Everyone’s writing about Steve Jobs, everyone’s worrying about Apple, everyone’s defending Tim Cook.
It’s not so much the case that Tim Cook’s qualities aren’t interesting and the points about their usefulness weren’t made. History shows that Steve Jobs made a big deal about inventory just as much as profitability and product focus when he came back to Apple. Steve Jobs knows that every company that can get their hands on a Tim Cook is lucky. We know that he knows that, and we also know.
It’s also not that people really expect Steve Jobs to tweak every pixel, even if he’s into gradients. Viscerally, Steve Jobs does a great job of representing all of Apple, but everyone knows that if the company would fall apart without him, they wouldn’t have gotten this far. He can’t stare thousands of people in the eye, and that way of motivation wouldn’t last.
The kernel of truth that remains in the unease about Tim Cook, CEO, isn’t about Tim Cook’s lack of acumen; isn’t about the lack of great people with Steve’s values; isn’t about the lack of leaders around those ideas; isn’t even about those leaders not being credible public figureheads. Phil Schiller, Scott Forstall and Craig Federighi can keynote on Steve’s level and they aren’t even all on the same depth of the organization chart, flat as it may be.
So what is it? Steve Jobs’ remaining role was as a lightning rod. Everyone else ran their own house just fine, but Steve made the calls. I’m sure people are writing Scott and Phil in droves, but Steve is a bigger target. It is a deep comfort for some people to see a position like Steve’s, and someone like Steve in it. It is the image of security and stability, and those who cherish it are loathe to see it go.
Maybe something else is afoot, though. Look back over the year to date. iOS 5 is filled with, and I have on a qualified hunch that it may be “the release of”, stuff you couldn’t believe they hadn’t gotten by now and had almost given up on. Lion’s whole message is “let’s readjust”. iCloud was the only part of the WWDC keynote that Steve handled himself, and it incorporated both revising his “computer as a digital hub” strategy from the turn of the century as well as redeeming MobileMe.
2011 for Apple is about tying up their past as if to prepare for something. Maybe it is the case that we’re on the way out of a transition to something else. Maybe that transition perpetuated, or was perpetuated by, a more flexible way of working inside Apple itself, where the various divisions are now freer to do their own thing. Curtly, maybe taste is now in less need of centralization than operations are because it permeates the whole organization, or at least the parts where it is in dire need.
As with everything else, it’s all a fuzzy theory. Like the theories of how Apple or its stock will crash because it’s not Tim Cook’s job or interest to set the default arrangement the dock icons in new Mac OS X versions. Everyone’s writing them and everyone’s refuting them.
The one thing I haven’t seen is a theory of Steve Jobs, although deeply appreciated, being made redundant by his own organization. While there isn’t any evidence of a future crash, there is some evidence of Steve Jobs backing off on the micromanagement.
The cherries are picked. The preemptive multitasking Mac OS, the reliant Apple retailer, the Intel Mac, the Apple Phone and Tablet and why not the commercially enormously successful Apple itself. All once thought impossible myths, all now facts of life. The only future substantially improved Apple product that I can predict is an iPad with a higher resolution display.
The field is wide open for the future and while the past can guide you, its impact seems so quaint compared to where you can go. Steve leaves what he started, where he started, when he started.
