When Apple comes out with a new product that has never even been imagined, like the first-ever iPod, this is an example of when Apple innovates.
Origin of innovate; from Classical Latin innovatus, past participle of innovare, to renew ; from in-, in + novare, to renew, alter ; from novus, new
verbin·no·vat·ed, in·no·vat·ing, in·no·vates
Origin of innovateFrench innover, from Old French, from Latin innovare, innovat-, to renew : in-, intensive pref.; see in–2 + novare, to make new (from novus, new; see newo- in Indo-European roots).
(third-person singular simple present innovates, present participle innovating, simple past and past participle innovated)
From the participle stem of Latin innovare (“renew”).