powerful and it is mostly recognized by
users all over the world. And in order for Apple Company to build future innovative capabilities,
they will do so through creating a more powerful brand image for the product. The Company
strategy plan is to build innovative products such as a smartphone which can satisfy the needs of
the customers by using high-quality products and services (Tidd, and Bessant, 2018).
The Apple Company in manufacturing of smartphones is now focusing on creating smartphones
which are easy for the users to use thus this has assisted in getting rid of complexity which will
have to be experienced by the users. The launch of other innovative products such as iMac,
iPhone, OS, and iPod will lead to revolutionizing of the Apple Company in providing

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smartphones to its users. In addition, the Apple Company in providing of smartphone products
will leads the company in gaining of Reputation of the customer loyalty and high brand images.
If the company takes note of the brand image for the smartphone then it is predicted that the
brand value of the Apple Company will value $ 22,342 billion by 2020 and the value will
increase year in year out. The companies will also use the brand image of smartphones to
compete with its competitors in the markets (Cheng, 2016).
Another way of building the innovative capabilities for the Apple Company is through creating
smartphones for the high quality, this high-quality smartphone will give the customer the long
durability and the customer will be satisfied with the given product (Euchner, 2017).
Virtual reality
In the manufacturing of smartphone using the innovative technology, the Apple company is
having a future in applying a virtual reality when they intend to produce the smartphone products
in the market (Chen, and Ann, 2016). The apple company is now planning to come up with a
smartphone which can be connected to the VR headsets and also into the VR content. This
innovation will help in attracting individuals who like various games on smartphones. In
addition, the Apple company will have the smartphones which can be utilized for various
purposes which includes taking the videos and also in making the digital processing of data
(Deschamps, 2017).
IOS 11 on smartphone
The Apple company is now planning in making so slight improvement in coming up with the
software which will be used in turn the smartphone into the replacement the company is now
promising to roll out that software in 5 years’ time. The smartphone which the company is now

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opting for the future is the one which can sense all the parts of the human body which includes
fingers, biometric of the eye which includes the iris and retina biometrics (David, 2018). The
unlock of the smartphone also will be unique so that it can enhance the security of the phone.
The innovation of the smartphone now lies on the how the user will use the body parts in
enhancing the security of the phone, the company in enhancing the innovative capability for the
future the smartphone made will only allow the single user for the smartphone, this will help in
enhancing the security of the phone of physical theft. In the Apple company then there is a lot to
do (Dai, and Daim,2018). since their smartphone keyboard is not up to date as it is the same of
the normal laptop thus the company is now planning to build a reliable app which will greatly
take advantage of the new Ios 11 characteristics which make people use the smartphones better
than that of laptops. The coming up of 10.7 inches Smartphone is a great move in providing the
new smartphone with great the keyboards of the full size. The Apple company is also greatly
planning in creating a smartphone which is very thin and portable with all feature of the laptop
which will replace the laptop and users can be able to use the smartphone any place they are as a
compared laptop.
Conclusion
In conclusion, it is very that in the advancement of the current technology then various
companies are taking part in innovating their products. Among the companies which are trying
to focus on implementing their products due to innovatively is the Apple Company. Current
Apple Company is trying to make a more innovative smartphone which will satisfy the needs of
customers in the future. The Future of Apple Company in the introduction of smartphones lies in
the case that they will introduce a smartphone which will utilize the 5G technology. The
smartphone which will utilize 5G technology will have a new feature which includes the high

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bandwidth, low latency, and high speed. In addition, the smartphone will contain unique features
such as large storage capacity and so on (Carayannis, 2017).
Moreover, we have discussed the Apple company major innovative requirements for the year
2020 and beyond. This innovative requirement includes the development of innovative business
models which will assist the Apple Company in implementation of the smartphones products.
Other innovative requirements we have to discuss include the introduction of innovative systems
and innovative leaders. The innovative system will be useful in the company when they will be
trying to come up with the innovation of the company smartphone since it gives clear guidelines
on how the company will implement innovative smartphones in the future.
Lastly, we have concluded by discussing the ways of building innovative capabilities for the
apple company as they try to roll out their smartphone products into the market. In our
discussions we expound the following ways: through using innovative capabilities, using the
capabilities of competitive advantages, powerful brand images for the product, introducing of
virtual reality technology and in addition introduction of IOS 11 on the smartphone. I highly
recommend that by 2020 and beyond the Apple Company in providing the smartphone with the
product will be reliable and widespread.

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Appendices A
Appendices B

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