Importance of Innovative Product Design: iPhone 17 Case Study | Bài thảo luận tiếng anh thương mại
The smartphone industry today is one of the most competitive and fast-changing
sectors in the global economy. With rapid innovation cycles, companies are under
constant pressure to release new models and features that can capture customer
attention and meet evolving market demands. In such a dynamic market, success
depends greatly on the ability to innovate, adapt, and differentiate. Tài liệu giúp bạn tham khảo, ôn tập và đạt kết quả cao. Mời đọc đón xem!
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THUONGMAI UNIVERSITY ----- -----
IMPORTANCE OF INNOVATIVE PRODUCT DESIGN (CASE: iPhone 17)
Lecturer: Ms. Do Diep Linh Group: 5 Class: 251_ENTI3411_12 Hanoi 2025 1 TABLE OF CONTENT
TABLE OF CONTENT........................................................................................................................2
GROUP INFORMATION....................................................................................................................3
MEETING MINUTES..........................................................................................................................5
MEETING MINUTES 1.....................................................................................................................5
MEETING MINUTES 2.....................................................................................................................6
MEETING MINUTES 3.....................................................................................................................7
A. INTRODUCTION............................................................................................................................8
I. Greeting..............................................................................................................................................8
II. Introducing the group’s members...................................................................................................8
III. Introducing the group’s topic........................................................................................................8
IV. Outlining the presentation..............................................................................................................8
B. BODY PARAGRAPH....................................................................................................................10 I.
Competitive Advantage.......................................................................................................10 II.
Adaptation to Market Changes......................................................................................10 III.
Enhancing Customer Experience...................................................................................11 IV.
Driving Sustainability and Long-Term Growth............................................................12
V. Strengthening Security and Privacy through Innovative Design.....................................14 VI.
Boosting Global Market Influence.................................................................................14
C. CONCLUSION...............................................................................................................................16
I. Reviewing all main points........................................................................................................16
II. Ending the presentation.........................................................................................................16 GROUP INFORMATION
Topic: Importance of Innovative Product Design (Case: iPhone 17) 2
Group: 5 Class: 251_ENTI3411_12 Lecturer: Do Diep Linh
Presentation assessment: List of students (in the order of presentation) No. Name Comments Tasks Mark 1 Pham Quang Manh - Successfully accomplish Enhancing the assigned tasks. Customer Experience - Actively contribute opinions 2 Nguyen Huy Anh Minh - Successfully accomplish Introduction the assigned tasks. - Actively contribute opinions 3 Khuc Xuan Nam - Successfully accomplish Competitive the assigned tasks. Advantage - Actively contribute opinions 4
Hoang Thi Thu Nguyet - Successfully accomplish - Driving the assigned tasks. Sustainability (Leader) and Long- - Actively contribute Term Growth opinions - Greeting - Ending the presentation 5 Le Long Nhat - Successfully accomplish Adaptation to the assigned tasks. Market Changes - Actively contribute opinions 3 6 Tran Quynh Nhu
- Successfully accomplish - Strengthening the assigned tasks. Security and Privacy - Actively contribute through opinions Innovative Design - Slide 7 Le Vo Kim Oanh - Successfully accomplish - Boosting the assigned tasks. Global Market (Secretary) Influence - Actively contribute opinions - Conclusion - Word MEETING MINUTES MEETING MINUTES 1
Time: From 9:30 PM to 10:00 PM, 28th August 4 Members: 1. Pham Quang Manh 2. Nguyen Huy Anh Minh 3. Khuc Xuan Nam
4. Hoang Thi Thu Nguyet (Leader) 5. Le Long Nhat 6. Tran Quynh Nhu 7. Le Vo Kim Oanh (Secretary)
Contents for discussing:
- Coming up with the ideas and outlines for the topic.
- Assigning tasks and deadlines to each member. Conclusion:
All members agree on the plan proposed by the group leader
Duties for members:
- Chaired the meeting: Hoang Thi Thu Nguyet
- Listened and contributed ideas: All the members
Head of the tema Oanh Le Vo Kim Oanh MEETING MINUTES 2
Time: From 10:00 PM to 10:30 PM, 18th September 5 Members: 1. Pham Quang Manh 2. Nguyen Huy Anh Minh 3. Khuc Xuan Nam
4. Hoang Thi Thu Nguyet (Leader) 5. Le Long Nhat 6. Tran Quynh Nhu 7. Le Vo Kim Oanh (Secretary)
Contents for discussing:
- The group leader gave comments on the preparation content of the members.
- The group leader assigned the next tasks and deadlines of the discussion to each member. Conclusion:
All members agree on the plan proposed by the group leader
Duties for members:
- Chaired the meeting: Hoang Thi Thu Nguyet
- Listened and contributed ideas: All the members
Head of the tema Oanh Le Vo Kim Oanh MEETING MINUTES 3
Time: From 10:00 PM to 10:45 PM, 1st Otober Members: 6 1. Pham Quang Manh 2. Nguyen Huy Anh Minh 3. Khuc Xuan Nam
4. Hoang Thi Thu Nguyet (Leader) 5. Le Long Nhat 6. Tran Quynh Nhu 7. Le Vo Kim Oanh (Secretary)
Contents for discussing:
- Assessing each member of the group.
- Rehearsing for the presentation Conclusion:
All members agree on the plan proposed by the group leader
Duties for members:
- Chaired the meeting: Hoang Thi Thu Nguyet
- Listened and contributed ideas: All the members
Head of the tema Oanh Le Vo Kim Oanh A. INTRODUCTION I. Greeting
Our group would like to send greetings to lecturer Do Diep Linh and all
classmates in this course. It is our great pleasure to present today’s discussion, and we
would like to sincerely thank you for giving us the chance to share our ideas. Our
group has prepared this presentation with the hope of bringing clear insights and 7
practical examples. We are looking forward to discussing today’s topic, which
highlights the role of innovative product design in shaping business success and
customer experience in a rapidly changing global market.
II. Introducing the group’s members
Before we dive into the heart of the discussion, let me take a moment to
introduce the members of our team. Let us introduce the seven dynamic individuals who form our team: 1. Pham Quang Manh 2. Nguyen Huy Anh Minh 3. Khuc Xuan Nam
4. Hoang Thi Thu Nguyet (Leader) 5. Le Long Nhat 6. Tran Quynh Nhu 7. Le Vo Kim Oanh (Secretary)
III. Introducing the group’s topic
The smartphone industry today is one of the most competitive and fast-changing
sectors in the global economy. With rapid innovation cycles, companies are under
constant pressure to release new models and features that can capture customer
attention and meet evolving market demands. In such a dynamic market, success
depends greatly on the ability to innovate, adapt, and differentiate.
A clear example of this trend is the launch of Apple’s iPhone 17. More than just
another smartphone release, the iPhone 17 reflects Apple’s strong commitment to
innovative product design. It introduces advanced features, a refined user experience,
and sustainable design considerations that set new standards for the industry. As
Apple’s latest flagship, the iPhone 17 is not only a powerful communication tool but
also a symbol of cutting-edge technology and forward-thinking sustainability.
At the center of this discussion lies the concept of innovation. Innovation can be
defined as the process of creating new ideas, methods, or products that bring significant
improvements and add value to businesses, consumers, and society. In the smartphone
industry, innovation means more than invention—it is about meeting evolving needs,
solving problems effectively, and shaping future trends.
The innovative design of the iPhone 17 highlights the crucial role of product
innovation in today’s market. It demonstrates how innovation can drive 8
competitiveness, ensure adaptation to shifting market demands, enhance the customer
experience, and promote long-term sustainability.
IV. Outlining the presentation
To give you a clear overview, let us briefly outline the structure of our
presentation. We will begin with providing some background on the highly competitive
smartphone industry and explain why innovation plays such a vital role in this market.
In this section, we will also introduce our case study: the iPhone 17, Apple’s latest
product, which demonstrates how innovative design can serve as a strategic tool.
Next, the body of our presentation will be divided into four main parts. First, we
will analyze how the iPhone 17’s unique design gives Apple a strong competitive
advantage in the global smartphone market. Second, we will show how its features
illustrate Apple’s ability to adapt to changing market demands, such as AI integration
and energy-efficient technology. Third, we will focus on how innovative design
directly enhances customer experience, from ergonomics to camera quality and battery
performance. Fourth, we will discuss how Apple links product design with
sustainability and long-term growth, for example through the use of recycled materials and eco-friendly packaging.
Finally, in conclusion, we will restate our main thesis and summarize how the
iPhone 17 demonstrates the importance of innovative product design for
competitiveness, adaptability, customer satisfaction, and sustainability.
B. BODY PARAGRAPH 9 I. Competitive Advantage
The design of the iPhone 17 serves as a key driver of Apple’s competitive
advantage in the global smartphone market. Apple has consistently treated design not
simply as a matter of appearance, but as a strategic element that combines
functionality, innovation, and emotional appeal. The slimmer body improves
portability and comfort, while the advanced display offers a more immersive visual
experience through higher brightness, smoother responsiveness, and thinner bezels.
The redesigned camera reinforces Apple’s philosophy of blending technology with
aesthetics, as it is both a technical upgrade and an instantly recognizable design feature
that distinguishes the iPhone from its rivals.
Perhaps the most striking innovation is the titanium frame, a material that is
rarely used in mainstream smartphones. Titanium provides strength and lightness at the
same time, enhancing durability while contributing to a sleek, luxurious feel. More
importantly, it symbolizes exclusivity and craftsmanship, allowing Apple to position
the iPhone 17 as not just a piece of technology, but also a premium lifestyle product.
This emphasis on materials and design helps Apple reduce reliance on technical
specifications alone and move away from direct price competition. Instead, the
company shifts consumer attention to the value of quality, design, and long-term
usability, which justifies higher pricing and sustains its profit margins.
Beyond individual features, the overall design reinforces Apple’s powerful
brand identity as a global leader in innovation and aesthetics. Every new iPhone release
shapes consumer expectations, not only for smartphones but also for other products in
Apple’s ecosystem. By maintaining a consistent design philosophy, Apple strengthens
brand loyalty, encourages upgrades, and enhances the halo effect across its devices and
services. As a result, the iPhone 17’s design does not just create short-term appeal but
secures long-term strategic advantage by protecting Apple’s premium positioning and customer base. I.
Adaptation to Market Changes
Apple’s strategy with the iPhone 17 clearly demonstrates how the company
adapts to the fast-changing demands of the smartphone market.
Today’s consumers are no longer satisfied with a device that only provides basic
communication. Instead, they want a smartphone that reflects their lifestyle, supports
their daily activities, and aligns with broader global concerns such as sustainability and 10
efficiency. Apple recognizes these shifts and has adjusted its design and innovation priorities accordingly.
One major adaptation is in the area of display technology. By introducing larger,
energy-efficient screens, Apple is addressing two important trends at the same time. On
one hand, users demand better visual experiences for gaming, streaming, and remote work.
On the other hand, there is rising global awareness about climate change and
environmental responsibility. Energy-efficient displays allow Apple to reduce power
consumption, which not only benefits the user by extending battery life but also
positions Apple as a brand that cares about eco-friendly technology. This is a smart
response to consumer expectations that go beyond performance and focus on sustainability.
Another way Apple adapts is through the integration of artificial intelligence.
AI-powered features are now central to the iPhone 17, offering personalization across
photography, health tracking, and productivity tools. Consumers today want their
devices to “understand” them and adjust to their habits. For example, intelligent
photography powered by AI can automatically improve images for social media
sharing, a key demand in today’s digital culture. By doing this, Apple is not only
keeping up with trends but actively shaping how users interact with technology in their everyday lives.
Furthermore, Apple shows adaptability by exploring new design directions, such
as foldable or modular concepts. These reflect the multitasking lifestyles of modern
users who want flexibility and efficiency in one device. While these designs may not
yet be mainstream, Apple’s willingness to experiment shows that it is preparing for
future consumer preferences, ensuring the iPhone remains relevant in a highly competitive market. II.
Enhancing Customer Experience
Innovative product design can significantly enhance customer experience by
making products more functional, intuitive, and enjoyable to use. A well-designed
product is not only visually appealing but also tailored to meet customer needs in smarter, more efficient ways.
First, an ergonomic design ensures the product fits comfortably in the
customer’s hand and reduces strain during long periods of use. For example, the iPhone 11
17 introduces a new aluminum alloy frame that makes the device noticeably lighter and
slimmer. This ergonomic improvement reduces hand fatigue during extended use and
makes the phone more comfortable to hold for gaming, streaming, or reading.
Second, Battery life is one of the most important factors influencing customer
experience, because a longer-lasting battery means fewer interruptions and less anxiety
about recharging. With its enhanced battery design, the iPhone 17 offers significantly
more usage time than the iPhone 16: Apple quotes up to 30 hours of video playback for
the iPhone 17, compared to 22 hours for the iPhone 16; an increase of 8 hours. For
video streaming, the gains are even larger: 27 hours for the iPhone 17 versus 18 hours
for the iPhone 16; a 9-hour improvement. This boost in battery life means users can
depend on their phone for a full day or more of active use without always hunting for a
charger adding real convenience, reliability, and trust in the product.
Third, Modern customers expect their devices to capture high-quality photos
and videos, whether for personal use or professional purposes. Advanced camera
systems meet the needs of casual users, who want simple point-and-shoot convenience,
as well as professionals, who require detailed and customizable features. By delivering
clear images, better low-light performance, and versatile lenses, innovative designs
enhance user creativity and satisfaction. The iPhone 17 exemplifies this with its next-
generation camera system that includes improved low-light performance, enhanced
zoom, and AI-powered editing tools. This allows casual users to capture stunning
results with ease while enabling professionals and content creators to achieve near studio-quality content. III.
Driving Sustainability and Long-Term Growth
One important aspect of the iPhone 17’s design is its strong emphasis on
sustainability and long-term growth. In recent years, consumers have become
increasingly aware of environmental issues, and many companies have faced pressure
to adopt more eco-friendly practices. Apple has responded to this global trend by
integrating sustainability into its product design, and the iPhone 17 provides a clear
illustration of this effort. Instead of focusing solely on advanced technological
functions or aesthetic improvements, Apple has attempted to balance innovation with
environmental responsibility. This direction not only reduces the ecological impact of
its products but also strengthens Apple’s image as a company that adapts to global concerns. 12
The first notable example of sustainability in the iPhone 17 is its use of recycled
materials. Apple incorporates recycled aluminum and rare earth elements in the
phone’s structure. This choice is significant because the extraction of these raw
materials often leads to pollution and environmental degradation. By reducing
dependence on mining, Apple is able to minimize damage to natural ecosystems while
still ensuring the durability and premium quality of its products. Furthermore, this
practice highlights the idea that high-end devices do not necessarily require newly
extracted resources. From a consumer perspective, it also enhances trust in Apple’s
commitment to responsible production, as customers are more likely to support
companies that demonstrate social responsibility.
Another important design element is the use of energy-efficient components.
The iPhone 17 is equipped with a processor and battery system that consume less
energy compared to previous models. On the surface, this may appear to be a small
improvement, but when applied across millions of devices worldwide, the reduction in
energy usage becomes substantial. Lower energy consumption contributes directly to a
decrease in carbon emissions associated with smartphone usage. In addition, the
improved energy efficiency benefits users by providing longer battery life, which
creates a more convenient and satisfying experience. Therefore, this innovation
demonstrates how Apple is able to combine environmental protection with practical advantages for customers.
Apple’s focus on sustainability also plays a crucial role in supporting its long-
term growth. As consumers become more environmentally conscious, companies that
align with eco-friendly values are more likely to maintain customer loyalty and attract
new buyers. The iPhone 17’s 100% plastic-free packaging is a strong example of this
strategy. Packaging is often overlooked, yet it contributes significantly to global plastic
waste. By eliminating plastic from its product packaging, Apple not only reduces waste
but also appeals to consumers who wish to make responsible purchasing decisions.
This approach positions the company as a leader in sustainable design and helps it stay
ahead in a highly competitive market.
Finally, it is important to recognize that Apple’s sustainability efforts extend
beyond individual features and reflect a broader corporate strategy. By embedding
environmental values into the design of the iPhone 17, Apple signals to the market that
it is committed to both innovation and social responsibility. This alignment with global 13
eco-friendly trends not only enhances Apple’s brand reputation but also ensures that
the company remains relevant as consumer expectations evolve. IV.
Strengthening Security and Privacy through Innovative Design
Another significant aspect that highlights the importance of innovative product
design in the iPhone 17 is Apple’s emphasis on enhancing security and privacy through
newly developed design features. In the context of rapid technological growth, threats
such as data leaks and cyberattacks have become increasingly common, making
security a crucial factor that strongly influences consumers’ purchasing decisions.
Innovative design allows Apple not only to create a highly functional product but also
to deliver peace of mind to customers, thereby reinforcing trust and long-term brand loyalty.
Specifically, the iPhone 17 introduces an advanced Face ID system that is
embedded directly into the display instead of relying on a separate module. This
demonstrates how design innovation is not limited to aesthetics but also contributes to
higher security standards at the hardware level. Such a change provides users with a
seamless unlocking experience while minimizing potential vulnerabilities to external
threats. At the same time, the iPhone 17 incorporates on-device data processing rather
than cloud-based storage, giving users greater control over their personal information
and reducing the likelihood of data breaches.
Moreover, Apple leverages artificial intelligence to develop intelligent
recognition systems capable of detecting unusual activities and alerting users promptly.
This is a clear example of how innovative design extends beyond appearance,
encompassing the integration and optimization of technology to address the growing
demand for data protection. By prioritizing user privacy in its design strategy, Apple
not only meets rising consumer expectations but also strengthens its reputation as a
company that balances innovation with responsibility. V.
Boosting Global Market Influence
Innovative product design in the iPhone 17 reinforces Apple’s influence in
shaping global smartphone trends. Apple has consistently demonstrated that design is
not only about appearance but also about creating new standards for the industry. With
the iPhone 17, the company once again proves its ability to combine technological
excellence with aesthetic appeal, strengthening its role as a market leader on the global stage. 14
One of the clearest signs of Apple’s influence is the way competitors often
follow its design direction. For years, rival smartphone companies have adjusted their
strategies in response to Apple’s design choices, whether it was the introduction of the
touchscreen, the removal of the headphone jack, or the development of all-screen
displays. The iPhone 17 continues this pattern. Its titanium frame and advanced
durability features quickly inspired other manufacturers to explore similar premium
materials for their flagship devices. This trend illustrates how Apple’s design decisions
can ripple across the industry and redefine what consumers expect from a high-end smartphone.
Moreover, innovative designs like those in the iPhone 17 establish new
benchmarks for quality, durability, and user experience worldwide. When Apple
introduces a breakthrough, it not only satisfies its loyal customer base but also pushes
the entire industry forward. Companies across Asia, Europe, and North America look
to Apple as a reference point, often using its latest models as a guide for their own
innovation roadmaps. In this way, Apple indirectly shapes the global competitive
environment, ensuring that design standards keep evolving in line with its vision.
Beyond the technical sphere, Apple’s influence extends to lifestyle and culture.
The iPhone 17, like its predecessors, reinforces the brand’s reputation as not just a
technology company, but also a global trendsetter in design and modern living.
Owning the latest iPhone is often perceived as a symbol of status and sophistication,
demonstrating how product design impacts not only functionality but also identity and
lifestyle choices. This blending of technology and culture magnifies Apple’s global
presence and differentiates it from many of its competitors.
In conclusion, the iPhone 17 is more than a new device; it is a powerful example
of how innovative product design can strengthen global market influence. By setting
trends that competitors follow, raising international benchmarks for design and
performance, and shaping cultural perceptions of technology, Apple continues to
expand its role as a global leader. The iPhone 17 demonstrates that design-driven
innovation is one of the most effective ways for a company to boost its market impact on an international scale. 15 C. CONCLUSION
I. Reviewing all main points.
The iPhone 17 clearly illustrates why innovative product design is more critical
than ever. Its development shows how a forward-thinking design can go beyond
aesthetics to become a strategic advantage for a company operating in a fast-moving tech world.
By combining cutting-edge features with user-focused improvements, the
iPhone 17 strengthens Apple’s competitiveness, helping the brand stay ahead of rivals.
Its design also shows an ability to adapt to rapid market shifts, meeting changing
consumer expectations and new technology trends. At the same time, Apple’s emphasis
on enhanced customer experience – from intuitive interfaces to improved durability –
makes the device more appealing and valuable to users. Furthermore, the integration of
sustainable materials and energy-efficient components highlights how innovation can
support environmental responsibility without sacrificing performance.
Overall, the iPhone 17 proves that continuous innovation in product design is
the cornerstone of long-term success in the technology industry. Apple’s approach
demonstrates that when design and innovation move hand in hand, they not only meet
current market needs but also shape the future of consumer technology.
II. Ending the presentation.
On behalf of our group, we would like to sincerely express our gratitude to Ms.
Đỗ Diệp Linh for her dedicated guidance and valuable support during the preparation
of this presentation. Her insightful instructions not only helped us understand the topic
more deeply but also encouraged us to approach the subject in a more critical and
creative way. Without her support, it would have been very difficult for us to complete
this work effectively. Her encouragement, and future feedback are truly meaningful to
us, as she will provide opportunities for us to reflect, learn, and continuously improve
our academic performance as well as presentation skills.
Finally, we deeply appreciate the chance to work together as a team on this
topic. The process of researching, discussing, and preparing for this presentation has
been an invaluable learning experience for each member, helping us not only gain
knowledge but also strengthen teamwork, communication, and critical thinking skills.
Once again, thank you very much for your attention and support. 16 17
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