Innovation - Apple's Innovation | Bài thảo luận Tiếng anh thương mại 1

TRƯỜNG ĐẠI HỌC THƯƠNG MẠI
----------------------------------- TOPIC
Innovation - Apple's Innovation
Giảng viên hướng dẫn: NGUYỄN QUỲNH ANH
Nhóm thực hiện: Nhóm 4 Học phần:
Tiếng anh thương mại 1
Lớp học phần: 251_ENTI3311_07
Hà Nội, tháng 9 năm 2025
MEMBER EVALUATION FORM No. Name Mã SV Tasks Comments Mark 1 Triệu Trường 23D160279 1. Introduction Khương 2 Đinh Đức
Lân 23D160281 2.1 Key innovations at Apple 3 Nguyễn Bạch Khánh 21D190174 2.2 Factors driving Apple's innovation 4 Trần T rung Kiên 23D160078 2.3 Impact of innovation at Apple 5Sái Thị 2.4 Challenges in Thúy Kiều 23D160182 maintaining Apple's innovation 6Lê Đức Linh 23D105058 3. Conclusion 2
GROUP MEETING MINUTES Topic: Innovation
Group: 4 (Class: 25I_ENT13311_07)
Time: 8:00 p.m. – 9:00 p.m., September 11, 2025 Place: Google Meet Participants: - Nguyễn Bạch Khánh - Triệu Trường Khương - Trần Trung Kiên - Sái Thị Thúy Kiều - Đinh Đức Lân - Lê Đức Linh
Contents of Discussion
1. Deciding the main topic of Group and beginning the assigned topic:” Innovation - Apple's Innovation.”
2. Sharing ideas for the format of discussion. Conclusion Members will present in turns.
Members 1 and 3: maximum 2 minutes each.
Remaining members: maximum 4 minutes each.
Members must rehearse several times and prepare key points carefully.
Duties for Participants
Complete assigned tasks on time.
Attend the presentation punctually and be prepared.
Ensure previous assignments are completed thoroughly.
Minute-Taker: Đinh Đức Lân
Leader: Sái Thị Thúy Kiều 3 CONTENTS
1. INTRODUCTION......................................................................................................3 1.1.
Introduction to the concept of innovation........................................................3 1.2.
History of Apple’s formation and development...............................................3
2. BODY..........................................................................................................................4 2.1.
Key Innovations at Apple..................................................................................4 2.1.1
. Product Innovation...........................................................................................4 2.1.2
. Process Innovation............................................................................................5
2.1.3. Business Model Innovation..............................................................................6 2.2.
Factors Driving Apple’s Innovation.................................................................7 2.2.1
. Subjective Factors.............................................................................................7 2.2.2
. Objective Factors..............................................................................................8 2.2.3
. Synthesis...........................................................................................................8 2.3.
Impact of innovation at Apple...........................................................................9 2.3.1
. Impact on Apple corporation............................................................................9 2.3.2
. Impact on consumers......................................................................................10
2.3.3. Impact on society & economy........................................................................11 2.4.
Challenges in maintaining Apple's innovation...............................................12
2.4.1. The challenge of AI and software innovation.................................................12
2.4.2. Market and product strategy challenges..........................................................12
2.4.3. Supply chain and global market pressures......................................................13
3. CONCLUSION.........................................................................................................15 4 1. INTRODUCTION.
1.1. Introduction to the concept of innovation.
Innovation is a powerful concept that plays a central role in the progress of human
society. In simple words, innovation means creating new ideas, new methods, or new
products that bring better solutions to problems. It is not only about inventing something
that has never existed before, but also about improving existing products or systems to
make them more efficient and more valuable. Innovation can be seen in many areas, such
as technology, education, medicine, or even business models. Without innovation, the
world would remain static, and industries would not be able to compete or grow. That is
why innovation is often considered the key factor that helps organizations and companies succeed in the global market.
1.2. History of Apple’s formation and development.
Now, let us move on to the history of Apple, a company that perfectly represents the
spirit of innovation. Apple was founded in 1976
by three men: Steve Jobs, Steve
Wozniak, and Ronald Wayne. They started their journey in a small garage in California,
where they built the first Apple computer, known as the Apple I. This invention marked
the beginning of Apple’s reputation as a company that dares to think differently. In the
following years, Apple continued to develop more advanced computers and gradually
became a well-known name in the technology industry. However, what truly changed the
world was the introduction of the iPod in 2001, followed by the iPhone in 2007 and the
iPad in 2010. These products completely reshaped the way people communicate, work,
and entertain themselves. From a small start-up, Apple has grown into one of the most
valuable companies in the world, thanks to its continuous focus on creativity and innovation. 5 2. BODY.
2.1. Key Innovations at Apple.
Innovation is one of the main reasons why Apple has become one of the most
valuable companies in the world. Since its foundation, Apple has always tried to be
different from other technology companies. The company does not only focus on making
new products but also on improving the way products are designed, produced, and sold.
This ability to innovate in many areas makes Apple unique and gives it a strong
competitive advantage. Apple’s innovations can be divided into three main areas: product
innovation, process innovation, and business model innovation. Each of these plays an
important role in the company’s growth. Product innovation shows how Apple creates
devices that change the way people use technology. Process innovation demonstrates how
Apple improves the way it produces and delivers products to customers. Business model
innovation explains how Apple builds an ecosystem of hardware, software, and services
that ensures long-term customer loyalty.
Together, these innovations help Apple to stay ahead of competitors, to lead the
global market, and to influence the whole technology industry. In the following sections,
we will look more closely at each type of innovation at Apple. 2.1.1. Product Innovation
Apple’s product innovation is perhaps the most visible and famous. From the first
Macintosh computer to the iPod, iPhone, iPad, and Apple Watch, the company has
repeatedly introduced devices that redefine entire industries. Among all of Apple’s
products, the iPhone stands out as the most revolutionary. It changed the way people
communicate, work, and entertain themselves.
The iPhone 17 continues this tradition of innovation. It is not just an updated
version of earlier models but a device that shows Apple’s vision of the future of personal
technology. The iPhone 17 introduces several improvements that are both practical and
forward-looking. For example, it uses advanced AI-powered features in its camera
system, making photography and video recording more professional and user-friendly at
the same time. Users can capture better images in low light, edit automatically with AI
suggestions, and share content instantly with other Apple devices. 6
Another key feature of the iPhone 17 is its new processor, which is faster and more
energy efficient. This means longer battery life and smoother performance for demanding
applications such as gaming, augmented reality, and machine learning tasks. The phone
also emphasizes sustainability by including recycled materials and reducing its carbon
footprint. This shows Apple’s awareness of global environmental challenges.
Perhaps most importantly, the iPhone 17 integrates even more deeply with Apple’s
ecosystem. For example, it connects seamlessly with the Apple Watch for health
monitoring, with the MacBook for productivity, and with iCloud for secure storage. These
connections create a user experience that goes beyond the device itself. Customers do not
just buy an iPhone; they buy access to the whole Apple world.
In short, the iPhone 17 demonstrates how Apple uses product innovation to keep
customers excited, loyal, and willing to pay premium prices. It is not only a smartphone
but a symbol of Apple’s ability to combine design, technology, and user experience into one powerful product. 2.1.2. Process Innovation.
While Apple’s products are what customers see and use, process innovation is
what makes those products possible. Process innovation refers to the ways Apple
improves its manufacturing, supply chain, and overall production methods. These
innovations are less visible but equally important for the company’s success.
One of Apple’s biggest strengths is its advanced manufacturing process. The
company uses automation, robotics, and precision engineering to make sure every device
meets the highest quality standards. For example, the design of the iPhone requires
extremely precise engineering, and Apple has developed new manufacturing techniques to
achieve this. Such innovations ensure that Apple products are not only beautiful but also reliable and durable.
Sustainability is another area where Apple has applied process innovation. The
company now uses recycled aluminum in its MacBook and iPhone cases, reduces plastic
packaging, and runs many of its factories on renewable energy. By doing this, Apple
lowers its environmental impact while also meeting the expectations of socially conscious consumers. 7
Apple’s supply chain management is also a remarkable example of process
innovation. The company has built close partnerships with suppliers all over the world,
ensuring access to the best components at the right time. Apple carefully manages
inventory and logistics so that when a new product is launched, millions of units are
available worldwide almost immediately. This efficiency is unmatched by most
competitors and gives Apple a clear advantage in global distribution.
Through these process innovations, Apple is able to maintain high levels of
efficiency, reduce costs, and guarantee product quality. Without these improvements
behind the scenes, Apple would not be able to deliver the groundbreaking products that customers expect.
2.1.3. Business Model Innovation.
In addition to products and processes, Apple is also known for its business model
innovation. Many technology companies rely mainly on hardware sales, but Apple has
developed a much more sustainable approach. Its business model is built on a
combination of hardware, software, and services, which together form a unique ecosystem.
The hardware includes iconic devices such as the iPhone, iPad, Mac, and Apple
Watch. The software includes operating systems like iOS, macOS, and watchOS, which
are designed to work seamlessly with Apple’s hardware. On top of this, Apple has created
a wide range of services, such as the App Store, iCloud, Apple Music, Apple TV+, and
Apple Pay. These services generate recurring revenue and make customers more
dependent on Apple’s ecosystem.
What makes this model innovative is the way everything connects together. For
example, a customer who buys an iPhone will likely also use iCloud to store photos,
Apple Music for entertainment, and Apple Pay for transactions. Each service adds more
value to the hardware, and the hardware makes the services more attractive. This cycle
creates strong customer loyalty and makes it difficult for users to switch to competitors.
Another important part of Apple’s business model is its focus on premium
branding and customer experience. Apple stores are not only places to buy products but
also places to experience the brand. The clean design, helpful staff, and technical support
at the Genius Bar all reinforce Apple’s image as a company that values quality and innovation. 8
By combining products, processes, and services into one integrated system, Apple
has created a business model that ensures steady growth. Even if hardware sales slow
down in some years, the company still earns billions from services. This innovation in the
business model allows Apple to remain profitable and competitive in a changing global market.
2.2. Factors Driving Apple’s Innovation
Apple is one of the most innovative companies in the world. Its success does not
come by chance. Innovation at Apple is the result of many factors that work together.
Some of them come from people and culture. Others come from systems, strategy, and
resources. Following the framework of seven success factors, we can divide Apple’s drivers of innovation into two
groups: subjective factors (human and cultural) and
objective factors (structural and material). Together, they build a strong base for Apple’s long-term innovation. 2.2.1. Subjective Factors.
Leadership (The Management) Leadership plays a very important role in Apple’s
innovation. Steve Jobs gave Apple a bold vision. He always pushed for simple, elegant
products that could change the way people live. His decisions, like creating the iPhone
without a keyboard, changed the whole industry. Tim Cook, who became CEO after Jobs,
focuses more on operations and global supply chains. He helped Apple grow larger but
still innovative. At Apple, leaders not only give direction, they also inspire people to think bigger and try harder.
Corporate Values (The Values) Apple has strong values that shape its culture. The
company respects employees, values fairness, and motivates people to do their best. The
famous motto “Think Different” shows how Apple encourages people to go beyond
normal limits. Employees feel that their work is meaningful, not just for profit but for
making life better. This belief makes them more creative and loyal to the company.
Innovation Mindset (The Innovation) Innovation at Apple is a way of thinking, not
just a department. Employees are encouraged to test ideas, build prototypes, and improve
them many times. Failure is not punished but seen as part of learning. This mindset has
created products like the iPhone, iPad, and Apple Watch. Instead of only making small
changes, Apple tries to design new experiences for users. This is how Apple becomes a leader, not a follower. 9
Cooperation and Collaboration (The Cooperation) Apple is also known for strong
teamwork across different groups. Designers, engineers, and marketers work together
from the start of a project. They combine their knowledge, so the product is advanced in
technology, beautiful in design, and easy to use. This cooperation is one of Apple’s big
advantages. It makes the final product better than what separate teams could do alone. 2.2.2. Objective Factors
Strategic Orientation (The Right Strategy) Apple has a clear strategy. It focuses on the
premium market. Instead of competing on low prices, Apple competes on quality, design,
and ecosystem. This clear direction helps Apple use its R&D budget more effectively. By
not joining price wars, Apple keeps its resources focused on what makes it unique. This
strategy supports long-term innovation and strong profits.
Organizational Structure (The Structure) Apple uses a centralized structure. It is
organized by functions, not by separate product divisions. Important decisions are made at
the top, which ensures all products follow the same vision. This structure helps Apple
keep consistency between hardware, software, and services. For users, this means all
Apple devices work well together. While centralization can sometimes be slow, for Apple
it keeps high standards and a unified direction.
Resources and Work Equipment (The Work Equipment) Resources and tools are
also key drivers of innovation. Apple spends billions every year on research and
development. It has advanced labs and prototyping facilities. One of Apple’s biggest
strengths is its own technology, such as Apple Silicon chips. These give Apple more
control over performance and design. At the same time, Apple has strong partnerships
with suppliers to ensure high-quality parts and fast production. These resources make it
possible to turn creative ideas into real products for millions of users. 2.2.3. Synthesis.
Apple’s innovation comes from the mix of subjective and objective factors.
Subjective factors - like leadership, values, creative mindset, and cooperation - give
people motivation, inspiration, and energy to innovate. Objective factors - like strategy,
structure, and resources - provide the systems, tools, and direction to make innovation real. 10
This combination explains why Apple continues to create groundbreaking products that
shape the global technology market. Innovation at Apple is not luck. It is the result of a
clear vision, strong culture, smart strategy, and powerful resources working together.
2.3. Impact of innovation at Apple.
The impact of innovation at Apple can be viewed from multiple perspectives, as its
influence extends far beyond product development. On the one hand, innovation shapes
Apple as a corporation, determining its market position, profitability, and global strategy.
On the other hand, it directly affects consumers by changing how they interact with technology, communicate, a
nd access information. Beyond these levels, Apple’s
continuous innovation also leaves a broader footprint on society and the economy, driving
new industries, shaping cultural trends, and influencing global technological standards.
2.3.1.Impact on Apple corporation.
Innovation has been the foundation of Apple’s rise from a small computer company in the
1970s to one of the most valuable corporations in the world. Founded in 1976, Apple first
made its mark with the Macintosh in 1984, introducing a graphical user interface that set a
new standard for personal computing. A major turning point came in 2001 with the iPod,
which transformed digital music consumption and laid the groundwork for Apple’s
ecosystem strategy. The launch of the iPhone in 2007 was Apple’s most significant
innovation, blending phone, music, and internet into one device and reshaping the entire smartphone industry.
Financially, Apple’s innovations have had a transformative impact. The iPhone
alone has generated more than half of Apple’s revenue since 2012, with sales peaking at
$231 billion in 2015. Apple’s services, such as the App Store launched in 2008, have
become a major revenue stream, contributing over $85 billion in fiscal year 2022. By
innovating in both hardware and services, Apple has created recurring income while
maintaining premium pricing, ensuring consistently high profit margins compared to
competitors like Samsung or Huawei.
Innovation has also strengthened Apple’s brand and customer loyalty. The
introduction of the Apple Watch in 2015 expanded Apple into wearable technology, and
by 2022, it had captured about 30% of the global smartwatch market. The seamless
integration of products through iCloud, AirDrop, and Handoff creates a strong
“ecosystem lock-in” effect, discouraging users from leaving Apple’s platform. This 11
interconnected experience has made Apple’s brand the most valuable globally for several
years, with Brand Finance valuing it at over $355 billion in 2022.
On the organizational side, Apple invests heavily in research and development to sustain
innovation. In 2022 alone, Apple spent $26.3 billion on R&D, a sharp increase compared
to just $2.4 billion in 2004. This investment has led to groundbreaking technologies, such
as Apple’s transition from Intel processors to its own Apple Silicon chips in 2020, which
significantly improved performance and energy efficiency in Macs. Apple’s culture of
innovation and secrecy attracts top talent and ensures the company continues to set industry standards.
Nevertheless, Apple’s dependence on constant innovation also presents challenges.
Consumers and investors expect each new product to be revolutionary, and missteps—
like the cancellation of the AirPower wireless charger in 2019—can harm Apple’s
reputation. Competition is also fierce, with companies like Samsung and Google rapidly
imitating new features. Despite these risks, Apple’s long track record—from the
Macintosh in 1984 to the iPhone in 2007 and Apple Silicon in 2020—demonstrates that
innovation remains the key driver of its growth, profitability, and market leadership. 2.3.2. Impact on consumers.
Apple’s innovations have significantly changed the way consumers live, work, and
connect with technology. The launch of the iPhone in 2007 combined phone, internet, and
multimedia functions into one device, setting a new standard for smartphones and creating
a mobile-first culture. The introduction of the App Store in 2008 further empowered
users, giving them access to millions of applications that reshaped daily habits—from
communication and entertainment to shopping and education. These innovations made
technology more central to everyday life and transformed global consumer behavior.
Apple has also enhanced convenience and security through its integrated
ecosystem. Features like iCloud, Face ID, and AirDrop allow seamless data sharing,
storage, and protection across devices, creating a smooth and reliable user experience.
The close integration of iPhones, iPads, Macs, and Apple Watches encourages long-term
loyalty, as consumers benefit from the efficiency of staying within Apple’s ecosystem.
This interconnected design not only saves time but also builds trust, making Apple
products difficult for many to replace. 12
In addition, Apple has influenced consumer health and well-being through
innovations like the Apple Watch. Since its release in 2015, the device has introduced
features such as heart rate monitoring,
ECG, and blood oxygen tracking, enabling
individuals to take greater control of their personal health. These tools have even helped
save lives by detecting irregularities and prompting users to seek medical care. While
Apple’s premium pricing and frequent product updates create challenges for affordability
and sustainability, its innovations continue to empower consumers, offering greater
convenience, connectivity, and health awareness in their daily lives.
2.3.3. Impact on society & economy.
Apple’s innovations have had a major impact on society by reshaping how people
communicate, learn, and live. The iPhone, introduced in 2007, revolutionized mobile
communication, giving billions of people worldwide access to the internet, social media,
and apps in their pocket. The App Store, launched in 2008, fostered a global app economy
that supports education, entertainment, and health, while devices like the Apple Watch
have made health monitoring more accessible to the public. These innovations have
influenced social behavior, creating a mobile-first lifestyle where technology is deeply
embedded in everyday activities.
Economically, Apple has generated enormous value through job creation and
global supply chains. The company directly employs more than 160, 000 people
worldwide, while its App Store ecosystem supports millions of developers and
businesses. In 2022 alone, the App Store facilitated over $1.1 trillion in billings and sales
globally, stimulating entrepreneurial growth and small business opportunities. Apple’s
reliance on a vast supply network, particularly in countries like China, also contributes
significantly to local and global manufacturing economies.
At the same time, Apple’s innovation-driven business model has ripple effects
across industries. Competitors are forced to innovate, raising the overall standard of
consumer technology and accelerating digital transformation in fields such as banking,
retail, and healthcare. However, challenges also arise: Apple’s premium pricing and
influence over supply chains highlight economic inequalities, while frequent product
updates contribute to e-waste and sustainability concerns. Overall, Apple’s innovations
not only boost economic growth and create jobs but also shape the cultural and social
fabric of modern life, making it a powerful force in both society and the global economy. 13
2.4. Challenges in maintaining Apple's innovation.
Innovation has always been a key factor in Apple’s success. As one of the world’s
leading technology companies, Apple has always differentiated itself through innovative
products, unique designs, and a strong ecosystem. However, maintaining this level of
innovation in a rapidly changing technological and economic environment has become
increasingly complex. The company is
currently facing several major challenges,
including the rapid development of artificial intelligence and software innovation,
limitations in its product and market strategies, and significant pressure from its global supply chain and markets.
2.4.1. The challenge of AI and software innovation.
The rapid development of artificial intelligence (AI) and software innovation is
one of the biggest and most pressing challenges facing Apple today. Tech rivals like
Google and Microsoft have made significant progress in integrating AI into their
products, especially in areas like generative AI, search engines, and cloud services. These
advances not only enhance the user experience but also open up new business
opportunities. In contrast, Apple’s ecosystem, while very secure and trustworthy, tends to
be closed and slower to adopt these technologies. This cautious approach reflects Apple’s
strong commitment to user privacy, but it also limits the speed at which it introduces AI-
based features. Apple therefore faces a strategic dilemma: it must innovate aggressively in
AI to remain competitive, while maintaining its reputation for privacy and user rights,
which has long been one of its strongest brand values. If it fails to resolve this
contradiction, Apple risks falling behind in the era of AI-driven technological transformation.
2.4.2. Market and product strategy challenges.
Besides its outstanding successes, Apple is still facing many challenges in terms of
market strategy and products. Firstly, the increasingly fierce competition from rivals such
as Samsung, Google, Microsoft, etc. forces Apple to constantly innovate to maintain its
competitive advantage because each brand will have its own outstanding characteristics.
Furthermore, Apple still depends heavily on revenue from iPhone, while demand for this
product is showing signs of saturation, creating pressure to diversify its income sources
through other products and services. Regarding the premium pricing strategy, which has 14
long built brand value and high profit margins for Apple, there are also potential risks,
because the price is too high, making the product difficult to reach middle-income
consumers, especially in emerging markets.
Additionally, global consumer behaviour is changing dramatically, with increased
interest in artificial intelligence, sustainability, and personalized experiences, requiring
Apple to balance technological innovation with a minimalist design philosophy. Finally,
penetrating large markets like China and India is not easy due to price barriers, average
income levels, and complex regulations and trade policies.
2.4.3. Supply chain and global market pressures.
Apple also encounters mounting challenges related to its supply chain and global
market presence. The company’s reliance
on Chinese manufacturing, while highly
efficient, exposes it to significant risks
associated with geopolitical conflicts, trade
restrictions, and tariff disputes. Recent global events such as the semiconductor shortage,
the COVID-19 pandemic, and disruptions in international logistics have revealed
structural vulnerabilities in Apple’s supply chain. Beyond these operational issues,
consumer expectations and regulatory pressures are increasing in relation to sustainability
and ethical sourcing. Customers expect companies now to take responsibility for reducing
environmental impacts and ensuring fair labour practices, which places additional
demands on Apple’s already complex global operations. Furthermore, the company must
navigate evolving regulatory frameworks in different regions. For example, the European
Union’s mandate requires the adoption of USB-C charging ports directly impacts Apple’s
long-standing product design strategy, while stricter data protection laws further
complicate how Apple manages user information across markets. These pressures
highlight the need for Apple to enhance resilience, adaptability, and sustainability in its combined global operations. Summarize: these are
3 of the major challenges that Apple is facing in its
innovation challenge., it faces considerable challenges that threaten its ability to sustain
this position. The rapid pace of AI development, limitations in product diversification,
and the complexity of global supply chains all require Apple to adapt more strategically
and proactively. To maintain its leadership in innovation, the company must not only
invest heavily in emerging technologies such as AI but also diversify its revenue sources
and strengthen its supply chain resilience. Moreover, aligning its operations with 15 sustainability goals and
regulatory requirements will be vital in preserving Apple’s
reputation and securing long-term growth. Ultimately, Apple’s future success will depend
on its ability to balance technological advancement with ethical responsibility, exclusivity
with accessibility, and innovation with resilience. 16 3. CONCLUSION.
Apple’s journey of innovation stands as a remarkable example of how a company
can reshape the world through vision, creativity, and relentless pursuit of excellence.
From its humble beginnings to becoming one of the most influential tech giants globally,
Apple has consistently pushed the boundaries of what technology can achieve. Its
innovations - whether in product design, software ecosystems, or business models - have
not only set industry standards but also changed the way billions of people live,
communicate, and interact with the world around them.
Throughout its history, Apple has demonstrated a unique ability to balance
subjective elements such as design thinking, user experience, and brand identity with
objective factors like technological feasibility, market trends, and strategic planning. This
dual approach has enabled the company to stay ahead of competitors and remain at the
forefront of global innovation.
However, innovation is not without its challenges. As explored in this paper, Apple
faces increasing pressure from rapid advances in AI, evolving consumer expectations,
supply chain disruptions, and global competition. Yet, what sets Apple apart is its
unwavering commitment to adapting and evolving. The company continues to invest
heavily in research and development while nurturing a culture of creativity, which allows
it to overcome obstacles and seize new opportunities.
Ultimately, Apple’s innovation is more than just a business strategy — it is a
mindset. A mindset that embraces change, dares to dream bigger, and envisions a future
where technology enhances every aspect of human life. If Apple continues to uphold this
spirit, there is no doubt it will remain a global leader in innovation, inspiring generations
to come and shaping the future in ways we have yet to imagine. 17
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