Apple After Jobs: Pretty Much The Same As Ever

[Turk.]

By FARHAD MANJOO March 20, 2014, 9:18 PM
You could be forgiven, after reading ?Haunted Empire: Apple After Steve Jobs,? for concluding that Apple is on the verge of going belly up. In the new book by Yukari I. Kane, a former reporter for The Wall Street Journal, the company is depicted as having radically declined after the death of its former impresario.

Under Timothy D. Cook, who took over as chief executive shortly before Steve Jobs died in October 2011, Apple ?teeters at the edge of a reckoning,? Ms. Kane writes. Its executives, she adds, ?cannot find their own way forward. They are tired. They are uncertain. The well of ingenuity has run dry.?

After the book?s release earlier this week, Mr. Cook said in a statement that it was ?nonsense.?

He?s right.

There are two ways to assess how well Apple has done under Mr. Cook. You could look at its financial performance, which is boring but immensely instructive. Or you could do as Ms. Kane does and instead sift through all the noise and commentary surrounding the company ? observers? assessments of its shifting corporate culture, of its executives? temperaments during product-launch events, or the fact that such arbiters of taste as Mitch Albom, the author of ?Tuesdays With Morrie,? no longer care for Apple?s advertising.

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This is article is a response to What Apple's Future Hold w/o J. Job so Apple fans can be happy now :)