respond nicely to this: When a company considers making a substantial investment, such as Apple developing a new iPhone that operates via brainwave control, it must go through a capital budgeting process. This helps evaluate whether the investment is worth the risk and expected return. Key Considerations: Cost-Benefit Analysis Apple must evaluate the total development cost ($1 billion) versus the expected revenue and market share growth. They should also consider potential cost overruns or delays in technology readiness. Net Present Value (NPV) & Internal Rate of Return (IRR) Using capital budgeting tools like NPV and IRR helps determine if the future cash flows (from product sales, licensing, etc.) are worth more than the investment today. A positive NPV means the investment adds value. Market Demand & Consumer Adoption Even with powerful innovation, the company should consider how ready the market is for such a product. Will users accept the idea of using brainwaves to control devices? Is it safe, practical, or culturally accepted? Competitive Advantage Apple should ask: Will this technology set us apart from competitors? If it gives Apple a unique edge that can't be copied quickly, it might justify the investment. Risk & Uncertainty What if the technology fails in trials, or regulations delay its launch? What about privacy concerns with brain data? Apple should identify and plan for such risks. Alignment with Strategy Apple must evaluate if this innovation fits with