“A few weeks ago, Apple’s longtime ad creator Lee Clow suggestively tweeted, ‘Gonna be a good Super Bowl. Mac’s gonna be 30 :).’ People immediately started speculating that the iPhone and iPad maker might air an ad celebrating the Macintosh computer’s birthday. Any fans waiting for an Apple ad on Sunday night were disappointed,” Yukari Iwatani Kane writes for The New Yorker. “On Monday morning, however, the company released an online video that may have been what Clow was hinting at.”
“But, as beautifully as the video depicted how the company’s products have changed the world, it was also another reminder of how much Apple has changed since those days — not least because the old Apple, under Jobs, looked forward, not backward. ‘I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long,’ he had famously said. ‘Just figure out what’s next.'”
“When Jobs was ousted in 1985, the impact of his absence on Apple’s business was not immediately obvious,” Kane writes. “Inside Apple, employees knew differently. Something had changed. ‘I was let down when Steve left,’ Steve Scheier, Apple’s director of marketing from 1982 to 1991, recalled. ‘The middle managers, the directors, and the vice presidents kept the spirit alive for a long time without his infusion, but eventually you start hiring people you shouldn’t hire. You start making mistakes you shouldn’t have made.’ Apple began celebrating its past glories with commemorative T-shirts, a garden of Macintosh sculptures, and a display of an old Apple I in the cafeteria.”
“So what about now? Apple’s supporters point to the company’s billions of dollars in quarterly profit and its tens of billions in revenue as proof that it continues to thrive. But Apple’s employees again know differently, despite the executive team’s best efforts to preserve Jobs’s legacy,” Kane writes. “People who shouldn’t be hired are being hired (like Apple’s former retail chief, John Browett, who tried to incorporate big-box-retailer sensibilities into Apple’s refined store experience).”
Read more in the full article here.
MacDailyNews Take: As we asked last Tuesday: What is this 1995?
That said, Cook is a better CEO than all the Apple CEOs not named Jobs combined – and none of them had Ive, either – which gives us great hope and more than a little confidence.
Let’s go invent tomorrow rather than worrying about what happened yesterday. — Steve Jobs, May 30, 2007
[Thanks to MacDailyNews Reader “Dan K.” for the heads up.]
Apple forgoes Super Bowl ad, releases new ’1.24.14′ film celebrating Mac at 30 online – February 3, 2014
Apple plotting first Super Bowl spot since 1999, ad legend Lee Clow hints – January 27, 2014