1- Comment on the innovative culture that is apparent at Apple and state on whether creativity or good management is the key to success. Question 2- how principles and creativity could be applied to online selling company Creativity at Apple Steve Jobs, the lionized former CEO of Apple Inc., proudly described Apple's mission in these terms: "Innovate. That's what we do." And innovate it has. Jobs and his original colleagues Steve Wozniak and Mike Markkula creed the personal computer market in 1977 with the introduction of the Apple HI. By 1980, Apple was the number one vendor of personal computers in the world. By 2008 Fortune magazine had named Apple the most admired company in the United States, and in 2013 Apple surpassed Coca-Cola to become the world's most valuable brand in the Omnicom Group's "Best Global Brands" report. As of December 2017, Apple maintained 499 retail stores in 22 countries as well as the online Apple Store and iTunes Store, the latter of which is the world's largest music retailer. Apple is among the largest publicly traded corporations in the world by market capitalization, with an estimated market capitalization of more than $700 billion at the beginning of 2018. Apple's five-year growth average is above 30 percent for top-line growth and 45 percent for bottom-line growth. Apple is the most financially successful startup company of all time, and astoundingly, in July 2011, due to the American debt-ceiling crisis, Apple's financial reserves were briefly larger than those of the U.S. government. This success has occurred as a result of Apple's incredible inventiveness and creativity in developing new products, On the other hand, the market is questioning whether Apple can keep up this pace and remain a world-class innovation factory. The success of the company, of course, is due to its innovation. Apple created the personal computer market, firti with Apple II and then with Macintosh computers and the OS operating system. It created the first computer network with its Macintosh machines-Windows-based PCs did not network until the mid-1990s. Apple introduced the first handheld, pen-based computing device, known as the Newton, and followed that up with a wireless mouse, ambient-lit keyboards for working in the dark, and the fastest computer on the market in 2003. Also in 2003, Apple introduced the first legal digital music store for downloading songs-iTunes-along with its compatible technology, the iPod. This was followed by the Apple Store, iPhone, Touch, iPad, and iCloud. The company is now rumored to be working on an iCar. In other words, Apple has been at the forefront of product and technological innovation for almost 40 years. Apple has been, hands down, the most innovative company in its industry and one of the most innovative companies on the planet