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1. Apple innovation; a case study
Ahmad Al-Rubaie

2. Agenda
• Apple as a leading innovator
• Apple financial performance
• Apple history & innovation background
• Apple’s innovation strategy
• Apple’s innovation takeaways
• Steve Job’s innovation secrets

3. One cannot talk about innovation without
mentioning Apple Inc.
Source: Innovation 2010, BCG
To gauge opinions, we asked respondents to name the company they consider most
likely to topple Apple within the next five years. The two names mentioned most often,
perhaps not surprisingly, were Google and Microsoft. But it is worth noting that the third
most frequent response was "no one" suggesting that many believe Apple will not fade
anytime soon.
For the fourth straight year, respondent ranked Apple and Google the two most
innovative companies, with Apple once again the hands-down winner. Apple has held
the op spot in our survey since 2005.
© Apple Inc

4. Since the year 2000 Apple has shown
strong results
In 2000
Apple revenues were about
$8 billion.
Apple posted net profit close
to $800 million
Increase revenue more than 450% in 8 years…
Increase net profit more than 1700% in 10 years…
“We’re armed with the strongest product line in our history, the
most talented employees and the best customers in our industry. And
$25 billion of cash safely in the bank with zero debt,” Steve Jobs,
CEO of
Apple, October, 2008 Earnings
In 2008
Apple revenues were about
$37.5 billion
Apple posted profit of over
$6 billion

5. The trend continues
In 2010
Apple revenues were over $65 billion
Apple posted profit of over $14 billion
Increase in revenues more than 800% in 10 years
Increase in revenues more than 170% in 2 years
Increase net profit more than 1700% in 10 years
Increase in net profit more than 230 % in 2 years

6. It has not always been great successes
1984
1998
1976
2001

7. Apple’s culture is embedded in its roots

8. The apple product line evolution tells a
story

9. Apple leverages a combination of Top-
Down and Bottom-Up innovation
strategy to create new innovations
• Management & organisation driven,
highly structured and process oriented.
• Customer driven, spontaneous and
with deep understanding of customer
need

10. Apple Innovation Takeaways
 Build Products that are cool, intuitive, simple to use and provide the
most amazing 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, teenagers, 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
Source: Apple innovation Strategy
www.InnovationMain.com

11. Apple’s innovation culture is closely
coupled with that of its leadership
 Do what you love
 Put a dent in the universe
 Kick-start your brain
 Sell dreams, not products.
 Say no to 1,000 things.
 Create insanely different experiences.
 Master the message

12. A leadership that understands innovation
“We’re gambling on our vision, and we’d rather do that
than make ‘me-too’ products.”
“Creativity is just connecting things.”
“Innovation comes from saying no to 1,000 things to
make sure we don’t get on the wrong track or try to do too
much.”
“Part of what made the Macintosh great was that the
people working on it were musicians, and poets, and
artists, and zoologists, and historians who also happened
to be the best computer scientists in the world.”
“A lot of companies have chosen to downsize, and maybe
that was the right thing for them. We chose a different
path. Our belief was that if we kept putting great products
in front of customers, they would continue to open their
wallets.”
Steve Jobs

13. A leadership that understands innovation
“We are absolutely
consumed by trying to
develop a solution that is
very simple, because as
physical beings we
understand clarity.”
Jonathan Ive