Apple’s commitment to innovation is cultural, not process driven. The most successful products at Apple were started with only a few people with no formal structure or hierarchy and little corporate oversight. Yet, “to turn really interesting ideas and fledgling technologies into a company that can continue to innovate for years, it requires a lot of disciplines,” advised → Steve Jobs. Apple has built an effective innovation system to harnesses creativity in its people, stimulate new ideas, streamline the design process, and launch successful, profitable new innovations.