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What Apple Understands About Innovation That Most Brands Don’t
Apple's introduction of the foldable iPhone Duo highlights the critical relationship between innovation and marketing in brand strategy. By focusing on groundbreaking products and their effective promotion, Apple sets a benchmark for other brands to follow in order to stay relevant and competitive in the market.
Branding Strategy Insider.: Apple just introduced its new, foldable iPhone Duo. Whether you think this is fabulous or a future flop, Apple has reignited focus on the intertwined roles of innovation and marketing. The New York Times story on the new iPhone Duo focuses on whether or not people will buy a mobile phone with a suggested retail price of $1,999. The NYT story did not examine Apple’s ability to innovate and market that innovation successfully.
The article discusses Apple's significant influence on brand strategy through innovation, which is highly relevant and impactful for the industry, though the concept of innovation in marketing is not entirely new.