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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 iPod/iTunes combo, the iPhone, and the iPad all disrupted and redefined markets, and in the case of the iPhone and iPad created entire new ones.