Today, 13 years ago, Steve Jobs left us. Everything Apple has changed since then (and everything it has kept)

On this day, but in 2011, Steve Paul Jobs, co-founder of Apple and CEO of the company until a few months before, died. The news reached us in USA that would already be our October 6th, but technically and officially today is October 5th when 13 years without one of the most brilliant minds in recent history. A genius if there ever was one, even if he has a strong and controversial character, it must be said.

If we take a look at the company that Jobs co-founded and led, we can see how Apple is not the same in almost everything. For better or for worse, depending on the data and the opinion of the interpreter. But very different in any case and for example a button. Or rather these examples.

Apple tripled its turnover

If it is true that Apple has already experienced a very positive upward trend in terms of revenue, there is no other choice than to recognize the good work of Tim Cook, who beyond maintaining this positive trend has managed to make 2023 the last closed financial year. by Apple, get growth of 71.82% compared to last year Jobs at the head of Apple (even if it should be remembered that part of 2011, since August, Cook was already in charge).

The fact is that in over a decade, Apple has barely reduced its revenue year over year three times, from 2015 to 2016 with a 7.9% decline, from 2018 to 2019 with a decrease of 1.9% and from 2022. until 2023 with a reduction of 2.7%. On the other hand, it has experienced more than notable increases like that experienced after the pandemic, since from 2020 to 2021 revenues increased by 24.9%.

More well-being products and services: the cook’s keys

If we stop our eyes at the very moment when Steve Jobs left this world and compare it with the immediately present moment, we find a very big difference in products and services that Apple has.

As our colleague Javier Lacort already analyzed, the Apple catalog has undergone a metamorphosis in every direction. Somewhat consistent with all of the above, which is stop being a “niche” brand to cover a broad commercial target. It’s not that the Apple of 2011 was unknown, but it was more than obvious that its priority was to offer unique products in each range or with very subtle differences.

The key to success also comes largely from huge increase in revenue with services. As Apple introduced more, revenue records in this area were shattered. Of the total, they already represent around 25%, still far from the 50% of the iPhone, but already well established as the second fundamental pillar of the company’s coffers.

Less “WOW” and more “Cling-Cling”

It is precisely thanks to all of the above that there is something that can be seen very clearly. It’s not that under Steve Jobs, Apple didn’t make money or that Tim Cook didn’t come up with great innovations. However, it is obvious how In the era of Tim Cook, there is more commitment to increasing revenues. It’s not bad. After all, that’s the goal of every business.

However, for Apple’s most die-hard fans, surprises are lacking, especially lately. Although it is true that this section alone would be sufficient for in-depth theses, we can see in broad outline how, in the era of Jobs, devices appeared that would change the course of business forever ( iPod, iPhone and iPad).

Tim Cook, for his part, prioritizes market diversification and products for all tastes and budgets. Not literally, but at least in a much closer way. The iPhone itself is a good example of this, because previously anyone who wanted an iPhone had to spend whatever the price of the single model released. With Cook, we now have a range of 940 dollars difference between the cheapest iPhone (the ‘SE’) and the most expensive (the 16 Pro Max). From 529 dollars to 1,469 dollars including the intermediate options of the current and previous generations.

Likewise, it is not advisable to neglect the new product lines of the Cook era, having AirPods and Apple Watch as big milestones. It’s not for nothing that both lead their respective sectors in terms of sales. The Apple Vision Pro, for the moment, remains behind, because despite its spectacular nature, it is ultimately a product with a different orientation and which is waiting to establish itself.

An ecosystem increasingly open in all directions

Whether by legal imperative, as is recently the case in Europe, or by motu proprio, Cook’s apple is much more open than Jobs’ apple. This is something that applies to communication of your devices with those of other brandsas may be the case with the AirTag or how permissive they have become with the user.

And opening up in all directions is also the customization options offered by your systems and especially iOS. While with Jobs they opted for skeuomorphism in icon design and allowed them to change their order and nothing else, since his death they have moved towards neuformism and even allowed them to change the color icons. A real sacrilege for Jobs’ philosophy, according to some.

Today’s Apple still has plenty of jobs

Weigh in all, Apple continues to retain part of the essence of Jobs. These are just a few examples of how Steve’s philosophy is still present in the company after over a decade.

• Minimalist designfrom the simple box of an iPhone to the design of its most popular products. Even if Jobs’ idea is not followed so strictly in all cases, the new iPhone 16 button is the best proof, given that the co-founder opted for an idea with fewer buttons, the better.
• Nothing exists until Apple confirms it. While in other companies it is common to see how they announce the presentation of a product by showing part of it or at least confirming that they will present it, Apple remains faithful to its tradition of revealing absolutely nothing about it. what she will present at her events. Despite the fact that there is some evidence, such as the fact that new iPhones are being announced during September events.
• Apple Park is a reincarnation of Jobswho, with Jony Ive, designed the futuristic headquarters that Apple inaugurated in 2017. Minimalism and consistency with the designs made by the company were Jobs’ obsession. The event theater also bears his name.
• “What is mine is mine and mine alone” This is something that could well apply to the way Apple develops its hardware and software. Despite this opening to third parties and allowing more and more options to the user, the company continues to give priority to providing its own operating systems and key components such as the processor. And far from wanting to license them to third parties or adapt theirs to yours, you move closer to directing all the processes. See the Mac processors, which left Intel four years ago to switch to their own or the objective of developing their own 5G modems so as not to depend on Qualcomm.
• User experience is above all and although Apple has been forced to open up in some points of the European Union with elements such as alternative application stores, the truth is that it is fighting to ensure that a smooth user experience prevails in its systems and, above all, private regarding the use of personal data.

So we see that at the end of the day, Apple is Apple. With Jobs and with Cook. Two very different ways of leading and which in no way prove that one is better than the other. Ultimately, it’s all opinion and while for many everything was always better in the past, there are those who see Cook as another type of visionary more established in revenue. Either way, both are part of Apple history and Jobs is not only remembered now, but always will be.

To conclude, here is how Tim Cook remembered Steve Jobs on the very day he died.

“Apple has lost a visionary and creative genius, and the world has lost an extraordinary human being. Those of us who were lucky enough to know and work with Steve have lost a dear friend and an inspiring mentor. Steve leaves behind him Yes, a company that only he could have built, and his spirit will always be the foundation of Apple.”

Cover image | Generated with AI

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