One of the business strategies that has kept Apple at the top of the electronics industry is the fact that the company has rarely rolled out a brand new product that had no connection to an earlier design. In fact, a look at the company’s history shows that Apple actually has very few distinct product lines. Most of their products are actually product families. For example, the iPod family includes the iPod, the iPod Mini, the iPod Touch, and the iPod Nano. While each of these products has done very well, they all serve the same function and are related. This may sound like a detriment, but it’s actually one of Apple’s biggest strengths: the company builds upon its past products while still incorporating innovative designs and features.

Apple’s products have always been built with two design philosophies in mind: make products that everyone could use, and make products that are simple in design and operation. Simple doesn’t always mean eliminating needed functions, of course, but in many cases, it meant removing things that weren’t always necessary. Sometimes, in fact, it meant removing things that were once seen as innovative and necessary. The first iMacs, for example, gained a lot of popularity because they came in five bright colors. Today, iMacs are all white and have lost their unique pod-like design. The iPod, on the other hand, went the opposite way: the first models were stunning silver, and it seemed like that sleek look was going to be the calling card of the device. Today, though, iPods are available in multiple colors. The iPhone has gone from a device controlled by Apple to one with a healthy group of developers and third-party apps.

All of these product twists show that in addition to building on the past, Apple learns from it. Even though their line of computers moved away from unique colors, they moved the iPod and iPhone lines towards giving customers a choice of appearance after hearing that customers wanted to be able to customize accessories. On the other hand, computers were no longer something people felt needed to be in their favorite colors. By making all of the newer iMacs in one shade of white, the company no longer had to deal with the extra costs associated with the different colored products. The move to eliminate this “feature” allowed Apple to focus their budget on other areas.

Apple has also always been a company that listens to its customers. Feedback from one generation is often used as a guideline for the next device in the product line. This does two things: it helps Apple design and build devices that customers want, and it makes customers feel like their opinions matter. This builds a relationship between the company and the customer and increases brand loyalty. In this way, building on the past does more than make better products—it sells those products.

Apple has always been an innovative company, and it is poised to continue that innovation well into the future. Even though it has lost Steve Jobs and his vision, the new leadership at Apple has already proven that they understand his goals and his philosophy.