Apple Technology Case Study
Some of the issues related to the technology issue of Apple as they have been discussed and highlighted in the case study depict that the tech giant after the demise of its pioneer and founder Steve Jobs is finding it hard to continue with their legacy of being the leaders when it came to innovation. In one way it has to be agreed that Apple is finding it hard to keep up the standards and benchmarks of innovation that it had established earlier.
In one of the recent articles shedding light on the innovation issue of Apple was published in Forbes after the organization launched its latest smartphone of the i-series, iPhone 5S. The author in the article very clearly points out that innovation in any economy is manifested by the number of new entrants and competitors entering a particular market (Worstall, 2013). With the launch of 5S phone the company did not introduce any such features which can be said to have defined their innovation agenda which became synonymous with Apple over the years when it launched iPod, iPhone and iPad.
It was said to be a fine tweaking of all features and configurations that were already there in the earlier phones showcased by the company. Keeping in mind with competitors like Samsung and HTC flexing their muscles, the response from Apple through its products is rather confusing and lacking focus in the direction that they need to take for future. Moreover, they are trying to overburden themselves with things that they understand and know will not work in their favor. For example with the launch of iPhone 5, Apple decided to launch its own Ios maps instead of relying on Google. The result was the formation of something that can easily be regarded as an epic technological fail.
In an article that was published in the Business Insider at that time said that Google has more than 17,000 employees working solely on its Google Maps program. It will take many years for Apple to reach the same level (Kovach, 2012). Also, the article has correctly pointed out as a part of the technology strategy that it is important these days to market the product on a massive scale, especially when your archrival is spending whooping $400 million on its ads.
In the competitive times that the corporate faces today, an organization of a positioning like Apple can simply not rely on its technology strategy. This has to be synchronized with the marketing strategy of the company in order to ensure that both variables working in line for the benefit of the company in long term whether it is about profit making or brand value.
In terms of product innovation I think that iPad was one of the products that redefined the technology landscape and played a pivotal role in sealing the status of Apple as the leaders and pioneers of innovation in the technology industry. One of the ways through which this can be said is that it added a new dimension in terms of technology usage by making it more portable for users all around the world (Asay, 2010).
The integration of carrying your personal computer and other stuff was earlier introduced through laptops but Apple took it to a whole new level with its awesome touch screen technology, reduced and elegant size and easy to carry tablet. Since iPad was a from the scratch new product redefining the status of Apple as innovation leaders there were no such problems faced in its launching.