Apple’s Innovation Strategy Essay

Innovation strategies are important for businesses to remain viable in this competitive market. Innovation also allows businesses to set the pace for the future. Apple continues to be the known as one of the leading electronic manufacturers in the world. Their innovation continues to impress consumer and remain a threat to its competitors. Apple is known for its Mac line of products. This paper will describe and evaluate Apple’s Innovative Strategy, provide information from the Securities and Exchange Commission (SEC) filings, and introduce the Mac Mini from Apple. Description of Innovation Strategy In today’s society, consumers want the latest technology in their homes and businesses. Apple continues to provide new products and meet the needs of the consumers. Apple has been successful because of their effective marketing and research strategies. Apple’s innovation has allowed them to produce desktops, iPads, iPods, notebooks, and wireless devices just to list some of their products (Apple Inc., 2015).. Apple continues to provide high quality, moderately priced products to consumers. The organization uses consumer surveys to get feedback on how well the products are doing in the market. The survey also provides other features consumers would like within a product. In 2014, Apple introduced the Mac Mini after the discontinuation of the server model. The Mac Mini was the first consumer desktop to be sold without display, keyboard, or mouse after Apple’s success release of the iMac (Apple Inc, 2015). The target consumers of this product are consumers changing from the traditional Windows PC. The purpose is compatibility. The Mac Mini added feature is the HDMI port which allows consumers to connect to televisions or other display as an alternative to Apple TV.