Design thinking and innovation at Apple case analysis report

Course Title: Managing Technology and Innovation Strategy

Assessment Task 3: Case study

Submission Date:

Submit on Turnitin, Word limit 4000 words

At least 30 references. Dont use www. References. The references articles about APPLE Inc. should in the time period from 1997 to 2012.

Please use the theory of lecture notes and the articles as a part of the references.

Should including the below videos as references:
Apple innovation:

The following factors are considered in assessing the analysis of the report, with the weighting of these criteria as follows (%):
Content: 35%
Application of design thinking: 25%
Structure: 20%
Writing mechanics: 10%
Evidence and referencing: 10%


A Harvard case study- Design thinking and innovation at Apple- needs to be analysed relevant to innovation management. Design thinking needs to be applied to the case study as part of your analysis.

Apple Case Study
What type of case is this?
What can we learn from this case?
What are some important questions to ask as you analyse the case?
Type of case?
Evaluation case: express a judgement about the effectiveness/value of a performance/act/outcome.
Understand how Apple effectively comes up with innovative products
Describe innovation process
Describe use of design thinking
Evaluate innovation process and design thinking against theory (lecture notes)
Evaluate what is done well and why and how
Make recommendations for improvement
What can we learn from this case?
What is the role of design thinking in Apple? How is design thinking managed?
How did Apple under Steve Jobs continuously come up with insanely great products?
How does innovation and experimentation touch every aspect of how Apple transforms products, services, and businesses?
Important questions?
Why has Apple been so successful? What do you attribute this to?
Is there a systematic approach to innovation at Apple? If yes, how would you characterise it?

Can Apples approach to innovation be imitated? If no, why not? If yes, how?

Apples key success factor
SO: Why was Apple so successful under Steve Jobs?
Steve Jobs personality
Link between strategy, innovation, leadership, execution: develop Table:

Suggested report outline
1. Introduction
2. Situation Analysis ?including a SWOT analysis and table, a PESTLE analysis and table,a key success factors analysis and table?
3. Assumptions, limitations (e.g. missing information)
4. Hypothesis e.g. Under Steve Jobs, Apple had a world class innovation process in which design thinking was an integral part
5. Evidence/proof of hypothesis(Use design thinking(double diamond) and the Innovation model to analysis the case)
6. Evaluation of evidence- pros and cons
7. Recommendations and actions(weakness and threat should go to the recommendations)
8. Appendices
9. References

Use design thinking add value to the case.
The most important theory in the lecture notes is topic 2,topic 3,topic 11.

? Use all relevant parts of the course: in particular, consider 2, 3,4, 5, 6, 8, 9, 10, 11
? Use double diamond model
? Use innovation model

Topic Content Area Lecture overview
2 and 3 Business innovation, design, change, and entrepreneurship; innovation strategy In this Topic we explore the relationship of innovation to entrepreneurship, design, and change.
Organisations which wish to gain a competitive advantage through innovation need to manage an innovation strategy which is tailored to support the corporate strategy.
4 ,5 and11 Managing technology; technology strategy The rate of development of technology is increasing, and organisations need to design and implement an integrated technology management framework to remain competitive.
A technology strategy is organisational plan which consist of objectives, principles and tactics relating to use of technologies. It is a set of decisionsrelated to the use and development of technologyintended to confer advantage to an organisation and is part of the more comprehensive competitive strategy of the organisation.

Topic Content Area Lecture overview
6 R&D management R&D is an important part of the innovation process and deals with the creation and use of knowledge to develop new products and processes which meet market/user needs.
8 and 9 Emerging and disruptive technologies Emerging and disruptive technologies have the potential to change markets and industries. These can be an opportunity or threat depending on an organisations ability to identify trends and appropriately manage the emerging technologies as part of its innovation and technology management processes.
10 Transferring emerging technologies to the market This topic focuses on the challenges, opportunities and methodologies of transferring emerging technologies to the market place.

Design thinking double diamond process

Source: UK Design Council (2005)



No one can analyse a case after reading it only one time, or even worse, doing the analysis during the first reading of the case. Read through the case once just to get an understanding of the nature of the case. During the second reading, begin to structure and classify the issues as they appear. A truly comprehensive case analysis will probably require at least three readings. These readings should take place with some time in between
Dont get trapped into thinking the answer to the case is hidden somewhere in the case text. There is never a single answer to a case just as there is never a single marketing strategy that is appropriate for all situations. Each case is unique. Looking for tricks or shortcuts is not appropriate
Make an effort to put yourself in the shoes of the decision maker in the case. The use of role-playing as part of the analysis can be very useful. It helps you gain some feeling for the perspective of the key parties at the time the case took place. After you have done several analyses, you will likely come up with your own additional procedures or guidelines that assist you with this process
You need to link the case analysis to your course- You need to think as a Business Executive
Process for working on cases

There are 3 types of case situation- problem, decision, evaluation. You need to decide which is appropriate as this affects the case analysis. However, you need to use judgement, as each case may have problems, require decisions, and need some evaluation
Problem situation: something important has happened, but we dont know why it did- there is a significant outcome (normally a change which results in a negative outcome), and there is no explicit explanation of the outcome. The analysis of a problem situation case begins with a definition of the problem; after that you work out an explanation of the problem by linking the (negative) outcome to its root causes
Decision situation: an example is- What is the best strategy the company should pursue in the future? In this case, need to first analyse the current strategy and how well it works
Evaluation situation: express a judgement about the effectiveness/value of a performance/act/outcome. Examples are- a new CEO evaluating the performance of the company; assessing a decision already taken

The Apple case describes Apple\’s approach to innovation, management, and design thinking. For several years, Apple has been ranked as the most innovative company in the world, but how it has achieved such success remains mysterious because of the company\’s obsession with secrecy. This note considers the ingredients of Apple\’s success and its quest to develop, in the words of CEO Steve Jobs, insanely great products.

Questions to consider:

What are the ingredients of Apples success as the most innovative company in the world?

What bold business experimentation has Apple used in its innovation process? Can this be replicated in other companies and how? Consider factors such as the role of the CEO as chief innovator, use of design thinking, their product development strategy and execution, innovation culture among other factors.

Why has Apple been so successful? What do you attribute it to?

Is there a systematic approach to innovation at Apple? If yes, how would you characterise it? Can it be imitated? If not, why not?

If you were Steve Jobs successor, what would your priorities be to maintain and enhance innovation?

Rubric is available for this assignment on the Blackboard


Grade Marks Requirements

High 80-100 Exceptionally clear understanding of subject matter and
Distinction appreciation of issues; well organised, formulated and sustained
arguments; well thought out and structured diagrams; relevant
literature referenced. Evidence of creative insight, and
originality in terms of comprehension, application and analysis
with at least some synthesis and evaluation.

Distinction 70-79 Strong grasp of subject matter and appreciation of key issues,
perhaps lacking a little on the finer points; clearly developed
arguments; relevant and well-structured diagrams; appreciation
of relevant literature. Evidence of creative and solid work in
terms of comprehension, application, analysis and perhaps some

Credit 60-69 Competent understanding of subject matter and appreciation of
some of the main issues though possibly with some gaps; clearly
developed arguments; relevant diagrams and literature use,
perhaps with some gaps; well prepared and presented. Solid
evidence of comprehension and application with perhaps some


Pass 50-59 Some appreciation of subject matter and issues; work generally
lacking depth and breadth and with gaps. Often work of this
grade comprises a simple factual description (ie. basic
comprehension) but little application or analysis. Work of this
grade may be poorly prepared and presented. Investment of
greater care and thought in organising and structuring work
would be required to improve.

Fail Up to 49 Unsatisfactory. Evidence of lack of understanding of subject
(minimal or inadequate comprehension and little or no
application) and inability to identify issues. Often inadequate in
depth and breadth. Sometimes incomplete or irrelevant.