Part of the process is Apple’s overall corporate strategy: What markets does it target, and how does it target them? Part of it is keeping abreast of new technology developments and being receptive to new ideas, especially outside the company. Part of it is about being creative, and always learning. Part of it is about being flexible, and a willingness to ditch long-held notions. Part of it is about being customer-centric. And a lot of it is trying to find the simplest, most elegant solution through an iterative, generate-and-test design process. Innovation at Apple is largely about shaping
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