The assignment discusses the role of innovation and creativity in Apple's success, focusing on the impact of Steve Jobs' leadership and the company's ability to stay ahead of the competition. It examines how Apple's people were energized by Jobs' vision and enthusiasm, and how the company's culture encouraged them to come up with innovative products. The assignment also explores Steve Jobs' view on process and innovation, and concludes that his absence has affected the technological world but Apple still continues to be a leader in its genre.