This bachelor's thesis is aimed at comparison of value management way of innovations and innovations according to Apple. At the first part there are analyzed theoretical, methodical and practical aspects of both of ways. Key theme for value innovation is value for customer, which is analyzed from both points of view value management and Apple. Except of product innovations there are mentioned for example marketing innovations or process innovations. In last part of the thesis there are demonstrated several possible value innovations of products of some other companies in accordance to Apple.