与黑莓相比，苹果采用了渐进式创新。正如研究表明，苹果也可能正在走向彻底的创新。增量式创新的定义是，在给定的框架内，将重点放在更好地完成工作上。现在，在其核心创新方面，黑莓正在进行一些渐进式创新。“近十年来，黑莓一直保持围绕其产品的创新，在没有任何根本性变化的情况下略有增加”(Robinson, 2016, para)。4)其部分短信应用创新是为了应对WhatsApp messenger所设置的挑战等，是渐进式创新的关键点。
然而，在应用这类关键创新时，黑莓并不完全违背直觉。触屏技术的颠覆性主导了智能屏幕市场，而黑莓在转型方面进展缓慢。苹果等公司利用的是市场缺乏关注。苹果通过在激进创新中创造某些方面来增加渐进式创新。激进的创新创造了新的范式和潜在的市场变化。正如Norman & Verganti(2014)所言，技术顿悟是在技术和使用意义的根本性变革中产生的。
Compared to Blackberry, Apple made use of incremental innovation. As studies suggest Apple could be moving towards radical innovation as well. Incremental innovation is defined as that form of innovation where the focus is given to do things better within a given framework. Now in its core innovations, Blackberry is doing slight incremental innovations. “For almost a decade, BlackBerry kept the innovation around its products slightly incremental without any radical changes” (Robinson, 2016, para. 4). Some of its messaging application innovation in order to meet the challenges set by the WhatsApp messenger and more are critical points of incremental innovation.
However, in applying critical innovation like this, Blackberry is not exactly counter intuitive. The disruption technology of the touchscreen is something that dominated the smart screen market, and Blackberry is slow to make the transition. There is a lack of market inattentiveness which companies such as Apple take advantage of. Apple adds to incremental innovation by creating some aspects in radical innovation, too. New paradigms and potential market changes are created in radical innovation. As Norman & Verganti (2014) stated, technological epiphanies are created here as the radical innovation changes both technology and meaning in use.