There is no business case, no economic pressure for creativity. Yes, you can create, but you do not have time - for your creation nobody is gonna pay money - so there is no incentive to be creative.
Excuses?! Any engineer knows that many good ideas appear as the result of interaction with production process, but if something is designed in USA but made in China then the loopback time grows very big and you end up with making same boring stuff year after year, year after year...