Organizational Creativity and Innovation at Apple

Organizational Creativity and Innovation

Table of Contents
Introduction............................................................................................................................. 2
Innovation and Strategy at Apple.............................................................................................2
Role of Customers in Apple’s Innovation Approach.................................................................3
Influence of people and culture in Apple.................................................................................3
Impact of Steve Jobs on Apple and his view of process and innovation...................................4
Conclusion................................................................................................................................ 4
References................................................................................................................................6
Page 1

Introduction
The significance of innovation in organisations has grown substantially due to
increased competition at the global stage. Leading corporations focus on implementing
effective business strategies in order to promote and reinforce innovative ideas at the
workplace (Abraham, 2013). Apple Incorporation is an America-based multinational
enterprise that is a leading company which operates in computer hardware, software,
consumer electronics, and digital distribution industry. The corporation is known for its
innovative approach in the industry based on which it has expanded its customer base
globally. This report will evaluate the case study “Design Thinking and Innovation at Apple”
in order to evaluate how innovation and strategy work together at Apple. This report will
evaluate how the company identifies its customers’ need through innovative approach and
how Apple’s people come up with innovative product ideas. Lastly, this report will analyse
the impact of Steve Jobs on Apple what was his view of process and innovation.
Innovation and Strategy at Apple
The focus of Apple is not just to build innovative and beautiful products, instead, it
focuses on building innovative business models too which supports and fosters innovative
ideas. The commitment of the company towards innovative is culturally driven rather than
process driven (Zhang, 2017). Apple’s business strategy is simple as its products which are
innovative while at the same time easy to use by anyone. The company does not build
products to sell them at higher prices to generate more products; instead, the corporation
focuses on its customers’ needs while building products which enable it to reach out to a
wider audience. Key factors which enable innovation at Apple include people management,
innovation competencies, organisational culture, and innovation strategy (Thomke &
Feinberg, 2012). Apple has implemented an innovative culture in the workplace which
focuses on design thinking rather than profit goals. Steve Jobs prefer simplicity in design and
use because he believed that there is a profound connection between people and their
electronic devices and by making them simple to use, the company can create a connection
between customers and their products. The design team at Apple first set targets, then
focus on achieving them. These design targets are difficult to accomplish, however, the
Page 2