CREATIVITY The human mind is like a parachute. It doesnt work unless its open.

. - Sir James Dewar, Scientist (1842-1923)

1. What is creativity? - The ability to transcend traditional ideas, rules or to create meaningful new ideas, forms, and interpretations. - The ability to come up with new and different viewpoints on a subject. 2. Why is creativity important in business? - To make more effective use of a managers time - To improve a products appeal to customers - To improve motivation amongst staff - To appeal to customers wants and needs - To cut costs through more efficient/effective production methods - To identify new and profitable product-market opportunities 3. About Apple Inc 3.1 Name Apple The name was "fun, spirited and not intimidating" Steve Jobs 3.2 History: 5 periods so far o The period of founded Apple 1976: founded by Steve Jobs, Steve Wozniak, and Ronald Wayne. At the same time, Apple I was produced. 1977: Apple had only 2 shareholders left, Jobs and Wozniak. Also, the line of Apple II gained success.

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1985: Steve Jobs left Apple. John Scully was Apples new CEO. 1986-1993: Rise and Fall 1994-1997: Attempts at reinvention Cooperated with IBM, Motorola and Microsoft Brought Jobs back as an advisor 1997: Jobs became Apples CEO and began restricting the lines of products 1998-2007 Return on profit 2001: Opened the first official Apple Retail Stores This stage witnessed the return of Apple with the introduction of Ipod, iTunes, MacBook Pro and iMac, Iphone, and Apple TV. Between 2003 and 2006 the price of Apple's stock increased more than tenfold, from around $6 per share to over $80. Especially, in 2007, Apples share reached 100$/per share. 2008- present: Development 2008: Launched the App Store to sell third-party applications for the iPhone and iPod Touch, which brought in $1 million daily on average. 2010: Launched iPad, and opened a tablet generation. In the first day, iPad were sold 300,000 units, reached 500,000 in its first weekend. Improve other lines such as introducing iPhone 4 and iPod Nano, or updated their Mac Book Air laptop Its share reached a new peak, 300$/ per share.

3.3 Logos

The original logo was designed in 1976 with the image of Sir Isaac Newton leaning against an apple tree. The Rainbow logo was re-designed 1 year later because of it was too cerebral and not easily reproduced at small sizes. The bite on Apple logo was implemented to distinguish an apple from a tomato. Also, it implied a nerdy play on words (bite/byte), a fitting reference for a tech company.

As for the rainbow stripes of the logo, it means to humanize the company. The Monochrome logo Once the Apple logo was universally recognized, it had to be put where people could see it. In that case, the rainbow logo would have looked silly, childish, and out of place. Therefore, Apple began placing sizeable and Monochrome styled logos on its products.

3.4 Slogans Apple's first slogan, "Byte into an Apple", was coined in the late 1970s.

From 19972002, Apple used the slogan "Think Different" in various advertising campaigns. Although the slogan has been retired, it is still closely associated with Apple. And may it be the most prominent slogan of Apple. Heres to the crazy ones. The rebels. The troublemakers. The ones who see things differently. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

Apple also has slogans for specific product lines for example, "iThink, therefore iMac", "Say hello to iPhone", "Thinnovation", "Touching is believing", "The first phone to beat the iPhone" 3.5 Creative Apple: o Creative Products: Ipod: is the most popular product made by Apple. It is the market leader in the market, especially with the Ipod Touch the first portable media player with touch screen, PDA and Wifi. Creatively, Apple had already formed an unbreakable grip on the market. Portable digital media players werent called MP3 players; they were just called iPods. Iphone: Although it is not the first touch screen phone to the market, it was the first device to have "apps" or software add-ons. It was the first smart phone to manage the apps market successfully. Amazing fact: Apple sold 40 million iPhones last year. That's 110,000 iPhones sold per day. Ipad: can be seen as the most convenient computer ever. With the iPad, you can be able to sneak in more and more work on road trips, breaks and any other moments when inspiration strikes. Amazing fact: Apple sold 7.5 million iPads last year, in 9 months. That's 833,000 a month or 27,000 a day or 1,157 an hour or 19 a minute. o Creative Distribution: We can see that innovation and technology are applied into distribution. For instance, take those iconic and always crowded Apple Stores. Amazing fact: Each store sold an average of $34 million worth of stuff, up from $26 million the year before

o Creative people: With Steve Jobs and all of his creative genius behind the wheel, Apple has become a globally recognizable company, one that people always associate with innovation and creativity. Steve Jobs inspired a whole generation of young entrepreneurs to take chances, to innovate and to pursue their dreams with relentless determination. Jobs always conducted his life with passion, purpose, focus and daring. "It's more fun to be a pirate than to join the navy,"

Sir Jonathan Ive - the leading designer and conceptual mind behind all recently products of Apple was put at #1 on Fast Companys list of "100 Most Creative People in Business.

3.6 Conclusion From the very first products to the latest products, from outside characters to inside technical characters, from products to distribution and people, Apple has proved that creation and innovation are the keys to succeed. In addition to its own success, thanks to its continuous creative procedure, Apple has contributed to shape a new era of technology and made it accessible to everyone.