Creativity of Apple

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How can an organization foster creativity and innovation? What strategies and practices can it adopt and how do these connect with the theories about creativity discussed in this module? Answer this question by focusing on the case study of an organization that is well known for its creative culture.

Everyday creativity refers to a process, which brings together at least one active human mind, and the material or digital world, in the activity of making something, which is novel in that context, and is a process, which evokes a feeling of joy. – David Gauntlett

Creativity is a wide topic, which allows different interpretations. It has been described, as ‘the process of bringing something new into being... creativity requires passion and commitment’ (Rollo May, The courage to create). According to Gauntlett he also mentions that creativity is ‘the ability to come up with ideas or artifacts that are new, surprising and valuable’.

Creativity can be divided into three different kinds:
1. Combinatorial creativity ─ generating new, surprising and valuable ideas and artifacts through combining existing ideas and artifacts
2. Exploratory creativity ─ generating new, surprising and valuable ideas and artifacts that expand our understanding of an area or creative domain 3. Transformational creativity ─ generating new, surprising and valuable ideas and artefacts that transform the way we see the world. Through this belief Gaunlett has proven that creativity can be defined on many distant levels, cognitively, intellectually, socially, spiritually and from the finite prospective of different disciplines of business, science, art, dance, music, theatre etc. Rollo May also states that out of the creative art, is born symbols and myths.’

“Within every indidvual, creativity is a function of three components: expertise, creative thinking skills and motivation”, (Henry J., 2001:4).

According to the Business dictionary they interpret innovation a process by which an idea or invention is translated into a good or service for which people will pay. They also state that to be called an innovation is when an idea is replicable at an economical cost and must satisfy a specific need. Innovation involves deliberate application of information, imagination and initiative in deriving greater or different value from resources and encompasses all processes by which new ideas are generated and converted into useful products. In business, innovation results often from the application of a scientific or technical idea in decreasing the gap between the needs or expectations of the customers and the performance of a firm’s products.

Creativity and innovation has combined to create the materialization of the new ideas, which has grown out of the uniqueness of the individuals, such as Picasso, Shakespeare, Leonardo Da Vinci and many other famous names. With the rise of new technologies in particular computing it has reached a new dimension with creativity and innovation one brand in particular stands out Apple.

Two men Jobs and Wozniak founded Apple on April first. Both Jobs and Wozniak have personalities that persevere throughout Apple even today. Jobs was and still is the expert in sales and futurist while Wozniak was the intrusive technical genius. Wozniak was always creating his own computer from home and that is when he realized that it was a commercial potential.

Apple 1 was created and after selling 50 computer kits to Paul Terrell’s Byte shop in Mountain View, CA, however Jobs and Wozniak required financing to sell their improved version, the Apple 2. Once they found their financier the company introduced the Apple 2 on April 17th, 1977, the same time Commodore released their PET computer. Apple 2 sales increased dramatically as it came with VisiCalc, a modern spreadsheet program. In 1979, Apple commenced three projects in order to stay on top of the competition, they were: 1)...
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