This paper attempts to describe and exemplify Apple's role in the modern computer age, as well as the development of new products, using their example. Apple, as a computer company, was not based solely on the development of computers, although it was their first device to market. The development of their devices as well as that of Apple itself is very extensive, so some of the most impressive products of this computer company have been tried to conjure up a development timeline. After its first computer, Apple has also been successful in the fields of mobile phones, music players, tablets and smartwatches. The paper is conceptualized in several parts. The introduction describes the exact topic of the paper as well as some generalities about Apple itself. The second part describes the path from the idea to the development of the finished new product as well as the importance of developing new products for each company. The third whole is about the importance of innovation. The stages of the innovation process are described and interesting examples of innovations in Croatia are given. In the fourth whole, all the phases previously mentioned in the paper are exemplified by Apple. The paper ends with a fifth unit, that is, a summary of the whole work, as well as my personal opinion on Apple as a company and their products.