Everyone loves a good story. Some people need a good story.
Tim Cook, for example. When Jony Ive decided to leave Apple in June 2019, Tim’s job was to reassure Wall Street that the departure of Steve Jobs’ spiritual partner was only a superficial wound.
The goal was believability, not transparency. After all, this is business. Very, very big business.
And so a story was spun.
Let’s give Tim credit for manufacturing a credible and effective tale. Then let’s wonder why no one ever poked holes in it.
One thing Apple unveiled in its recent Spring Forward event was enough to make me believe in miracles.
After nearly six frustrating years—six years!—one of the company’s most inexplicable design blunders was finally corrected.
Hello, new Siri Remote.
The shock got me digging into the past to examine Apple’s track record when it comes to fixing things that need fixing. Sorry to say, it isn’t pretty.
Here’s a look back at the more notable Apple mistakes—and how long they went uncorrected.
Once upon a time, eight Senior VPs formed Steve Jobs’ inner circle.
Steve empowered them because they were talented, strategic, trusted and in tune with his vision.
Well, time marches on. Apple doesn’t have Steve anymore. Tim Cook has reigned for nearly nine years. One by one, most of Steve’s Gang of Eight have been replaced.
Today only Tim Cook and COO Jeff Williams remain. The original Big Guns of hardware, software, retail, marketing, finance and legal have all checked out.
I am eternally grateful that no one ever asked me to write a PR release for a company in trouble.
It’s a thankless job, and nobody believes what you write—but write you must.
That’s why so many surrender from the start, dipping into a reservoir of classics like, “He’s leaving to pursue other opportunities.”
This was the challenge served up to the spokeswoman at Apple’s agency, Media Arts Lab, to explain the recent layoffs of 50 people.
Thankfully, she didn’t ask us to believe that those 50 simultaneously decided to pursue other opportunities. What she did ask us to believe was something equally absurd.
Somewhere in an alternate universe, Tim Cook is busy rehearsing his September 10th event.
He’s nervous. He’s about to do something incredibly bold. Maybe even crazy.
Going through his show, he pauses when he gets to the iPhone branding slide, imagining how the audience’s collective jaw will drop.
Despite the rumors, there is no number 11. There’s no X, R, S, SE, Plus or Max in sight. And that’s just the tip of this boldness iceberg.
Alternate Tim takes a deep breath, then drops the bomb.
“Our new iPhones are so new, so totally amazing, so far beyond any iPhone we’ve made before, we’re not even calling them iPhones anymore,” he says. “Meet the new Apple Phones.”
After a 21-year run, the i is finally dead.
On March 25th, Tim Cook unveiled Apple Card—”the future of credit cards.”
WTF? Fiasco! Yet another Apple blunder! Has Tim Cook lost it? Steve Jobs would never do this!!
Well … not so fast. The truth is, Steve Jobs actually did do this. At least he tried to.
The proof is likely hidden in a secret vault buried deep inside Apple Park. Fortunately, it’s also right here on my archive drive.