iQuit - An Apple with Steve Jobs and an Apple without him

There aren't many times when we can look back at a CEO and say honestly that they changed the world. Sure, there are many CEOs who have changed their companies, improved operations and maybe even lead to some pretty successful product launches, but Steve Jobs I believe is the manifestation of true success. Not only did he revitalise Apple, but he managed to influence and even create several markets, when most leaders struggle to even touch one. 

Regretfully, due to poor health Steve Jobs has made the hard decision to resign as CEO of Apple. This very event has sparked a mass amount of praise and respect for Steve Jobs from people of all shapes and sizes, even from those who do not spend all their time reading technology blogs and playing with their Apple products. Strangely, it has even opened the hearts of some of the infamous Apple haters. But it has also sparked massive debates between pundits, analysts and the like regarding Apple's future. Is Apple capable of maintaining its success without Steve Jobs and sustaining the growth that it has experienced in the last decade? Can Apple still excite people and remain, well you know...cool? Or on the flip side, will Apple fall in the same fatal path subsequent to Jobs' initial departure?

Well, let me just say that the Apple that we see today will by and large be the same shining red Apple that we'll be seeing for at least the next 5 years. With products and strategies most likely laid out for the coming years, it's hard to imagine any plateauing in growth or anything that we wouldn't expect of the Steve Jobs Apple that we're well and truly accustomed to today. Tim Cook has assumed the role of CEO in the past during the events of Steve Jobs' health bouts, so it's safe to say that he's already well-versed in the operations and procedures of the captain's seat. Steve Jobs' resignation was simply reiterating in ink what was already written in pencil for Tim Cook. 

However, when the day comes that Steve Jobs actually isn't there, we definitely won't be speaking of Apple with this same assurance. It's not a bad time to start forecasting an Apple without Steve Jobs.

Allow me to just answer one budding question that has been foolishly debated - can Apple be the same without Steve Jobs? No. It is foolish to believe that Apple can remain the same without Steve, thus why the need for Steve? If his vision, his achievements, and his capabilities can and could have all been entirely replicated by someone else, Steve would have been a useless leader. Steve Jobs' became CEO of Apple because he had capabilities that no one else in the company had, thus his absence will leave a hole in the company's core. Steve Jobs leaves behind some enormous shoes that even a person of Tim Cook's calibre will have feet too small.

To me, Tim Cook has always felt like an emergency as opposed to a permanent solution. He would come in and keep the big boat afloat while Steve Jobs was away, and then Steve would come back and really propel the cruiser forward. The perceived permanence of this week's decision tells us that Steve probably won't be coming back to the helm, which only leaves me with an uneasy feeling regarding Apple's future under Tim Cook. There's just this little something that tells me that Cook is more of a numbers guy, a negotiator, or an operational guy as opposed to a creative and idea driven guy. Steve Jobs managed to create an unprecedented culture of innovation within his company, and if Cook is driven by entirely different motives it will only destroy the morale within Apple that has taken it to such peaks of success.

So how will Apple change? It's a big question with a big many answers. Perhaps it is only fitting to look back at the things that add up to what simply can't put any better than unprecedented genius.

This is quite a cliché statement but I'm going to repeat it because I believe it's one of the most monumental things that Steve Jobs will be taking away with him - his vision. I've always gone by one of my own sayings that vision is what separates those that make a profit from those that make an impact, and I can't think of a better illustration of this very idea than Steve Jobs. Sure, we can all be like Samsung and make multitudes of phones without thought and make a truck-load of money and earn market share, but will we look back on the age of smartphones and say that Samsung made a difference? I'll be damned. Steve Jobs didn't just sell his products, he sold his vision and that has made all the difference. 

Jobs has the uncanny ability to think ahead of the times and almost design the future like an architect, and then be willing to bet big on it. I'm sure we can all remember the semi-transparent iMac without the floppy drive which was insane at the time. In spite of that, this omission propelled Apple into the future of compact discs. More recently, the iPhone without a keyboard was laughed off by Steve Ballmer as being unsuitable for businessmen, it has proven a revelation. And the download-only Mac OS X Lion is only the very start of a rising era.  

Having said this, there's probably no greater exemplification of Steve Jobs' incredible forward thinking than the originality of the iPad. There are few people in this world who can look at people, live their lives and find the holes in which ideas and potential products could fit in. Whilst everyone else endlessly filled the vacancies with compromises, Jobs saw through this and without an inkling of market research he dreamt the iPad purely through the roots of his own creativity. Competitors are having a hard time fighting against the iPad because they're pursuing a vision that is not their own, but that of Steve Jobs, which is one they're not entirely sure of. If we look back in time at the most innovative and inspirational leaders and entrepreneurs, most did not believe in the 'effectiveness' of market research. Akio Morita, the co-founder of Sony Corp. famously said 'Carefully watch how people live, get an intuitive sense of what they might want and then go with it. Don't do market research.' The man created the Walkman which revolutionised our lifestyles and the music industry purely through intuition. Market research only tells us what people are buying, but not necessarily what they want, and Steve Jobs knew this. 

Oh yeah - did someone say Apple keynote without Steve? Not sure, because I can't imagine one. I simply can't imagine a keynote without Jobs up on stage in his trademark black turtleneck and junners with such subtle child-like excitement, love, and admiration for his own products. Who's going to be up there to say 'it's magical' or 'it's just fantastic' or 'one more thing'. Jobs' is a natural salesman. I could probably write a couple of thousand words on Steve Jobs' capabilities as a salesman, someone more intelligent could probably write a thesis, heck people have written books on how to be insanely great at speaking and persuading like Steve Jobs. Jobs' keynotes weren't him telling us features and specs that we could read ourselves, it wasn't him playing the commonplace PR game, nor was it him attempting to excite us over dreams he may or may not deliver. He spoke of the things that mattered to us at the most primal level - the magic of a product, how it changes 'everything' and he spoke about how things were beautiful and amazing without sounding like he fell out of a rainbow. We can only wait and see whether Tim Cook has charisma enough to get people waiting overnight in lines to get their hands on the next iPhone or the next iPad, or even the next Mac. 

So now what? What will happen to Apple? From where I stand, I have no doubt that Apple will continue to be successful for the next coming years, or even a few years after Steve Jobs takes the last step away from the company. But I hate to say that there will come a time when without a visionary like Steve Jobs at the helm or in the higher ranks, the company will stagnate when it comes that time for a revolutionary idea to keep the company in the limelight. That doesn't mean that the company will stop being successful, it simply means that the company will cease to become highly influential. 

Do all good things come to an end? Maybe. Unfortunately for Apple it seems that they've reached peaks so high that the only way for them to go is down. It's hard to imagine a visionary beyond Steve Jobs' calibre. With the culture that Apple have established within their company they're sure to find and attract talent but I doubt, I highly doubt we will find someone so talented in so many ways as Steve Jobs. Let me tell you now, Tim Cook is probably not going to cut it. It will be interesting to watch Apple's Steve-less evolution churn out. What's important for the people at Apple isn't to keep thinking 'what would Steve do?' Following a vision that is not your own is always, always second to following your own. In spite of everything I have confidence that Apple will be able to find someone who isn't quite Steve Jobs, but is just like him in a completely different way.