This document defines product concept and provides examples of its implementation. Product concept is a process where a product is continually evolved over time to better satisfy customer needs. Apple is given as a strong example, as they followed product concept closely in upgrading their iPhone models with new features and improved design based on customer demand. In contrast, Blackberry failed to adequately follow customer demands and product concept, limiting their features and user friendliness. The conclusion stresses the importance of innovation and independent decision making to create the best products and advance lifestyle.