What Kind of Innovative Does Apple Have to Be?

Harvard Business Review

Can''t innovate anymore, my ass," senior VP of product marketing Phil Schiller declared Monday after unveiling Apple''s new Mac Pro. It is a textbook example of what Clayton Christensen dubs a sustaining innovation , a product aimed at existing customers that improves on what went before it and is able to demand a premium price. The key to its phenomenal success over the past decade, though, has been — to use Christensen''s terminology again — disruptive innovation.