Apple is widely considered the number-one innovative company in the world. Founded by Steve Jobs and Steve Wozniak in 1976, the company revolutionized personal technology with the introduction of the Macintosh computer in 1984. Apple grew throughout the 1980s and 1990s, despite both Wozniak and Jobs moving on to newer and bigger things. The company peaked in 1990, but by 1996 experts believed Apple to be doomed and on the verge of bankruptcy. It was not until 1997, when Steve Jobs returned to Apple and became interim CEO, that the company’s fortunes began to turn around. Jobs revamped Apple computers and introduced the iBook (a personal laptop). He also started branching out into MP3 players (iPod) and media player software (iTunes). Although Steve Jobs died on 5 October 2011, Apple continues with his legacy (Richardson and Terrell 2008). In 2018, Apple made history by becoming the first private-sector company to surpass a market value of US$1 trillion, making it the most valuable company on Earth (Gurman 2018). The tech giant has staged an unparalleled turnaround since its near bankruptcy in the 1990s, and experts credit the company’s ongoing commitment to innovation as key to its continued success. Apple now leads the world in innovation, with the iPhone, iPad, iMac, Apple TV, AirPods, AirTag, HomePod Mini and the Apple Watch. These innovative products provide consumers with seamless experiences across all Apple devices, and empower people with breakthrough services such as Apple Music, Apple Fitness, Apple Wallet and iCloud (Apple 2022a)......

Questions

1. In 2021, the Boston Consulting Group identified Apple as the number-one most innovative company in the world. Why do you think Apple has been given this accolade? 

2. Comment on how the collaboration between Nike and Apple has been advantageous to both brands. Identify other high-profile examples of successful brand collaborations. 

3. How has the collaboration between Nike and Apple given the Apple Watch Nike+ a competitive edge over rival wearable technology brands? 

4. Conduct additional secondary research and comment on the different types of new products that have resulted from the collaboration between Apple and Nike (e.g. product replacements, additions to existing lines, new product lines and new-to-the-world products).