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Innovation is the creation and application of achievements, technical solutions, technologies and management solutions to improve the efficiency of socio-economic development, improve productivity and quality of company (Thompson, 2004
Innovation will help your business operate and grow by improving efficiency, productivity and quality. The company does not necessarily need to make spectacular changes, instead you can start simpler by improving the old processes.
Every business today needs to develop the ability to create and innovate in a practical, scientific, purposeful way. Because the world changes constantly
Creative thinking and innovation will not compromise but should thoroughly handle contradictions, optimize the advantage of available resources and develop new advantages. Moreover, creative thinking will include the process of finding creative principles, discovering development rules to design breakthrough opportunities.

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Apple Inc is an American computer technology corporation that is headquartered in the Valley of Silicon Valley in Cupertino, California. Apple was founded on April 1, 1976 under the name AppleComputer, Inc., and then changed its name in early 2007. The company was founded by SteveJobs, Steve Wozniak, and Ronald Wayne. Apple is now one of the world's largest technology companies, producing computers, phones and music players. From an unknown company about 28 years ago, Apple has now become a well-known brand and is known to the world of technology. People are extremely admired by business strategies, innovation in design that always makes fans happy (Forbes, 2012)
The "Apple" brand that was bitten up was no stranger to us, and the "Think different" slogan could be considered the most famous slogan in Apple's history of ups and downs. With Apple, users can feel the difference that the products of this brand bring. Apple has found its own way, completely different from other brands from designs to applications, software as well as product features, stimulating curiosity, desire user's discovery (Karen, 2012)
Apple made the market to be crazy thanks to breakthrough technology products. But what this brand does is bigger than that. They have created followers with a strong connection to the emotions. No matter how sophisticated the technology is, it can be imitated, but emotions cannot be imitated. It is INNOVATION.

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Core competencies of Apple are innovation in design and technology based on software. Accompanying that dynamic capability, Apple is extremely responsive and responds immediately when competitors have new products on the market. For example, Dell introduced the new tablet, Apple launched the iPad. SamSung launches new product , Apple announces new iphone

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ISSUES RELATING TO INNOVATION & WHY IT IS IMPORTANT 

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ISSUES RELATING TO INNOVATION & WHY IT IS IMPORTANT 

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Disruptive innovation that is defined as an innovation to bring about a new market by applying a different set of values, eventually surpassing an existing market. It improves a product or service in a way that the market doesn't expect like Apple did with an iPod (Griffin, 2018). This is one of the example which Apple had to create a new market to make an innovation.
There were many competitive companies with a lot of issues. Here are three issues that lead to innovation of Apple.

Technology: The fastest growing and changing industry in the world is the smartphone industry. The existence of competitive markets that completely makes the industry very harsh. Technology changes every day

Competitors: Apple's past barriers to competitors. The development of other brands that have tried to challenge Apple has been overwhelmed. However, there have been times, Apple has faced a serious challenge to its two blockbuster products, the iPad and iPhone, for example. On the tablet market, Apple competes with an unexpected competitor: online seller Amazon.com. with the company announcing the release of a new version of the Kindle reader, something some analysts predict will be a serious challenge for Apple Apple iPad. Above is the perfect example of day-to-day competition in the market

Economic : Although Apple likes a strong brand among consumers, the demand for their products is inelastic, but its sales are sensitive to the turnaround. The company will be forced to change, innovate to adapt to tastes and needs, so the company can sell its products.

This is one of the issues that has affected Apple's innovation. Only when a company can identify and evaluate the company can the next steps be taken. In addition, this is also the motivation that supports the company to implement its breakthroughs. Apple is facing difficulties that force Apple to identify products that must be creative. Apple also said that they will have to put more effort into meeting not only the needs and satisfaction of customers at the present time but also for the future, where technology becomes more innovative. Apple's business model is to build customer attention to its brand and maintain customer loyalty with the products Apple provides. Therefore, these problems have forced Apple to develop not only technology but also service to meet customers' needs.