Over the past thirty years Apple’s has had a multitude up of and downs and successes and failures. Throughout this time they have learned from their failures and created new, cutting edge, and innovative technology. Apple is a success story that uses creativity to produce new and innovative products. Failure is not bad as long as lessons are learned and the same mistakes don’t continue to occur producing failed products.

Apple follows business rules and principles that have lead them to the point in the business world today as a leading business corporation within the innovative, always changing, technological business. Chris Morrison, with CBS Money watch points out the four most important principles that Apple follows. These principles are
1. Don’t Follow Your Customers; Lead Them
2. Temper Engineering With Art
3. Focus on the Few to Sell to the Many
4. Be Your Own Toughest Critic
Other companies and businesses could follow similar principles to stay on top of the ever changing technological advances. These advances are being made based on the demands and needs of consumers. We have become very dependent upon technology to function day to day and are always looking for new technology that may make help life less hectic. Apple has been able to take technology to the next level providing new products for the customer that may be unthinkable to the consumer prior to seeing and reviewing the new item. The changes and advances in technology is driven by our culture today. No one wants to wait days for mail for something when with the help of technology can be completed and on its way to the recipient within minutes of the beginning process. As

Apple was able to learn from product releases such as the Macintosh laptop that they produced, weighing in at 16lbs (Gruman, 2009). This did not create a competitive piece of technology because there were