Analysing Organisational Creativity and Innovation at Apple Inc.

This report delves into Apple Inc.'s approach to organisational creativity and innovation, highlighting the synergy between innovation and strategic objectives. It explores how Apple's commitment to understanding consumer needs and leveraging participatory design has fostered a culture of innovation, allowing them to stay ahead of competitors. The report also examines the significant impact of Steve Jobs on Apple's innovation processes, particularly his focus on design simplicity and market understanding. By fostering a culture that values autonomy, flexibility, and openness to failure, Apple has consistently pushed the boundaries of technology, revolutionising industries with products like the Mac, iPod, and iPad. The analysis concludes that Apple's success lies in its ability to align innovation with strategic vision, creating a competitive advantage in the global market. Desklib provides access to similar reports and study resources for students.

ORGANISATIONAL
CREATIVITY
AND
INNOVATION
Contents

1
Introduction................................................................................................................................2
Way in which innovation and strategy works together..........................................................2
Approach of Innovation that Apple adopted..........................................................................2
Role of people in coming up with the innovative products....................................................3
Impacts Steve Jobs had on the Apple Inc...............................................................................3
CONCLUSION..........................................................................................................................3
REFERENCES...........................................................................................................................4

2
Introduction
Apple Inc. is one of the biggest IT firms in the world and in the business of
developing, designing and selling of consumer electronics, software and online services
(Norman & Verganti, 2014). This company is known for its innovation and the approach it
has for innovations. Simplicity in use has been its trade mark. This report highlights the ways
in which innovation and strategy go hand in hand in this company. It also showcases the
approach it has taken for understanding the needs of the customers and hence staying ahead
in competition. It also discuss about the culture at the Apple that helps them in innovation as
well as the impact that Steve jobs had on the firm and innovation process.
Way in which innovation and strategy works together
The ways of understanding the requirements of the people and doing innovation as
per the future requirements of the industry helps them in becoming the market leader
(Wonglimpiyarat, 2012). It is known for its innovation that helps in fulfilling its strategy. The
brand value that Apple has created is just because there strategies revolve around the
innovation they want for their future. What differentiates this company from their other
competitors is that Apple innovate things as per the strategy it has made for their future.
These innovations helps them to achieve these strategies that why they both go together.
There platform strategy benefited the company in terms of innovation (Thomke & Feinberg,
2012).
Approach of Innovation that Apple adopted
Apple Inc. has a great commitment towards understanding the ways in which
consumers uses electronic products. They have a great desire to develop the devices as per
the future requirement of the industry (Heracleous, 2013). They do not just follow the old
traditions of making thinks but they take a different root. This can be seen in the case of Mac
where they did not put diskette which was considered to be essential. In the initial stage it
was considered to be an insane step but later this was followed by their other competitors.
Other example is the use of Aluminium in their devices instead of stainless steel. All these
things helped them in staying ahead in the competition. Most of their competitors understand
lately the things it has done years before and then they start following Apple which gives
them strategic edge over their competitors. They understands what their consumers wants

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from their next products, eliminates all those things that does not adds value in the minds of
consumers. They do it by using participatory design strategy where they involve customers in
designing of software (Thomke & Feinberg, 2012). This company does an extensive market
research so as to understand the requirements of the people and then brings changes in their
next product that no one could imagine. Bringing computers for the normal people for their
use which was once considered to be an impossible task at that time was a result of this
approach which gave them success. The innovations like Mac and I-pads or I-pods
revolutionised the industry as it completely transformed the technology that was in use
(Haussler, 2011). They apply lot of creativity and ingenuity on the design side and the pushes
their researchers to use the innovation and creativity to make things work for them. Their
approach to approach was more complex than just designing exciting products (Thomke &
Feinberg, 2012).
Role of people in coming up with the innovative products
Apple hires one of the best talents in the world. This has helped them in their
innovation campaigns. Their top leadership plays an important role in this regards. Most of
the leaders either Steve Jobs or Tim cook were innovators. This develops the culture there
that promotes innovation. The working culture there is not just to make products but rather
they do it after researching what can be good for the future and what must be removed. Any
idea at Apple is welcomed and is discussed in front of the top leadership. This helps them in
having an internal competition were the best ideas comes out for development and designing
of their products. Their culture of innovation refuses to recognise any limits. Their working
culture provides autonomy, flexibility and discretion to their employees (Ndjami, 2014).
Their culture welcomes openness and they are not afraid to meet failures in innovation. This
helps the people of the company to think beyond limits and hence they are continuously
comes up with new technologies.
Impacts Steve Jobs had on the Apple Inc.
Steve Jobs was the co-founder of the company and was considered as one of the best
innovators of his time. Steve jobs returned to the company after so many years and made
changes in the approach of thinking (Nachtigall, 2011). This helped the company in
innovating products beyond their limits. Steve jobs focused on the design simplicity and his
sensibility towards even the smallest things like packaging made it achieve its objectives. His
understanding of the market and notion of design-as-product-integrity helped Apple in
reenergising their whole innovation process. On his return to Apple in 1997, Steve jobs

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stopped licensing program, closed two divisions, eliminated 70% of the new projects,
facilities were shut down, manufacturing were moved abroad, changed the distribution
system and launched the website for direct sales (Thomke & Feinberg, 2012). He himself
took the charge of innovation process (Proctor & Bicknell, 2012). His vision about the
company drives the company in their design and development. His view of putting consumers
first helped comp any reach to the heights were it is present now. He wanted to keep process
simple. He advocated for innovating things in a way that it remains simple and approachable.
CONCLUSION
From the above report it can be concluded that Apple has made their strategies and
innovation to go hand in hand. Their approach of innovation to making things that is simpler
but beyond what is in fashion. Its culture promoted their employees in innovating devices as
per the need of the market. Apple provides flexibility and autonomy to their employees and
also they do not fear from being failed. This type of culture helped the engineers to think
beyond. The role of Steve Jobs in transforming the innovation approach helped Apple in
reaching to where it is today. This helped them in staying ahead of their competitors. Steve
Jobs had a great understanding of the market and hence promoted process and innovation that
is simple and approachable.
REFERENCES
Haussler, P. (2011) How Apple Breaks All The “Rules” of an Innovation Culture. [Online].
Retrieved from: https://www.quantumworkplace.com/future-of-work/how-apple-
breaks-all-the-rules-of-an-innovation-culture/.

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Heracleous, L. (2013). Quantum strategy at apple inc. Organizational Dynamics, 42(2), 92-
99.
Nachtigall, G. R. (2011). Technological innovations in apple production. Technical report.
Technological innovations in apple production. Technical report.
Ndjami, B. J. I. (2014). The reasons behind the rise of Apple Inc.
Norman, D. A., & Verganti, R. (2014). Incremental and radical innovation: Design research
vs. technology and meaning change. Design issues, 30(1), 78-96.
Proctor, N., & Bicknell, T. (2012). Apple After Steve Jobs, Re: Museums. Curator: The
Museum Journal, 55(4), 479-485.
Thomke, S. H., & Feinberg, B. (2012). Design thinking and innovation at Apple. Harvard
Business School Publishing.
Wonglimpiyarat, J. (2012). Technology strategies and standard competition—Comparative
innovation cases of Apple and Microsoft. The Journal of High Technology
Management Research, 23(2), 90-102.