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What Kind of Innovative Does Apple Have to Be?

Harvard Business Review

Other new features announced at Apple''s World Wide Developers Conference Monday, such as the iOS 7 and Mavericks operating systems, had a bit more actual newness to them. Can''t innovate anymore, my ass," senior VP of product marketing Phil Schiller declared Monday after unveiling Apple''s new Mac Pro. The key to its phenomenal success over the past decade, though, has been — to use Christensen''s terminology again — disruptive innovation.