Case Synopsis In early 2010, Apple, already acknowledged as one of the world's most innovative companies in fact "voted" that in numerous polls, became more valuable than industrial giant General Electric and exceeded the value of Sony Corporation by a factor of five. By mid-2010, it overtook Microsoft in a stunning upset given the assumptions about the two companies over the past decades. Having moved from being a sophisticated designer and integrator of hardware and software to becoming a pioneer in new ways of accessing and music, telephone "applications," and shoppingand with the advent of the iPad perhaps in publishing too: Apple reflects a business model that has challenged assumptions about how these industries make money. How has this all happened? The case looks at "design in terms of principles (that span "look and feel to business organization) and emphasizes experimentation. Questions 1. Why has Apple been so successful? What do you attribute it to?! 2. Is there as systematic approach" to innovation at Apple? If yes, how would you characterize it? Can it be imitated? If no, why not? 3. Apple has many successful products. What business is Apple in? Please summarize what is Apple's business about? 4. What is the role of a CEO in charge of an organization dedicated to innovation? Does Steve Jobs fit within this definition