STEVE JOBS – INNOVATION MANTRA – SECOND INNINGS

One of the things Steve did was streamlining the product line. He cancelled many projects which didn't fit into his vision for Apple. He always believed in tight integration between hardware and software. He wanted to be in charge of complete user experience. Apple certainly had established processes but he was fierce about not allowing processes to get into the way of innovation. Apple never invented anything completely new. It didn't invent the personal computer, the MP3 player, downlaodable music, the mobile phone, or the tablet computer. Instead Apple is considered best at one thing: Making complex things simple and elegant. That's made Apple the most innovative company of the world.