Creative and Innovative Business Models-A Case Study of Apple Inc.

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Running Head: CREATIVITY AND INNOVATION
Creative and Innovative Business Models-A Case Study of Apple Inc.
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CREATIVITY AND INNOVATION
Approaches to Creativity.
For a company to succeed, there is a need to adapt to the highly changing market
environment in the world (Ginevicius and Cirba, 2009, p.191). This is because the future of the
company relies on the innovations and creativity of workers through changing their knowledge
into ideas (Karnitis, 2006, p.96). Ideas are developed through the availability of information and
communication technology. Through creativity, companies are able to innovate by implementing
new ideas (Lavickaite, 2011). The concept of creativity and innovation is important and
fundamental to the success of any company in the world. Doyle and Bridgewater (1988) argue
that it is not possible for a company to maintain its market unless it gets innovative. Creativity
refers to a situation where something new is brought into being.
Apple is a unique company that has taken leadership in the market by developing creative
and innovative products. The products made by Apple have attracted many customers through
attractive designs (Elmansy, n.d). Apple has relied on two approaches to creativity, imagination,
and investment. Imagination is the process of creating new ideas and new ways of solving a
problem. Apple has focused on innovation by transforming imaginative ideas through
experimentation. There are several innovations Apple has made including a wireless mouse, iPod
music player and an online platform for downloading music, iTunes store among other main
innovations such as iPhone in 2007 and iPad in 2010. Apple’s success has not been by luck but
through its high focus on ensuring ideas are generated fast.
The concept of Investment has been used by Apple. The approach is based on the concept
of being the first. Being the first in anything requires a company to invest in time, high
commitment and dedication. Apple created the first PC, the Apple computer in 1976, a first mp3
music player, the iPod in 2007 and the first iPad in 2010. The main focus for Apple is creating

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CREATIVITY AND INNOVATION
the best products that satisfy customer needs (Muller, 2010). The company invests its time and
resources to introduce new products. Every product introduced by Apple hits the market with
high recognition and increased rates of sale. For instance, the computer network created by
Apple in 1984 was highly accepted and other companies imitated the technology to introduce
new forms of computer networks.
Other firms in the computer and electronics industry have used different concept for their
growth. For instance, companies such as dell, Hp, Acer, Amazon, and IBM are companies that
have used the concept of creativity by improvement to dominate the market and stay
competitive. The concept of improvement is an approach based on being better in the market.
For instance, HP which is a computer and printer giant has regularly modified its products to
satisfy the consumer needs. The company has improved its computers by offering the best
technology, speed to promote efficiency (Trefis, 2015). The company has also launched new
varieties of its tablets and laptops in order to remain competitive in the market. Apple
competitors are therefore able to improve their products to cope up with the competition.
Apple could implement the approach of pulling and putting people together. Creating
teams among workers have been seen to be more productive than having individuals work
separately. When the minority views are included in a group, creativity increases. For instance,
development of the Macintosh computer was done by a group of people who were pulled out of
the company and given some space to work on the computer. Apple could also promote the
networking approach. Innovators use networking strategy by spending time with other
innovators or groups of people with different experiences (Garry, Julia & Thompson, 2012). This
helps by providing the innovators with different insights from the groups they associate with.