Sustaining innovation refers to the process of improving existing products or services to meet the evolving needs of customers. This type of innovation focuses on enhancing performance, quality, and features, ensuring that a company remains competitive in the market. For example, smartphone manufacturers often release new models with better cameras and faster processors to attract consumers. Unlike disruptive innovation, which creates new markets, sustaining innovation builds on what already exists. Companies like Apple and Samsung continuously invest in research and development to refine their offerings. By doing so, they not only retain their customer base but also encourage brand loyalty through consistent improvements.