The innovation/iteration process of Apple is often misinterpreted. Apple has had a clear line in this for a long time: - The main innovation is done to create

The innovation/iteration process of Apple is often misinterpreted. Apple has had a clear line in this for a long time: - The main innovation is done to create new products: iMac, iPod, iPhone, iPad. Such products are a result of years of research and development. When Apple releases the product, they make sure the core usability philosophy is sound and does not need to be changed afterwards. - After a product and the surrounding concepts are released, Apple is very conscious not to depart to far from the original concepts and philosophies surrounding that product group. This creates trust and customer loyalty that more "innovative" brands would pay dearly for. This, in my opinion, has been an oft-overlooked factor in Apple's success.