The death of Steve Jobs in 2011 sent the world into mourning for the loss of a great innovator. No longer would the world witness Apple’s enthusiastic CEO clad in his characteristic black turtleneck sweater and faded jeans extolling the virtues of a new product at its official launch. However, as United States President Barrack Obama pointed out, millions of people would learn of this sad news through a device designed by his company. This was testimony not just to his eye for innovation, but his ability to bring innovations to market and to turn a profit from these innovations. Indeed, Steve Jobs is remembered more for his presentations on stage rather than his time in a laboratory.

Steve Jobs, therefore, was able to develop unique products that were so innovative they did not need to compete on price. As a leader, he was able to inspire, but many observers of Apple wondered aloud if the company would survive without his inspiration.

In the years since, it has become clear that current leader, Tim Cook, lacks the vision and clout that his predecessor was famous for when it comes to big decisions. Recent product launches have failed to elicit the buzz we have come to expect from an Apple announcement.

‘Apple is at a disadvantage [compared to rivals such as Google and Samsung] because its disrupter has gone’, says journalist and author Tukari Iwatani Kane.

Sources say Cook likes to delegate, a contrast to Steve Jobs’ perfectionist style that saw him focus on every detail of the company’s products and marketing. With some recent product releases earning widespread criticism for software flaws, critics wonder if Jobs would have allowed the same mistakes to occur.

Cook also encourages his team to have a work–life balance — employees now take more holidays. Kane believes this is to the detriment of the company saying, ‘I think to continue to be the edgy company that drives innovation requires an intensity that’s just insane’.

QUESTION

Do you agree that an ‘edgy company that drives innovation requires an intensity that’s just insane’? Explain why you agree or disagree with this statement.