Design Thinking Case Study: Innovation at Apple
iCaseStudy: A thought for Design The brand put the ‘I’ in everything as one consumer explains intuitive design... By Rafiq Elmansy Download the PDF Here. Apple is one of the leading companies that is renowned for its unique products and brand. A short talk with an Apple user reveals there is an emotional relation between consumers and Apple products , including every “i” product created in the past two decades. Why are Apple products different from their competitors’ products? How does Apple manage to achieve innovation in its product families? Answering these questions provides interesting insight into Apple’s history and how it survived its most critical time between 1985 and 1997. When Steve Jobs returned to Apple after being fired, the company shaare was only worth US $5 and its future was uncertain. Today, in 2016, Apple’s share price is around US $108 and the company achieved revenues of US $233.7 billion in 2015 with net income of US $53.39 ...