Is Apple really innovative?

Apple’s success is not the result of core innovation, but in focus on making existing technologies dramatically better.

Digital music players, on-line stores, touch screen, luxury retail stores, exceptional customer service, quality design, and high-resolutions displays were nothing new when Apple starting using them.

But Apple invested huge resources in making all of the above much better.  It basically walked in the the footsteps of Steve Jobs’ much admired Hewlett Packard, where quality, integrity and technical excellence were its hallmarks until about 25 years ago.

Large parts of the computer and cell phone industry were sitting ducks, making generic, boring products, where price was the main parameter.  Apple showed that quality products could command a premium price, and strong customer loyalty.

Is it really all that simple?  The simple answer is yes.


Carsten Thomsen

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