Apple leverages a combination of Top-Down and Bottom-Up innovation strategy to c

reate new innovations

Management & organisation driven, highly structured and process oriented
Customer driven, spontaneous and with deep understanding of customer need
Apple Innovation Takeaways
Build Products that are cool, intuitive, simple to use and provide the most amaz
ing experience
Take calculated risks and boldly enter new markets. E.g. iPod, iPhone
Change the playing field by creating new business models. E.g. iTunes
Capture the changing landscape and ecosystem of the markets and buyers
Grow the market share with buyers as they grow and their needs grow ( kids, teen
agers, young adults, adults, parents....)
Provide multiple products / touch points to buyers so they can buy and subscribe
to more products all glued through iTunes
Creativity begins with asking questions
Innovation happens when you find answers
No questions, no answer
More questions, better answer
LEARNINGS FROM THE CASE DESIGN THINKING AND INNOVATION AT APPLE
An Innovation strategy requires :
Identifying innovation as a source of competitive advantage
Consistent efforts towards innovation
A flexible organizational design to supplement innovation efforts.
Combination of customer pull and technology push innovations
Systematic evaluation of product ideas
Complementary products to support new products/ideas
A passionate and involved leader