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. Until Apple comes out with its next big new disruptive thing, and it succeeds , the "Apple can''t innovate anymore" meme will live on, whatever Phil Schiller''s ass thinks.