By multiple standards, the company is doing better than even an optimist would have predicted in 2011. But it still has a Steve Jobs-shaped hole in it.
Ten years ago today, I happened to be attending a trade show in Tokyo when a tech journalist friend back in California phoned to ask if I’d heard Steve Jobs had died. I hadn’t: Apple had just made the sad announcement and it hadn’t yet overtaken Twitter, news sites, and—it would soon seem—every other form of media.
Rather than continuing with my trip as planned, I spent the rest of it writing multiple pieces about Apple’s cofounder and his impact on his company and the world. Throughout, I did my best to avoid coming to any snap judgments about what an Apple without Jobs would look like. Even a year after Jobs’s death, I marked its anniversary by arguing that it was too soon to judge how Apple was faring, in part because the company was still releasing products that he’d had a hand in shaping.
Nine years after that, I have no excuses. Tim Cook has been Apple’s CEO for more than a fifth of the company’s history. Comparing his Apple to Steve Jobs’s legacy remains tricky, since we’ll never know how Jobs would have handled the same decisions Cook has made. But since it’s no longer premature to ponder such matters, I’m going to give it a shot. And I’m going to divide my musings into four broad categories.
Apple as a business
This one’s easy.
When Jobs died, some who weighed in about Apple’s future—including Oracle CEO Larry Ellison, a close Jobs friend—expected the worst. You didn’t have to think Jobs was irreplaceable to guess that Cook would have his hands full dealing with threats such as the growing popularity of phones based on Google’s Android operating system.
Still, many observers concluded that Apple stood a good chance of flourishing under Cook. Hedge fund manager James Altucher, who had already predicted that Apple would be the first $1 trillion company, doubled down on the prognostication after Jobs’s passing.
But even Altucher didn’t talk about Apple becoming the first company to reach a valuation of $2 trillion, a feat it achieved less than nine years after Jobs’s death. Apple is now worth more than six times what it was on October 5, 2011. As the smartphone market matured, Cook turned out to be one of the best CEOs in the history of business, adroitly keeping Apple growing through strategies such as bolstering its services portfolio.
From a Wall Street perspective, the unanswerable question that feels most pertinent is not “would Apple have been more successful if Steve Jobs was still CEO?” Instead, it’s more like “would an Apple run by Steve Jobs have matched Tim Cook’s history-making financial results?”
The next big thing(s)
For the first year or two of Tim Cook’s tenure as Apple CEO, some pundits helpfully explained that Jobs had unveiled an epoch-shifting gadget every couple of years—and that Cook would be a failure if he didn’t continue that pace. As I wrote back then, this was silly. For one thing, even Jobs didn’t change history with anything like the frequency that people thought he did. For another, Cook deserved more than two years to prove how much vision Apple would have under his leadership.
Enough time has passed that it’s now fair to compare Cook’s biggest products to Jobs landmarks such as the Apple II, Mac, iPod, iTunes, iPhone, and iPad. Apples biggest all-new product since 2011 has unquestionably been the Apple Watch, which is now worn by 100 million people, including a third of iPhone users in the U.S. Judged purely as a revenue generator, the smartwatch deserves to be mentioned in the same breath as Jobs’s signature products: It’s a bigger business than the iPod was at its height.
The other obvious megahit of the Cook years are AirPods, which defined the modern wireless-earbud category and still lead it; they’re as iconic as wired iPod earbuds once were—and vastly more profitable for Apple.
Any Apple rival would salivate at the prospect of creating a business as successful as the Apple Watch and AirPods have been. Still, neither is culturally transformative in the way that Jobs’s biggest successes were. Rather than changing everything about our relationship with technology in one or two fell swoops, the Apple Watch has done well because Apple has patiently took something that initially felt like a tiny computer for your wrist and refocused it on fitness and health. Meanwhile, AirPods, delightful though they are, are ultimately an accessory, at least for the time being. And there’s a limit to how much an accessory can reshape human life.
But if Apple hasn’t managed to shift any epochs lately, that’s understandable. Neither has anyone else in the consumer electronics business:
- On the smartphone front, pricey folding phones from Samsung and Microsoft cater to a niche that doesn’t feel like it’s about to explode.
- Amazon’s Alexa has done more than Apple’s Siri to propel AI-infused voice interfaces to prominence, but it hasn’t rendered smartphones any less important.
- Thanks to Facebook’s Oculus, virtual reality has made great strides, but a heck of a lot of people still haven’t strapped on a headset even once.
- On the consumer hardware front, augmented reality has inspired some notorious flops; its successes, such as Pokémon Go and Google Lens, have gained traction by leveraging smartphones rather than replacing them.
- From Facebook and Twitter to TikTok, social media has changed the world over the past decade, but it feels less like an invention than a virus that got out of control.
- You might make the case that Elon Musk’s Tesla has had an Apple-like impact on the automotive industry, but the electrification of passenger vehicles remains a story in progress.
It’s even clearer in retrospect than it was during Jobs’s life that it might be impossible to top the iPhone by coming up with an even more popular, profitable gizmo. Had Jobs gotten another decade as Apple CEO, he might have chosen to pour most of the company’s energy into the evolution and expansion of the iPhone and iPad—just as Cook’s Apple has done. Incremental improvements to existing products, after all, were just as key to Jobs’s success as the great leaps forward.
One other thing: All evidence suggests that Apple hasn’t given up on trying to reinvent additional product categories. It’s just tackling ones that are hyper-ambitious even by its own standards—such as VR/AR headsets and cars—and is happy to chip away in private rather than hype stuff that won’t appear for years. Which means that it’s still too early to declare that we’ve seen the last history-making new Apple product.
The little things
Steve Jobs was not an inventor so much as an editor. None of the products he’s remembered for were the first in their category, and every one of them bulged with work done by people who had skills that Jobs did not possess. But he had a near-superhuman ability to know what to put into a product and what to leave out. He could make the seams between hardware and software nearly vanish. He made hard decisions that were often questioned, but almost always prescient and—eventually—widely imitated.
No single person has taken on that responsibility in the Cook era, and it shows. Compared to earlier days, the company has released more than its share of half-baked products, such as 2013’s iOS 7, whose newly minimalist look felt like a rough draft. In 2014, it had to create a $10,000 Apple Watch to learn that such a device made no sense. Instead of making touch-screen Macs, it replaced the MacBook Pro’s function keys with a skinny touchscreen in 2016, seemingly making very few people happy. Right now, the odd changes which the company decided to make to its Safari browser—and has only partially unwound—seem like an instance of inadequate editing of its raw ideas.
In all these cases, I’m not going to say “Steve Jobs would never have allowed that,” because . . . well, he might have. His own mistakes were often doozies. But present-day Apple does feel like it’s lost the final polish that Jobs gave almost everything.
Still, even if Apple errs in public more than it once did, it usually gets to a good place eventually. In the post-Jobs era, the iPhone lineup has had some false starts—remember the proudly plasticky iPhone 5c?—and grew confusing as Apple added more and more variants. But the four new iPhone 13 models—and the still-available iPhone SE—make for the most comprehensible iPhone line since the days when it consisted of a grand total of one phone. And by making the new iPhones slightly thicker and heavier to allow for larger, longer-lasting batteries, Apple abandoned Jobs’s thinner-is-better instincts to achieve a sensible goal. That’s an infinitely smarter act of editing than asking “what would Steve do?”
Steve Jobs the industry presence
We didn’t just lose Steve Jobs the business executive, strategic thinker, and product polisher 10 years ago. We lost the guy who may have been the single most memorable personality the consumer-tech business ever produced:
- The Steve Jobs who was a direct link to the roots of the PC industry, having cofounded Apple in 1976 at age 21 with Steve Wozniak. (Yes, Jobs and Woz really did sell a VW van and HP calculator, respectively, to fund their startup.)
- The one who could be terrible to deal with, was ignominiously forced out of his own company, and came back more than a decade later far better at his job.
- The one who pulled off a corporate turnaround so improbable that Wired had compiled “101 Ways to Save Apple” without one of them involving Jobs coming back as CEO.
- The one who occasionally issued open letters that sounded nothing like marketing materials.
- The one who read emails from random Apple customers and replied in as few words as possible. (Tim Cook apparently does take customer email seriously, but in a less entertaining fashion.)
When most of us envision Jobs, what we see is the man onstage at the product presentations so inextricably associated with him that they were known as “Stevenotes.” Even if you steadfastly refused to get sucked into his reality distortion field, these demos were remarkably compelling. It wasn’t just because he was one of the best explainers the tech industry has ever seen, or even because he occasionally did reveal stuff that blew your socks off. Up there on stage—often by himself—he came off as human, even vulnerable, in a way that few business executives would choose to make themselves. That was true all along, and even more so in his final years as each appearance was an opportunity for public speculation about his health.
For a few years after Jobs’s death, Apple product launches were overseen by Cook and other longtime Jobs associates, and felt like Stevenotes that had been stripped of their most important ingredient. As people noted with increasing frequency that the same handful of white guys represented Apple at every event, the company began to switch things up, calling on a larger, more diverse group of Apple employees to divvy up the presenting. With the COVID-19 pandemic and the shift to virtual events, the company ventured even further away from the Stevenote approach. Even if it returns to live product launches in 2022, it seems likely that high-production-value canned videos will play a larger part than when almost everything that mattered was happening in front of a live audience.
Steve Jobs is in no danger of being forgotten. But more and more, when Apple does things that he wouldn’t have, it’s not a sign that the company has lost its way. Instead, it’s evidence that Apple is still restlessly looking forward rather than obsessing over its past. And what could be more Steve Jobs-like than that?