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Apple is taking it on the chin lately. Deservedly so. Although some of the pounding is from external sources (Tump’s not happy with Tim Cook apparently,) most of the blows are entirely self-inflicted. Among those critics is noted Apple pundit and podcaster, John Siracusa, who delivered a piece on how he sees Apple’s current predicament. His post, Apple Turnover, essentially says it’s time for a leadership change in the C-Suite. I think he’s correct and his post is worth a read. 

Nothing lasts forever, as Siracusa nicely sums it up. Change happens. Life goes on whether that change is planned, forced, or fumbled into; a sort of a reverse echo of Shakespeare’s funniest villain Malvolio telling us that “some are born great, some achieve greatness, and some have greatness thrust upon them.” His display of hubris comes before his comic comeuppance. Apple’s won’t yield as much comedy. 

Quoting from his piece: 

…the only truly mortal sin for Apple’s leadership is losing sight of the proper relationship between product virtue and financial success—and not just momentarily, but constitutionally, intransigently, for years. Sadly, I believe this has happened.

The preponderance of the evidence is undeniable. Too many times, in too many ways, over too many years, Apple has made decisions that do not make its products better, all in service of control, leverage, protection, profits—all in service of money.

You can certainly argue that Apple achieved greatness and now appears like it’s reached a critical juncture on many fronts, including falling behind in Artificial Intelligence and trying to ring every ounce of worth it can from every penny its users might be willing to pay for its goods and services. I won’t go into any detail on any of that here because whether it’s AI, App Store business practices, or developer relationships, it’s all been chronicled well enough for most of those paying attention to recite like a catechism. The question is, are the high priests in the C-Suite paying attention?

A few years ago I wrote a piece about how I thought Apple had built itself into a design trap. Here’s a quote from that piece: 

The larger and more precarious point with this tangent is that Apple’s rich design expectations, as powerful as they are, are also Apple’s Achilles heel. Great artists aren’t afraid to fail. Great product makers who use great art as a selling point need to tread more carefully to avoid the level of disappointment that can turn a legacy into a burden.

I think they’ve built themselves a similar sort of trap in their business model(s) that comes from the same sort of reliance on their legacy of success and the hubris that’s engendered. You can easily argue that Apple’s business prowess, akin to its design prowess have both yielded unparalleled results feeding each other and fueling the company’s growth. 

Joan Westenberg has an excellent piece called Apple’s Diet of Worms that touches on this. But to a certain extent it goes well beyond that. Apple is well known to take a long view, and by and large that’s paid off. They’ve been able to afford that long view historically, even though there have been grumblings along the way. However, I don’t believe Apple is dictating the terms or the timeline any longer. 

In the case of Artificial Intelligence, as an example, who knows how that is going to play out for any of the players currently on the field or yet to come. But you can’t deny how OpenAI has changed the pace of things or how Google, and everyone else, is trying to play catch up. The recent announcement that OpenAI was purchasing Jony Ive’s design company to collaborate on what looks like new hardware, coming chock-a-block on top of Google’s mostly AI IO conference announcements, certainly changed the conversation. But then again it might be all smoke and mirrors, no matter how anxious everyone seems to be for some kind of new gadget of the future. Personally, I still think much on this AI front is a race without a finishing line or even a destination beyond collecting data for dollars.

That said, Apple is in it, perhaps thrust into the fray or perhaps fumbling along. Regardless, in my opinion any future achievements are going to require leadership change at the top. 

You can find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above.