Without a doubt we live in a century of innovation. Not so long ago we only bought new equipment when the old one broke. Today, we purchase a new computer not because it has stopped working, but because it is not up-to-date. The old thinking that if a product brought to the market with success, can be duplicated over the years is useless. Today dominates a different trend. Companies at the time of the introduction of a new product on the market are already working on a brand new product. One innovation is chasing another. In today's world news enter the market much quicker, undoubtedly affecting the dynamics of social change in society. Perhaps that is why we often feel that can’t keep up with today's world?

The lesson given by Apple
General practices in economic downturns are cutting funds for innovation. Companies agree that they cannot afford to test new products and slow down the production. Is it a wise action? In 2001, during the downturn, Apple acted quite the contrary. Rather than wait as others did the company introduced a new product - iPod. And what it turned out? Apple enjoyed unprecedented success. In subsequent years the U.S. manufacturer of widgets distributed the three radical innovations, which now dominate their respective categories. Apple’s stock has risen ten-fold over the last decade. Although during the same period the Nasdaq lost 56% of the value.

This of course is the result of an excellent product which the company introduced to the market ... but not only. It is also a lesson given by Apple - wrote the Wall Street Journal. In today's world, even in times of economic downturn, companies cannot afford to discontinue testing of new products. To stay on the market they must continually invest in innovation. The question remains to be solved - how to wisely invest the funds? The success of Apple consists of cautious and careful strategy, based on an economic account, for the acquisition or merger with other companies. Here's an example. In the past ten years, Microsoft has acquired 104 companies, Apple only 11. Apple spent on that only 8 billion dollars, which is one ninth of that in that time, Microsoft released.
The widespread belief that Apple owes its success to the new technology is wrong. It is not technology but obsessive concentration on the needs of the consumer. Downloading songs from the Internet was not easy before the invention of the iPod, surf the Internet on a mobile device was not easy before the invention of the iPhone. Apple noticed this and directed their efforts to solve the task. The example shows that Apple did not invented a new technology it has developed only to the extent that today, everyone can easily do it. The company not only sale the new equipment, but also, and perhaps above all, created an ecosystem in which customers benefit from this innovation. The iPod launched alongside the iTunes store, the iPhone with the apps store, and the iPad with the iBook store. The stores keep customers with Apple. An introduction of a new device on the market requires a great mind but matching the ecosystem is already a genius idea.
Example of Apple demonstrates that, rather than take part in the technological race with the competition and finding new market segments, the companies should focus on identifying consumer needs and how to meet them. It sounded naive and abstract? Perhaps but the financial effects of what Apple has achieved, are the most measurable.

Gadgets behind the Iron Curtain
Apple adheres to the principle that nothing is more exciting than a secret. Work on the new products are always kept in the greatest secrecy and guarded from the public eye until its release to the market. Therefore, any Apple product is a great surprise and madness that capture thousands, or perhaps millions, of people in the world.
Steve Jobs, co-founder and CEO of Apple announced that iPhone will be shown at the World iPhona4 Apple Developers Conference in San Francisco on 7-11 June. Tickets for the conference have been sold in 8 days! June 24 the worldwide publications showed the pictures of thousands people waiting over night for the opening of Apple stores. That was in New York, Tokyo or London. Within three days of sales record was set - 1,000,000 700,000 devices.

Unfortunately, the very next day, the company has been unpleasantly surprised by the numerous declarations about the coverage problem of the latest iPhona4. IPhone held at a certain angle has a weak signal or loses coverage. It turned out that the antenna device is in a sensitive place. The company has ensured that resolves the problem and offered free to purchasers of a special bumper-cap or reimbursement of expenses incurred for iPhona4.
July 16 Apple under fire of critics announced a press conference for 11 journalists (sic), which was allowed to visit the premises where the device was tested. The latest model of the iPhone was created on equipment worth 100 million dollars. Steve Jobs asserted that journalists are the only group outsiders who looked into the tested chamber known as "Stargate."

Lidia Paulińska-Thompson