Apple is at the first major cross-roads since the passing of its late co-founder Steve Jobs 12
years ago. It finds itself still largely dependent on the product lines and businesses that Jobs left behind. Its Vision Pro has received mixed reviews on launch, while it is also facing several other headwinds including a major lawsuit against what the DOJ claims are its anticompetitive practices.
I mean, certainly he gets more credit than deserved. But I find it hard to deny the major impact he had. When he was hired back as CEO in the late 90s, Apple already had talented engineers, but there was no coherence or direction in what they were working on, and the next gen OS was never going to happen. Back then, CEO Michael Dell was asked what he’d do if he were in charge of Apple and he said he’d shut it down. Apple was a punching bag in the industry.
Jobs immediately made radical changes at the company, eliminating most of their product line which was superfluous and confusing, shutting down software projects that were “neat” but didn’t fit into a vision, putting them on the path to release OS X (which his company had envisioned and developed the basis for while he was away from Apple), changing their marketing strategy, making the most clear-cut product line I’d ever seen, and turning conference keynotes into must-see TV. And in addition to that he pushed Apple towards the iMac, the iPod and the music store, and the iPhone.
It took amazing engineers and a lot of work and pain to actually deliver these products. And Jobs does get more credit than deserved. But I think he does deserve a whole lot of credit.