Apple has been highly successful at inventing new products through proper market research, understanding customer needs, and identifying new opportunities. The iPod was one of Apple's most successful products, introducing many customers to Apple through its innovative interface. The launches of the iPhone and iPad created huge excitement due to the iPod's previous success and allowed multi-touch access to functionality, significantly furthering Apple's product development strategy. As Apple looks to the future, it should expand in both handheld devices and alternative areas to gain profits, brainstorming new product categories through creative techniques.