Apple is taking the following creativity approaches: imagination and investment.
1) Imagination: Apple is primarily focusing on innovation and flexibility; therefore, they are consider to be relying on the "imagination" approach, where the key is gear towards the transformation of ideas and experimentation. For example, Apple has innovated the iPod music player hand in hand with the first digital online downloading songs- iTunes. Whereas other competitors are achieving creativity through improvement. According to Jeff DeGraff, The concept of achieving …show more content…
Another conceptual block that fits well in this case is the conceptual block of commitment. When you become committed to a particular way of doing things and solving problems, you tend to ignore other feasible solutions in the future. This is principally relevant when your committed techniques have worked for you in the past. For Apple to continue being innovative in the computer market it could be a problem for them in the future by holding them back from expanding into other types of markets. Perceptual stereotyping is a type of commitment block that can be found in Apple. For example, when a new product comes out and is very profitable/ successful, the company is committed to reinvent it by fixing up previous problems and adding new speculations to it. Compression of ideas may also be applied in Apple’s case. Apple seems to have driven boundaries around the problems with innovation being the only solution applicable to them. What it has failed to recognize is the fact that innovation itself requires thinking “outside the box.”
Employees need to watch out for the conceptual block called complacency which is where they don’t ask for help or questions because of fear of looking like they don’t know what they’re doing and bias against thinking. For employees to overcome this, the company should implicate that everyone should be open with questions because no question is a stupid question, the answer will only give you more clarity