Apple’s challenge now: innovation at scale

Apple is the perfect illustration of what happens to a company when it achieves mass-market presence – it’s a problem of scale.

Develop, manufacture, supply

More particularly, it’s a problem of delivery. Take the iPhone, for instance.

During the first phase of the pandemic, Apple was forced to figure out how to source components for, develop, and manufacture a multitude of new devices. It had to achieve this consistently, and distribute these things internationally, even while supply chains struggled to maintain themselves. The company achieved this, the iPhone 12 was delayed a few weeks last year, and Apple saw growth in every market in which it plays — during a pandemic that changed the workplace.

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