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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. So do Apple executives. Can''t innovate anymore, my ass," senior VP of product marketing Phil Schiller declared Monday after unveiling Apple''s new Mac Pro. Then Apple comes out with the next market-creating product, and then they''re innovative again.