Mojo? Much has been written about Apple’s creative mojo; that magic and wizardry that the company’s famed designers sprinkle on every new product, from Mac to iPod to iPhone to iPad. A Google search of “apple mojo” reveals a laundry list of attempts to explain what happened to Apple’s mojo and how the company can get it back.
What Is Mojo?
Maybe mojo is like p-o-r-n. It’s difficult to define, but you know it when you see it. Otherwise, there is a definition and it fits Apple, though not quite.
mojo 1 |ˈmōˌjō| noun (pl. mojos) chiefly US
a magic charm, talisman, or spell: someone must have their mojo working over at the record company.
• magic power.
Based upon that simplistic definition, Apple uses some sort of wizardry to convince people to buy their gadgets in ever increasing numbers.
Speaking of numbers, many now say Apple has its mojo back simply because it sold a record number of iPhones and Macs in the most recent financial quarter.
Here’s another view of mojo, Apple style, and one that might be more appropriate.
mojo noun informal
1 get your mojo working: magic, voodoo, hoodoo, wizardry, sorcery; charm, lucky charm, amulet, talisman, churinga.
2 he’s lost his mojo: energy, vitality, spirit, zest, verve; power, dynamism, drive; fire, passion, ardor, zeal; informal zip, zing, pep, pizzazz, punch, bounce, oomph, moxie, go, get-up-and-go, vim and vigor, feistiness.
This definition fits Apple well.
Somewhere through the company’s ups and downs, trials and tribulations, the famed Apple mojo– epitomized by the Apple II and the Mac– was lost. There wasn’t much wizardry, vitality, or energy that occurred at Apple during the dark days of Steve Jobs’ absence, from 1985 to 1997.
Mojo returned in the form of a string of product hits during the second coming of Steve Jobs. iMac in 1998, Apple Stores in 2000, iPod and OS X in 2001, iTunes Store in 2003, the switch to Intel CPUs in 2005, the iPhone in 2007, the iPad in 2010, the Mac Pro in 2012, the iMac Retina 5K display in 2014, and the Apple Watch in 2015.
Most of the lost mojo Apple experienced since Jobs returned in 1997 appears to be journalistic in nature. In other words, tech writers baited readers with lost mojo nonsense to increase readership. The loss of mojo is not reflected in Apple’s history– either in the product line or in financials– since Jobs returned to run the company.
The company’s co-founder died three years ago. Where’s the mojo? Where’s the vitality, the energy, the spirit and zest, the dynamism and drive?
Does not that mojo show up in the last iMac, in the new iPad Air 2, in iPhone 6 and iPhone 6 Plus, as well as in iOS 8.1 and OS X Yosemite– all are products at the top of their class, and all receive raving approval from customers and critics alike.
Apple’s mojo never went anywhere. Can you name another technology gadget maker who wouldn’t want to trade places with the Apple that supposedly lost its mojo?