The development of innovative products always arises from different steps and procedures. One of these procedures is ideation. What is ideation? The term ideation could be clarified as the process of relating and forming new ideas by conceiving, generating and implementing them (ideas). It is crucial to highlight that it includes different phases of intellectual cycles such as innovation, development and actualization. According to (Cooper and Edgett, 2008), brainstorming is one of the best ideation techniques because it provides a variety of ideas. Furthermore, brainstorming allows an individual to borrow from different people to have perfect direction while implementing the idea. This article discusses the ideation process, alternative concepts and solutions in ideation, and provides a concept overview of the iPhone 5C model. The ideation process consists of several phases, which include defining objectives, formulating tasks, generating ideas, developing concepts, and evaluating results. To begin with, idea generation is carried out to help on a professional level...