Broadly speaking, Alphabet, Amazon, Apple, Meta, Microsoft, Nvidia, and Tesla are all “technology” companies. Looking more specifically, though, each company occupies fundamentally different categories of tech. Apple is a consumer computing hardware manufacturer. Its primary products are smartphones, laptops, desktop computers, and tablets. Other products that it makes, including the so-called “services,” are primarily accessories to or supportive of their consumer computing hardware: e.g., App Store, Apple Music, and iCloud. Apple’s specific product focus has remained unchanged since its founding as “Apple Computer Company.”

Meta has tried to pivot to the so-called “metaverse,” symbolically renaming the whole company from “Facebook” and continuing to pour $billions every year into the effort, yet with not much more return on investment than Apple’s own “spatial computing”, i.e., Vision Pro. And now Meta is trying to pivot to A.I., pouring a ton of money into that too, but with nothing much to show for it. We’re supposed to be impressed by Meta poaching individual Apple engineers with nine-figure pay packages, which in one sense is impressive, just not impressive in the sense of paying off for Meta. Perhaps it will pay off for Meta in the future. Or perhaps not. Meanwhile, Meta is still practically printing money at its old, core business: selling ads on social media

Jobs did not just make tech products willy-nilly, for no other reason than to maximize profit and stockholder returns. He was always focused specifically on consumer computing devices and platforms. That’s what he cared about, and where his experienced rested. When Jobs left Apple in the 1980s, what did he do? Again, he created a new personal computing platform, NeXT, a combination of hardware and operating system, just like the Apple II, Lisa, and Macintosh that came before. Jobs was innovating… on a theme, almost like a classical composer. Jobs was eventually able to return to Apple and become CEO precisely because Jobs made what Apple needed: a personal computer operating system, NeXTSTEP, which became Mac OS X.

It’s instructive to recall that the iPod, Apple’s second hit product under CEO Jobs after the iMac, was not only a consumer electronics device but also originally an accessory to the Mac.

I feel that McGee and other critics of Tim Cook fallaciously lump Apple in with other tech companies that are not Apple competitors. Tesla is not an Apple competitor. Neither are Nvidia or Meta, or for that matter, Amazon. You have to ask what makes Amazon a “tech” company. Amazon is primarily a retailer of physical goods. It sells those goods over the internet, which was novel in the 1990s but unremarkable today. I can order food online, but that doesn’t make the restaurant a tech company. If any product qualifies Amazon for the label, I’d say it would be Amazon Web Services. This is a business product, though, not a consumer product.

Why are we comparing Apple to Meta and Nvidia rather than to Samsung and Xiaomi on mobile, Lenovo and HP on desktop? Perhaps those markets have become saturated and don’t provide as much room for growth as other potential markets. So what? I get the impression that commentators complaining about Tim Cook’s lack of innovation simply want “growth,” unlimited growth, without any purpose behind that growth, technology without the intersection of the liberal arts, to use a metaphor from Steve Jobs, who always had a purpose, his innovation always oriented toward consumer computing hardware

Who decided these features should go in the WWDC keynote, with a promise they’d arrive in the coming year, when, at the time, they were in such an unfinished state they could not be demoed to the media even in a controlled environment? Three months later, who decided Apple should double down and advertise these features in a TV commercial, and promote them as a selling point of the iPhone 16 lineup — not just any products, but the very crown jewels of the company and the envy of the entire industry — when those features still remained in such an unfinished or perhaps even downright non-functional state that they still could not be demoed to the press? Not just couldn’t be shipped as beta software. Not just couldn’t be used by members of the press in a hands-on experience, but could not even be shown to work by Apple employees on Apple-controlled devices in an Apple-controlled environment? But yet they advertised them in a commercial for the iPhone 16, when it turns out they won’t ship, in the best case scenario, until months after the iPhone 17 lineup is unveiled?

“Can anyone tell me what MobileMe is supposed to do?” Having received a satisfactory answer, he continued, “So why the fuck doesn’t it do that?” For the next half-hour Jobs berated the group. “You’ve tarnished Apple’s reputation,” he told them. “You should hate each other for having let each other down.” The public humiliation particularly infuriated Jobs. Walt Mossberg, the influential Wall Street Journal gadget columnist, had panned MobileMe. “Mossberg, our friend, is no longer writing good things about us,” Jobs said. On the spot, Jobs named a new executive to run the group. Tim Cook should have already held a meeting like that to address and rectify this Siri and Apple Intelligence debacle. If such a meeting hasn’t yet occurred or doesn’t happen soon, then, I fear, that’s all she wrote. The ride is over. When mediocrity, excuses, and bullshit take root, they take over. A culture of excellence, accountability, and integrity cannot abide the acceptance of any of those things, and will quickly collapse upon itself with the acceptance of all three.