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Seek4media:	
  Will	
  the	
  Core	
  of	
  Apple	
  Still	
  Be	
  Able	
  to	
  
Think	
  Differently	
  Without	
  Steve	
  Jobs?	
  
	
  
	
  
In	
  the	
  autumn	
  of	
  1997,	
  the	
  computer	
  entrepreneur	
  Michael	
  Dell	
  was	
  
asked	
  to	
  comment	
  on	
  the	
  future	
  of	
  an	
  ailing	
  rival.	
  "What	
  would	
  I	
  do	
  
with	
  Apple?"	
  he	
  said.	
  "I'd	
  shut	
  it	
  down	
  and	
  give	
  the	
  money	
  back	
  to	
  
the	
  shareholders."	
  
	
  
And	
  it	
  did	
  not	
  seem	
  like	
  bad	
  advice	
  either.	
  In	
  1997	
  Apple	
  had	
  no	
  
money,	
  no	
  customers,	
  no	
  winning	
  products	
  and	
  no	
  ideas.	
  All	
  it	
  really	
  
had	
  was	
  Steve	
  Jobs.	
  The	
  man	
  who	
  had	
  founded	
  the	
  company	
  20	
  years	
  
earlier	
  in	
  his	
  parents'	
  garage	
  had	
  returned	
  from	
  exile	
  to	
  take	
  the	
  
helm.	
  It	
  did	
  not	
  seem	
  much,	
  but	
  it	
  turned	
  out	
  to	
  be	
  everything.	
  
	
  
Among	
  the	
  first	
  things	
  Mr	
  Jobs	
  did	
  on	
  his	
  return	
  was	
  to	
  run	
  a	
  series	
  of	
  
adverts.	
  "Think	
  different"	
  was	
  the	
  slogan.	
  And	
  featured	
  were	
  the	
  
inventive	
  and	
  the	
  creative:	
  Bob	
  Dylan,	
  Maria	
  Callas,	
  Pablo	
  Picasso,	
  
Frank	
  Lloyd	
  Wright	
  and	
  Martin	
  Luther	
  King.	
  	
  
	
  
It	
  was	
  a	
  statement	
  of	
  intent.	
  He	
  was	
  going	
  to	
  make	
  a	
  computer	
  
business	
  at	
  home	
  in	
  this	
  company:	
  an	
  icon,	
  a	
  creative	
  beacon.	
  It	
  was	
  
"a	
  lunatic	
  plan",	
  as	
  John	
  Sculley,	
  the	
  former	
  Pepsi	
  man	
  who	
  had	
  been	
  
recruited	
  by	
  Mr	
  Jobs	
  and	
  then	
  pushed	
  him	
  out	
  of	
  Apple	
  the	
  first	
  time,	
  
put	
  it.	
  A	
  lunatic	
  plan,	
  and	
  a	
  plan	
  of	
  genius.	
  
	
  
The	
  idea	
  of	
  making	
  a	
  technology	
  company	
  into	
  a	
  consumer	
  one	
  
seems	
  obvious	
  now,	
  even	
  inevitable.	
  When	
  Mr	
  Jobs	
  conceived	
  it,	
  it	
  
was	
  neither.	
  Products	
  such	
  as	
  the	
  iPod,	
  iPhone	
  and	
  iPad	
  changed	
  the	
  
computer	
  industry	
  and	
  transformed	
  other	
  industries	
  too	
  and	
  each	
  
was	
  regarded	
  in	
  its	
  turn	
  as	
  an	
  eccentric	
  departure,	
  before	
  being	
  
reinterpreted	
  as	
  a	
  masterstroke.	
  
	
  
What	
  gave	
  rise	
  to	
  this	
  creativity?	
  In	
  a	
  single	
  word,	
  control.	
  Mr	
  Jobs's	
  
unbending	
  perfectionism,	
  the	
  way	
  he	
  closes	
  Apple	
  products	
  to	
  
outside	
  innovators,	
  his	
  secrecy,	
  his	
  willingness	
  to	
  delay	
  his	
  products	
  
to	
  get	
  one	
  tiny	
  detail	
  right,	
  his	
  sometimes	
  difficult	
  personal	
  manner,	
  
all	
  have	
  been	
  criticised.	
  But	
  all	
  are	
  central	
  to	
  his	
  success.	
  
	
  
In	
  his	
  books	
  on	
  Hollywood	
  entrepreneurs,	
  the	
  cultural	
  critic	
  Neal	
  
Gabler	
  explains	
  the	
  drive	
  of	
  outsiders	
  to	
  create	
  a	
  world	
  of	
  their	
  own,	
  
in	
  which	
  their	
  vision	
  is	
  realised,	
  and	
  their	
  word	
  goes.	
  And,	
  far	
  more	
  
than	
  he	
  resembles	
  other	
  computer	
  businessmen,	
  Mr	
  Jobs	
  resembles	
  
one	
  of	
  these	
  moguls.	
  
	
  
Most	
  of	
  all	
  he	
  is	
  like	
  Walt	
  Disney,	
  a	
  man	
  who	
  invented	
  the	
  talking	
  
cartoon,	
  the	
  animated	
  feature,	
  the	
  nature	
  documentary,	
  animatronics	
  
and	
  the	
  theme	
  park.	
  Disney	
  helped	
  to	
  invent	
  modern	
  America	
  
because	
  he	
  was	
  trying	
  to	
  invent	
  himself.	
  He	
  insisted	
  on	
  power	
  over	
  
every	
  last	
  detail.	
  Money	
  did	
  not	
  matter;	
  what	
  mattered	
  was	
  the	
  
realisation	
  of	
  his	
  vision.	
  Whatever	
  it	
  took.	
  
	
  
What	
  happened	
  to	
  Disney	
  once	
  Walt	
  was	
  gone?	
  It	
  stumbled	
  on	
  for	
  a	
  
bit,	
  stunned	
  that	
  its	
  driving	
  force	
  drove	
  it	
  no	
  longer.	
  But	
  finally	
  it	
  
revived	
  (with	
  a	
  lot	
  of	
  help,	
  interestingly,	
  from	
  Pixar,	
  a	
  company	
  
owned	
  by	
  Mr	
  Jobs),	
  because	
  its	
  vision	
  was	
  so	
  clear	
  and	
  so	
  strong.	
  
There	
  was	
  something	
  to	
  adhere	
  to,	
  something	
  to	
  return	
  to.	
  Visit	
  a	
  
Disney	
  park	
  now,	
  and	
  Walt's	
  presence	
  is	
  obvious.	
  
	
  
That	
  has	
  to	
  be	
  the	
  hope	
  now	
  for	
  Apple.	
  It	
  may	
  no	
  longer	
  have	
  Mr	
  Jobs	
  
as	
  its	
  chief	
  executive,	
  but	
  it	
  still	
  has	
  his	
  vision.	
  It	
  may	
  not	
  be	
  in	
  his	
  
control	
  but	
  it	
  still	
  has	
  the	
  memory	
  of	
  what	
  his	
  control	
  felt	
  like.	
  	
  
	
  
This	
  is	
  not	
  to	
  underestimate	
  the	
  challenge.	
  The	
  problem	
  with	
  the	
  
closed	
  world	
  of	
  Steve	
  Jobs	
  is	
  that	
  you	
  cannot	
  be	
  half	
  in	
  and	
  half	
  out.	
  
As	
  a	
  customer,	
  you	
  are	
  either	
  with	
  Apple	
  or	
  you	
  or	
  not.	
  While	
  this	
  
works,	
  it	
  works	
  well,	
  but	
  if	
  it	
  stops	
  working,	
  it	
  fails	
  spectacularly.	
  
Once	
  consumers	
  turn	
  to	
  others,	
  you	
  risk	
  being	
  left	
  with	
  a	
  tight,	
  
expensive	
  set	
  of	
  products	
  and	
  no	
  customers.	
  
	
  
Apple	
  may	
  not	
  be	
  able	
  to	
  afford	
  Disney's	
  stumbles.	
  But	
  it	
  may	
  not	
  
make	
  them.	
  For	
  Mr	
  Jobs,	
  it	
  would	
  be	
  the	
  final	
  test	
  of	
  his	
  extraordinary	
  
leadership	
  if	
  Apple	
  can	
  thrive	
  long	
  after	
  leaving	
  his	
  control.	
  
	
  
Seek4media	
  is	
  an	
  independent	
  voice	
  on	
  the	
  web.	
  We	
  report	
  today's	
  
news	
  is	
  tomorrow’s	
  headlines	
  responsibly	
  and	
  truthfully	
  so	
  that	
  
readers	
  can	
  improve	
  their	
  own	
  lives	
  and	
  increase	
  their	
  
understanding	
  and	
  respect	
  for	
  their	
  neighbors	
  next	
  door	
  and	
  around	
  
the	
  globe.	
  In	
  our	
  approach	
  and	
  in	
  our	
  content,	
  we	
  uphold	
  universal	
  
human	
  values,	
  rights,	
  and	
  freedoms.	
  We	
  are	
  a	
  business	
  that	
  puts	
  our	
  
readers'	
  interests	
  first,	
  in	
  all	
  that	
  we	
  do.	
  
	
  
	
  

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  • 1. Seek4media:  Will  the  Core  of  Apple  Still  Be  Able  to   Think  Differently  Without  Steve  Jobs?       In  the  autumn  of  1997,  the  computer  entrepreneur  Michael  Dell  was   asked  to  comment  on  the  future  of  an  ailing  rival.  "What  would  I  do   with  Apple?"  he  said.  "I'd  shut  it  down  and  give  the  money  back  to   the  shareholders."     And  it  did  not  seem  like  bad  advice  either.  In  1997  Apple  had  no   money,  no  customers,  no  winning  products  and  no  ideas.  All  it  really   had  was  Steve  Jobs.  The  man  who  had  founded  the  company  20  years   earlier  in  his  parents'  garage  had  returned  from  exile  to  take  the   helm.  It  did  not  seem  much,  but  it  turned  out  to  be  everything.     Among  the  first  things  Mr  Jobs  did  on  his  return  was  to  run  a  series  of   adverts.  "Think  different"  was  the  slogan.  And  featured  were  the   inventive  and  the  creative:  Bob  Dylan,  Maria  Callas,  Pablo  Picasso,   Frank  Lloyd  Wright  and  Martin  Luther  King.       It  was  a  statement  of  intent.  He  was  going  to  make  a  computer   business  at  home  in  this  company:  an  icon,  a  creative  beacon.  It  was   "a  lunatic  plan",  as  John  Sculley,  the  former  Pepsi  man  who  had  been   recruited  by  Mr  Jobs  and  then  pushed  him  out  of  Apple  the  first  time,   put  it.  A  lunatic  plan,  and  a  plan  of  genius.     The  idea  of  making  a  technology  company  into  a  consumer  one   seems  obvious  now,  even  inevitable.  When  Mr  Jobs  conceived  it,  it   was  neither.  Products  such  as  the  iPod,  iPhone  and  iPad  changed  the   computer  industry  and  transformed  other  industries  too  and  each   was  regarded  in  its  turn  as  an  eccentric  departure,  before  being   reinterpreted  as  a  masterstroke.     What  gave  rise  to  this  creativity?  In  a  single  word,  control.  Mr  Jobs's   unbending  perfectionism,  the  way  he  closes  Apple  products  to   outside  innovators,  his  secrecy,  his  willingness  to  delay  his  products   to  get  one  tiny  detail  right,  his  sometimes  difficult  personal  manner,   all  have  been  criticised.  But  all  are  central  to  his  success.     In  his  books  on  Hollywood  entrepreneurs,  the  cultural  critic  Neal   Gabler  explains  the  drive  of  outsiders  to  create  a  world  of  their  own,  
  • 2. in  which  their  vision  is  realised,  and  their  word  goes.  And,  far  more   than  he  resembles  other  computer  businessmen,  Mr  Jobs  resembles   one  of  these  moguls.     Most  of  all  he  is  like  Walt  Disney,  a  man  who  invented  the  talking   cartoon,  the  animated  feature,  the  nature  documentary,  animatronics   and  the  theme  park.  Disney  helped  to  invent  modern  America   because  he  was  trying  to  invent  himself.  He  insisted  on  power  over   every  last  detail.  Money  did  not  matter;  what  mattered  was  the   realisation  of  his  vision.  Whatever  it  took.     What  happened  to  Disney  once  Walt  was  gone?  It  stumbled  on  for  a   bit,  stunned  that  its  driving  force  drove  it  no  longer.  But  finally  it   revived  (with  a  lot  of  help,  interestingly,  from  Pixar,  a  company   owned  by  Mr  Jobs),  because  its  vision  was  so  clear  and  so  strong.   There  was  something  to  adhere  to,  something  to  return  to.  Visit  a   Disney  park  now,  and  Walt's  presence  is  obvious.     That  has  to  be  the  hope  now  for  Apple.  It  may  no  longer  have  Mr  Jobs   as  its  chief  executive,  but  it  still  has  his  vision.  It  may  not  be  in  his   control  but  it  still  has  the  memory  of  what  his  control  felt  like.       This  is  not  to  underestimate  the  challenge.  The  problem  with  the   closed  world  of  Steve  Jobs  is  that  you  cannot  be  half  in  and  half  out.   As  a  customer,  you  are  either  with  Apple  or  you  or  not.  While  this   works,  it  works  well,  but  if  it  stops  working,  it  fails  spectacularly.   Once  consumers  turn  to  others,  you  risk  being  left  with  a  tight,   expensive  set  of  products  and  no  customers.     Apple  may  not  be  able  to  afford  Disney's  stumbles.  But  it  may  not   make  them.  For  Mr  Jobs,  it  would  be  the  final  test  of  his  extraordinary   leadership  if  Apple  can  thrive  long  after  leaving  his  control.     Seek4media  is  an  independent  voice  on  the  web.  We  report  today's   news  is  tomorrow’s  headlines  responsibly  and  truthfully  so  that   readers  can  improve  their  own  lives  and  increase  their   understanding  and  respect  for  their  neighbors  next  door  and  around   the  globe.  In  our  approach  and  in  our  content,  we  uphold  universal   human  values,  rights,  and  freedoms.  We  are  a  business  that  puts  our   readers'  interests  first,  in  all  that  we  do.