Autor zastupa tezu koja se već godinama može čuti među pojedinim poklonicima brenda, da je gubitkom Džobsa došlo do znatnog udaljavanja od vizije koja je Apple učinila onim što jeste. Iako autor navodi primere i daje argumente za svoje stavove, ostaje pitanje koliko je moguće izvlačiti zaključke o „pravim” koracima koje je Apple trebalo da preduzme (barem što se tiče proizvoda, koji su i dalje jako uspešni) na osnovu dizajna, tehnologije i pristupa od pre deset godina?
Ten years after he passed away, the company has spent hundreds of billions of dollars buying back their own stock, and billions more chasing cool with the Beats acquisition and the advent of Apple TV+. While many customers may not notice any difference, Apple has lost the keen attention to detail that Steve Jobs held in such regard in his time at the company he founded. The company is not the same, and has ignored many of their core values in my opinion.
- Buying cool with the Beats acquisition (The iPod app wasn't broken when the original iPhone shipped back in 2007, and today's Music app design is a fine example of Apple pushing their services over friendly and easy-to-use user interface design to the detriment of iOS as a platform.)
- The fall of iOS (Things really began to falter with the introduction of iOS 6 and the release of Apple Maps.)
- Mac is no longer for creative professionals (The past decade has seen the Mac slip in terms of power under the hood, and many creative professionals have left the platform entirely due to the product lines inability to keep up with competitors. Many Mac Pro or MacBook Pro models cost more than their competitors and come with less impressive hardware.)
- Financial engineering is some of the only innovation left at Apple (Share buybacks and stock dividends are not what cool and innovative companies do, and it is pretty clear that Tim Cook is more focused on keeping institutional investors happy than doing what is in the best interests of the company's long-term future.)
- Iteration instead of innovation with no attention to detail (From HomePods leaving rings when used on wooden tables, to the massive camera bump that makes iPhone 13 Pro wobble when using it on flat table, much of Jobs' maniacal attention to detail is absent from most of the product lines.)
- Epic vs Apple, #AppleToo, and the restaurant at the end of the universe (In the decade since Steve Jobs passed away, Apple has become the company that they used to lampoon. The Epic Games vs. Apple Inc. case highlights this in the context of the App Store.)