2010, apple beyond Microsoft, become the IT industry's most valuable enterprise. At the beginning of 2011, according to insiders, apple will eclipse exxon mobil as the world's most valuable company. In 2007, iPod and iTunes, let apple player combination of music player market become nonetheless; 2010, iPhone 4 and iPad distribution, caused a frenzy in the global rush; 2011, the second generation iPad sales listed a week, once again break million created the sale miracle. Among the brilliant figures behind, apple's the secret of success is what? Is not so much to apple exuberant technology innovation, than say apple on its innovative business model, it caused a revolution in yet another of the industry.This research firstly apple since the company was founded in the course of development of had some look through it. Relying on with business model theory, focus on the apple how to its innovative business models to create "apple miracle". Through the apple with its competitors on the transverse comparison, apple's development in the future and challenge prospected. Conclusion and puts forward proper Suggestions, which is still in development for Chinese enterprises in a little thinking and inspiration.