Prospector why Apple focuses on inventing and creating new technologies rather than copying from others or waiting for a competitor to invent something new to think of a new product. I would tend to say that Apple also takes a lot of risks (which is a feature of the search strategy) by venturing into new areas without thorough research. An example cited in the case study is that Apple “created the iPhone which is a combination of an operating system with a mobile phone. Nobody thinks of doing these things before.” (Case Study, page 1) Since the iPhone was launched, other competitors have followed Apple's lead and adapted to their needs