To paraphrase Forrest Gump, ‘Apple is as Apple does.’ In short, that means Apple does what Apple wants and doesn’t worry much about what the rest of the world thinks Apple should do.
Yet, here we are, nearly three years after dear leader’s untimely death, and Apple is as secretive as Apple ever was. Yet, we can see clearly more than a few changes in the Cupertino culture. Would Steve Jobs applaud? Or, would Steve Jobs roll over in his grave?
Applause Beyond The Grave
Apple received nearly a standing ovation from app developers based on upcoming changes to OS X Yosemite and iOS 8. Why? Apple gave a big something to everyone.
What? A surprise. Apple was still secretive about WWDC announcements for OS X and iOS, but the manner in which the changes were delivered is a new Apple, not the old Apple.
I suspect that if Apple were still being run by Steve Jobs that WWDC 2014 would have been different; not as open, not as friendly, not as confident.
However, I also suspect that if Steve Jobs had retired from Apple to run a sushi bar in Cupertino, and divorced from Apple’s day-to-day workings, three years into Tim Cook’s reign, Jobs would have applauded from the sidelines.
From Tim Cook, two weeks after Jobs’ death.
But I know Steve. Steve would have wanted this cloud to lift for Apple and our focus to return to the work that he loved so much.
Steve Jobs was afraid that Apple would become like Disney after Walt Disney died. Paralyzed for many years.
Cook said this was the last words of advice that Jobs gave him.
Never ask what he would do, just do what’s right.
From the WWDC Keynote presentation, and how Apple is moving rapidly to lay the foundation for integrated devices, Cook and his executive team have not stopped to ask, ‘What would Steve do?‘ Instead, they’re working to do what’s right.
Make no mistake. This new Apple is still Apple. It’s just not Steve Jobs’ Apple anymore.