MOST INNOVATIVE
COMPANIES 2017
(WWW.fastcompany.com)
4. Apple
Apple became the world’s most valuable
company by being its preeminent maker of computing devices, from those you
stick on a desk (Macs) to ones you strap to your wrist (the Apple Watch). So
when people talk about the company as a creative force, they tend to assess its
newest devices and judge how strikingly they improve on their predecessors.
That’s why there was heated debate in 2016 about matters such as whether the
iPhone 7 was a disappointment because its industrial design stuck close to that
of the iPhone 6s, and whether the Touch Bar on the new MacBook Pros was an
adequately radical rethink of what a modern laptop should offer.
But creativity is more than skin deep—and
Apple’s approach to the hardware and software engineering that creates its
experiences has never been more ambitious. Other makers of phones and tablets
buy the same off-the-shelf chips as their competitors. Apple, by contrast,
designs its own chips—so an iPhone packs a processor designed specifically
optimized for Apple’s operating system, apps, display, camera, and touch
sensor. The company has gotten so good at chip design that the A10 Fusion
inside the iPhone 7 trounces rival processors in independent speed benchmarks.
Apple has also made major inroads in
artificial intelligence, an area where the competition from companies such as Google couldn’t
be any more daunting. For instance, it uses AI techniques to wring as much life
as possible out of the iPhone’s battery. Because of Apple’s privacy-driven
decision to limit the amount of information it aggregates and analyzes in the
cloud, it also does much of its AI right on the devices rather than using
massive server farms. When it calls machines such as the iPad Pro
“supercomputers,” it isn’t exaggerating.
The company has been expanding beyond its
traditional consumer electronics roots and is growing an entertainment
business with Apple Music and Apple TV. In March 2016, Apple announced
CareKit, an open-source platform that makes it easier for developers to
aggregate and share patients' medical information with their caregivers—all
with consent. Since its launch, CareKit has already been used to make apps to
help patients manage diabetes (One Drop), monitor depression (Iodine), track
reproductive health (Glow), and record asthma symptoms (Cleveland Clinic).
Apple's approach to health is to operate behind the scenes by helping
researchers, patients, and developers to make use of the health data they're
collecting via a smartphone.
Cofounded in 1976 by the revered tech
entrepreneur and inventor Steve
Jobs and engineer Steve Wozniak in Cupertino,
California, Apple has continually revolutionized the consumer electronics
industry. The company helped usher in the age of the personal computer in the
1980s with the sleek, affordable Macintosh; bolstered the age of digital-music
listening with the iPod and iTunes in 2001; and laid the groundwork for the
current smartphone landscape with 2007's iPhone and iOS operating
system. Under Jobs's purview as Apple's CEO from 1997 until shortly before
his death in 2011, the company became known for its intense focus on design.
The British designer Jony Ive, who was hired in 1992 and later became Apple's chief
design officer, is largely responsible for much of the company's iconic visual
appeal: sleek (often white) minimalism and an emphasis on unparalleled user
experience.
DATA
COMPETITION
Netflix, Amazon, Google, Microsoft, Xiaomi, Roku,
Samsung
PEOPLE
Jony Ive, Angela Ahrendts, Tim Cook, Steve Jobs, Steve
Wozniak, Craig Federighi
VALUATION
$554 billion
PUBLIC OR PRIVATE
Public, traded under AAPL
REVENUE
$215 billion (2016)
STAFF
About 115,000 globally
USERS
1 billion
HEADQUARTERS
Cupertino, CA
(WWW.fastcompany.com)
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