>[!abstract] >**Tick–tock** refers to an innovation model where half of a binary system is replaced at every release, in alternating fashion. The model was adopted by Intel in 2007 whereby every new process technology was first used to manufacture a die shrink of a proven microarchitecture (tick), followed by a new microarchitecture on the now-proven process (tock). > >Likewise, Pixar has adopted a release strategy of alternating an original film with a sequel to achieve greater financial stability while continuing to explore risky, untested creative concepts and keeping the studio "fresh". > >Apple also adopted a tick-tock model for its iPhone, alternating between a major design/hardware overhaul in one year and internal enhancements and feature refinements in the following year. The market has since forced Apple to adapt its cadence to a tick-tock-tock model, whereby the tick is a major redesign, followed by a first tock of internal overhaul (e.g., the "S" model), followed by a year of smaller component iteration (e.g., a signature new color, or a camera upgrade). >[!related] >- **North** (upstream): — >- **West** (similar): — >- **East** (different): — >- **South** (downstream): —