I’m probably as guilty as anyone for showcasing brands that, over time, have developed a case of “innovatis” — the innovator’s complacency disease. Here are once-heralded companies that now carry a thin varnish of innovation, barely masking their true modus operandi:
Apple
The Apple innovation case study is remarkable. The company single-handedly sparked massive interest in innovation by introducing the Apple Store, iPod and iPhone during the aughts. In June 2007, when the iPhone went on sale, there were just a few hundred chief innovation officers now there are 9,700 worldwide.
As of November 2023, Apple has repurchased over $600 billion worth of its stock since the program’s March 19, 2012 inception. This is a boon for stockholders but does a disservice to the company’s legions of Mac faithful. Instead of bending over backward to please its customers, Apple continues to squeeze its buyers with sometimes outrageous pricing, like 2019’s “Cheesegrater Mac Pro” which cost as much as $50,000 fully maxed out. Then there is the $999 monitor stand, yes for a stand alone!
Apple is also notorious for ignoring customer pain points. As the saying goes, “You reap what you sow.” It should surprise no one then that Apple is one of the most sued companies in technology. “Batterygate” led to a $500 million settlement in 2020. And then there was 2016’s “Antennagate” and “Flexgate,” plus 2014’s “Bendgate.” The latest lawsuit concerns iCloud’s 5GB limit and iPhone backup restrictions, another obvious pain point.
The company continues to innovate, incrementally improving its products each year, but there have been no disruptive innovations since 2015’s Apple Watch. And the jury is still out on the $3,500 Apple Vision Pro.
In June 2023, a judge ruled that Apple engaged in “coercive” interviews and other anti-union tactics at a New York store, behavior unbecoming of a market leader that, as of Dec. 31, 2023, had $71 billion in cash and cash equivalents.
It’s quite clear that under the leadership of CEO Tim Cook, Apple has prioritized boosting profits over taking care of its customers and employees, which are critical elements of its success. It’s also ignoring logical market opportunities, like Steve Jobs’ integrated Apple TV vision, which likely contained a DVR, while wasting $10 billion on a non-core-competency Apple car project.
Domino’s
One of my favorites of the aughts, the Domino’s Pizza Tracker, captured everyone’s attention until it was exposed as a hoax.
Domino’s also has a rewards program that goes against the primary rule of design thinking: empathizing. Unlike the McDonald’s or Starbucks rewards programs, Domino’s doesn’t warn members that their bonus points are expiring. That’s not a customer experience befitting an innovator.
Starbucks
Long lauded for its innovative app, electronic payment system and free Wi-Fi, Starbucks has turned into an ugly ogre, as illustrated by this story, “Inside Starbucks’ Dirty War Against Organized Labor.”
In March 2022, Howard Schultz returned as CEO, replacing Kevin Johnson, who abruptly “retired.” The illegal union-busting fight has continued under his aegis, which is amazing from a man who in 2011 created a $5 million “Create Jobs for USA Fund,” and who once ignored cheap Chinese suppliers to make coffee mugs in Ohio.
In 2016, Schultz was famously quoted as saying, “Loyalty, technology and innovation are continuing to fuel our digital flywheel and propel our business forward.” Mr. Schultz, there may be a fly(wheel) in your ointment.
Vaporware
Everyone in Silicon Valley knows that acquiring a reputation for being incapable of shipping an innovative product, a phenomenon dubbed “vaporware,” damages a company’s street cred. Here are two of the most notable cases.
L’Oréal
I suffered no greater embarrassment for endlessly promoting the world’s largest cosmetics company, L’Oréal, for its stellar record of relentless innovation as displayed at CES for the past eight years. One has to wonder if Nicolas Hieronimus, who was appointed CEO of L’Oréal on May 1, 2021, has any idea of the company’s dismal vaporware record, as the following cogently underscores:
In January, Hieronimus said many remote workers have “absolutely no attachment, no passion, no creativity.” Is it ironic that my macro abbreviation for L’Oréal is LOL? 😂
Ring
To the consternation of all its early crowdfunding supporters, founder Jamie Siminoff sold Ring to Amazon for $1 billion in February 2018. That would not be the last controversial move. In 2022, the company reportedly surrendered Ring videos to police without the owners’ permission.
But it was the company’s inability to ship two highly publicized and innovative products that have drawn a lot of unwanted attention:
According to a CB Insights survey, the top reason why startups fail at 42% was “no market need,” well ahead of “ran out of cash” at 29%. Neither of those factors apply to Ring.
Stay tuned for more updates on this breaking story.