Apple Case Study Report
Table of Contents
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Assessment 1 - Case Study Report 1 Question 1: 1 Question 2: 3 Question 3: 4 List of References 5
Assessment 1 - Case Study Report |
Case: “The success of the iPod and iPhone raises the licensing question for Apple… Again”(Source: Chap 1, Page 33)
Question 1:
Use the cyclic Innovation Model (Fig1.9, pg. 30) figure to illustrate the innovation process in this case and provide a brief description.
Innovation is not only invented via technical invention, it also consists of economics, social and cultural aspect as well. Many years ago, innovation was only simple one-way pipelines, but now it’s using a new conceptual approach to innovation, which defined as using a managed cross-disciplinary (feed forward and feedback connections) network along the innovation circle as per Figure 1 (Berkhout, Hartmann & Trott 2010). In the case study, Apple used the Cyclic Innovation Model (CIM) for product and market orientated transitions in order to get to where they are today.
Figure 1 – Cyclic Innovation Model (CIM)
Innovation can start anywhere in the CIM (Berkhout, Hartmann & Trott 2010). For example in the case of Apple, Apple invented iTunes in January 2001 where people used this software to store music and films. Apple saw an opportunity that market required a portable player for music, so Apple used this opportunity and researched into the market and created the iPod where people can access audio files via internet and storage. ITunes was an invaluable link between the product and service, which identified what the consumer wanted (Berkhout, Hartmann & Trott 2010). ITunes services allowed Apple to see what the market required and created new innovation. The creation of new product (iPod) stimulated a market transition which in turn encouraged more innovation.
Berkout, Hartmann & Trott (2010) stated that previous innovation can inspire new
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Assessment 1 - Case Study Report 1 Question 1: 1 Question 2: 3 Question 3: 4 List of References 5
Assessment 1 - Case Study Report |
Case: “The success of the iPod and iPhone raises the licensing question for Apple… Again”(Source: Chap 1, Page 33)
Question 1:
Use the cyclic Innovation Model (Fig1.9, pg. 30) figure to illustrate the innovation process in this case and provide a brief description.
Innovation is not only invented via technical invention, it also consists of economics, social and cultural aspect as well. Many years ago, innovation was only simple one-way pipelines, but now it’s using a new conceptual approach to innovation, which defined as using a managed cross-disciplinary (feed forward and feedback connections) network along the innovation circle as per Figure 1 (Berkhout, Hartmann & Trott 2010). In the case study, Apple used the Cyclic Innovation Model (CIM) for product and market orientated transitions in order to get to where they are today.
Figure 1 – Cyclic Innovation Model (CIM)
Innovation can start anywhere in the CIM (Berkhout, Hartmann & Trott 2010). For example in the case of Apple, Apple invented iTunes in January 2001 where people used this software to store music and films. Apple saw an opportunity that market required a portable player for music, so Apple used this opportunity and researched into the market and created the iPod where people can access audio files via internet and storage. ITunes was an invaluable link between the product and service, which identified what the consumer wanted (Berkhout, Hartmann & Trott 2010). ITunes services allowed Apple to see what the market required and created new innovation. The creation of new product (iPod) stimulated a market transition which in turn encouraged more innovation.
Berkout, Hartmann & Trott (2010) stated that previous innovation can inspire new
References: Cozijnsen, A.J., Vrakking, W.J. & van IJzerloo, M. (2000) ‘Success and failure of 50 innovation projects in Dutch companies’, European Journal of Innovation Management, vol. 3, no.3, pp. 150–159.