| HBS Case Collection
(Revised from original 2009 version)
Design Thinking and Innovation at Apple
Describes Apple's approach to innovation, management, and design thinking. For several years, Apple has been ranked as the most innovative company in the world, but how it has achieved such success remains mysterious because of the company's obsession with secrecy. This note considers the ingredients of Apple's success and its quest to develop, in the words of CEO Steve Jobs, insanely great products. Focuses on 1) design thinking, 2) product development strategy and execution, 3) CEO as chief innovator, and 4) bold business experimentation.
Innovation and Management;
Research and Development;