Assignment on Innovation and Creativity in Apple INC

Running head: INNOVATION AND CREATIVITY IN APPLE INC.
INNOVATION AND CREATIVITY IN APPLE INC.
Name of the student
Name of the University
Author note

INNOVATION AND CREATIVITY IN APPLE INC.1
Introduction
In the increasingly competitive nature of business environments, it is essential for the
organizations to develop strategies that may help them to obtain and maintain a competitive
advantage in the market along with the generation of a positive brand identity and presence
among the targeted customers. One of the strategies adopted by such business organization
pertains to the improvement of business operations through the application of innovation and
creativity. The adoption of creativity and innovation in the business operations and functions
by organization aids them to utilize the resources available to them efficiently as well as avail
the opportunities for their growth and development (Tidd and Bessant 2018). Furthermore,
creativity and innovation in business operations also enables the organizations to effectively
cater to the requirements of the customers reducing their tendencies to switch to other brands.
From the perspective of the employees and other members of the business organization, the
adoption of creativity and innovation enables them to improve their processes of problem
solving and create new arenas for cost effective solutions for business operations (Gruber and
Tal 2017). This in turn helps in increasing the productivity and profitability of the business
organization in an exponential manner. Apple Inc. is a multinational technology company,
widely recognized throughout the world for the employment of innovation and creativity in
their business processes and operations. Innovation in Apple Inc. is one of their key
strategies, for which the employees and other members of the organization are always
encouraged to utilize their skills and knowledge efficiently for the creation of new products
and innovative models for business (Apple.com 2020). However, it has also been observed
that the capacity for innovation in Apple Inc. has significantly reduced in the recent years.
The essay will further evaluate the current state of innovation in the company and identify the
key factors working behind such strategies. Furthermore, certain recommendations will be
provided using the tool of innovation value chain.

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Discussion
About the Company
Apple Inc. is recognized as a multinational company of technology, founded in the
year 1976 and its headquarters in California. The company specializes in the designing,
development and manufacture of computer electronics, online services and computer
software. The company is recognized to be one of the four major technology companies of
the world along with Google, Amazon and Facebook. The current Chief Executive Officer of
the company is Tim Cook who took over the operations of the company after Steve Jobs in
the year 2011. One of the primary strategies of the company is to adopt creative and
innovative methods in their business processes so as to create an impact on their global
customers. Such innovation and creativity adopted by the company also prioritizes on
minimizing the impact f their technology on the environment so as to perform their
responsibility towards the local communities and the environment as a whole. Furthermore,
the company has also adopted the value of inclusion and diversity, which enables them to
regard all the employees and other members of the organization with equal importance. The
value of inclusion and diversity also focuses on utilizing the best minds of the world,
irrespective of their geographical or cultural origin in order to create products that serve the
requirements of the global customers. In this regard, it can be mentioned that the mission of
the company is to provide the best experience to the customers through innovative software,
hardware and services. The vision of the company is to produce great products consistently
through a focus on innovation.
Current State of Innovation and Creativity at Apple
Being one of the widely recognized technology companies in the world, Apple Inc.
has adopted the strategy of incorporating innovation and creativity in their business
operations efficiently. The talent pool available in the company in terms of the skills and

INNOVATION AND CREATIVITY IN APPLE INC.3
knowledge of the employees and other members of the organization facilitates such
incorporation of innovation in the designing and developing of products as well as creating
methods of production that are not only cost efficient but also cause least impact on the
environment. In this regard, it can be noted that the members of the organization have
developed their business processes in such a manner so as to ensure the optimum utilization
of resources available to the company (Carlgren, Elmquist and Rauth 2016). Furthermore, the
company has also adopted efficient marketing strategies that enables it to reach out to the
customers and make them aware about the recent developments or innovations incorporated
in their products and services. One of the most important features if the marketing strategies
adopted by Apple Inc. includes the provision of unique value propositions for its products
and services to the targeted customers. Instead of engaging in competitive pricing with its
rivals, Apple Inc. focus on increasing the value of the products and services offered to the
targeted customers through innovative product development.
In terms of product development, it can be mentioned that the company Apple Inc.
has engaged in disruptive innovation through the designing and development of the iPhone.
The concept of disruptive innovation involves the creation of a product or service that aids
the creation of a new market, thereby disrupting an existing value network and market and
causing a displacement of the established products, and leading firms in the market (Brown
2008). In this regard, the iPhone is considered to be a disruptive innovation from the
company Apple Inc. because is disrupted the existing smartphone market. The launching of
the iPhone in the smartphone market in the year 2007, led to the creation of a new market for
internet access and new operating system that was not previously available in the market.
However, the current situation of innovation and creativity in the company y shows a
certain level of stagnancy as the company has ceased to innovate further in terms of design
and development of their products (Amabile and Khaire, 2008). The success of the company