URGENT

Although Apple Computer is known for its creativity and innovation, this has not always been the case. It is difficult to maintain a consistent track record of groundbreaking innovations, and Apple has had its share of problems. British designer Jonathan Ive joined Apple in 1992, with dreams of creating new and innovative products. However, during his first few years at the company, Apple strayed from its original foundation of innovation and imagination, and it began acting as a mere imitator in the market. In essence, Apple had become a follower in the industry. The stagnant corporate culture that had emerged had a negative effect on Ive and his design team, as they were no longer free to experiment and invent. However, when Apples founder, Steve Jobs, returned to the company after pursuing other business interests, Apple Computer reinvented itself and returned to its prior mission. According to Ive, By re-establishing the core values [Jobs] had established at the beginning, Apple again pursued a direction which was clear and different from any other company. Design and innovation formed an important part of this new direction. With the reestablished culture supporting experimentation and creativity, Ive had the opportunity to develop a new standard in music technology. Initially, it was Tony Faddell, a computer engineer with an interest in developing an MP3 player, who came up with the initial idea for the iPod (Kahney, 2005). Then it took a team of a dozen designers from all over the globe, including New Zealand, Germany, Italy, and England, to bring the idea to completion. But what made this team so successful? According to Ive, it was the members fanatical care beyond the obvious stuff: the obsessive attention to details that are often overlooked that allow for creativity to blossom. They were committed to developing a new music player that would redefine the music industry. One of the greatest strengths of the team was its inquisitiveness (Burrows, 2006). It was this curiosity and sense of exploration that led members to consult with a wide range of people such as engineers, marketing specialists, and other manufacturers. During one of their trips to Asia, they observed the manufacturing technique of layering colored plastic over other materials that would become the signature look for iPods and iMacs. Even Jobs, CEO of Apple, contributed to the project. He met with developers on a daily basis to contribute to the products design and interface. Jobs was obsessed with intuitiveness and ease of use, demanding that a song be accessible in less than three clicks. Interestingly, the iPod prototype was made almost entirely from existing parts Apple bought from other companies, including the internal units from PortalPlayer, the battery from Sony, and the hard drive from Toshiba, to name a few (Kahney, 2005). The design team was able to look at the same pieces that other companies had produced and envision a different configuration that would change the industry. On October 23, 2001, at 10:00 a.m., Jobs announced the iPods arrivaland the rest, as they say, is history. Ive and his design team helped Apple restore its image as the iconic, innovative company it is today.

Case Study Discussion

Questions 1. What were the most important individual characteristics of the people, including Steve Jobs, behind the creation of the IPod? Analyse according to the characteristics of creative people as discussed in your textbook (and any additional research findings you might have).

2. What were the benefits of using a team versus an individual to develop the iPod? Analyse according to the advantages and disadvantages discussed in your textbook (and any additional research findings you might have).