Here are the first 50 of the 1032 responses on the survey explaining why top managers believe Apple is the most innovative company in the world. It makes for fascinating reading. I think the very first reason gets to the heart of Apple's ability to innovation--using design thinking to create products/services that meet the unmet needs of consumers. Don't forget, it was the ability of Apple to innovate in many spaces--getting the music companies to agreed to 99 cent pricing, creating wonderful iTunes software, making a terrific physical product, the iPod, that just works in your hand--that gave Steve Jobs his success. It was building an ecosystem of innovation, not just the iPod, that did it.

"The ability to create desire for products no one ever knew that they wanted.

ipod & other products

Because they create the products that people apparently need/want, even before those people know they need/want them.

Ability to target, create, saturate, dominate a market sector.

Ahead of the curve all the time.

New products, new markets

On every front they a willing to be different.

iPOD, iTUNES, iPHONE, Macintosh, OS X

Keep coming out with new products and is always being copied by microsoft, et al.

Creative designs of iPods

Design/Marketing

History of developing hit consumer friendly products.

innovative products, great ideas

Leading edge, in tune with consumer, applying technology appropriate to consumer

meaning full innovation for the mass market.

Apple is always innovating (e.g., ipod). I really like their products

After having a tough time with Microsoft with personal computers they have found new ways to lure consumers with innovative ideas (I-pod...).

Great innovative music and computers

Renewed itself from a battered position purely thru innovative
products that were usable and like able!

they have great lines of products that are different from what's out there already

reinvets itself

Releasing various kinds of products and almost all of them are attractive to the consumer.

not just innovative- useful too!

Invented a new segment with IPOD. Manage to get 70 % of the market with a product that does not differ much from competitors.

Apple consistently comes out with products that are both technologically innovative and consumer friendly.

Because they develop ideas that the rest of the world follows. (i.e. all the i-products)

Thinhs like the I Phone

Always came up with innovative products.

Apple's iPhone was years ahead of the current cellular phones avaialable today

reinvented itself several times - Ipod, new iphone

Consistent innovation

the ability to keep ahead of competitors

ipod

Ipods

Innovative products and design

Understands technology and the consumer that uses it.

The ipod and design of their Macs

IPOD, Apple computers, Steve Jobs

Constant flow of new products

has a history of designing products that meet marketplace, I think they look towards updating all the time.

Uses great design to differentiate and keep margins high
always innovating and great consumer base

Continued leadership in new product development from the first personal computer (Lisa -- before the Mac) to iPods, and now mobile phones.

Able to create consumer goods that generate mass appeal and adaptation. Ahead of the curve in terms of R&D and 'creating' need for its products before consumers even know that they have that need
Cool design & products

Simply because they excel in innovation

iPod family of products after the Mac was dead.

innovative products for the masses."

That's it. Notice the use of the word "innovation."

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