Much had been said about how Apple will fare after the death of co-founder and CEO Steve Jobs. With the new iPhone speculated to be announced on September 7, Apple’s current CEO Tim Cook seems to have fared well in the post-Jobs era, even though failing on some accounts. Steve Jobs as a CEO was known to be a notorious perfectionist. Five years ago on August 2011, Jobs, owing to his ill health, reluctantly stepped down as the CEO and handed over the reins to then COO Tim Cook. At the time when Jobs died, Apple was worth $ 350 billion and now it is well past the half a trillion dollar mark. When it comes to iPhones, it can be said Steve Jobs took bigger risks to introduce a single new product packed with innovations, Cook has focussed on building on earlier success. Jobs idea was to build vertically while Cook’s has been horizontal. When Cook took over the reins after Jobs’ death, Apple had produced a single iPhone and one iPad. There were varieties only in the iPod and some in the laptops and desktops. But when it came to iPhone, Cook started with the iPhone 5C has and offered consumers a wider range of iPhone choices. Apple has sent out media invites for an event scheduled on September 7, 2016, where it will likely announce the iPhone 7 and 7S with better camera functionality and better hardware while the design will probably be the same as iPhone 6 and 6S.
Currently, there are three models Apple has on offer – iPhone 6s, 6s Plus and SE, before the speculated announcement next month. The range is not just on the iPhone but also on the iPad there are four variants in different sizes which range in different sizes – iPad Pro 12.9, iPad Mini 2 and others. When it comes to the innovations in the operating system department, Cook has taken measures to innovate development kits from all sources possible, which was not the case in the Jobs era. The development kits range from photos, maps, Cloud among many. Steve Jobs treated program codes of the company very discreetly and secretly. Cook, in turn, has given access to Apple ecosystem to developers so that they can build for them. There is no block in the iOS ecosystem. When Cook launched the iPhone 5 it was an impressive update with a faster processor, a larger and brighter display and LTE networking support. It was much thinner than the earlier versions.
When Cook launched the iPhone 6, it was a large phone. It was much larger than Steve Job’s ‘perfect size’ of 3.5 inches. The biggest misfire that happened, which broke the iPhone 6 was the iOS 8.0.1 update. It was especially disastrous because it broke the image of an iPhone of ‘it just works’. Then Siri which was one of a kind concept got overtaken by Microsoft’s Cortana and Google Now. Apple infamously made mistakes with iOS 6’s built-in Maps feature, for which Tim Cook had to publish a public apology letter. The only place where the iPhone lacked was that with the advancement of other tech companies, it missed out on a good story describing why the phone better than its earlier version or any other smartphone in the market. While the iPhone 4 had Retina Display, with which it improved upon the display resolution, the 4S had Siri the voice activated assistant. Both of these attracted worldwide attention and captured the imagination of consumers.
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The new iPhones didn’t have a comparable sales pitch and it is not surprising after Job’s death. The biggest strength in the previous versions was that Jobs understood the fact that people did not really understand specifications but would rather know what they can do with the hardware. His products were dramatically more useful, as he gave great terms for the products even if there weren’t many. But Tim Cook, on the other hand, has packed powerful hardware with lower prices, as seen with the iPhone 5 and iPhone 6. But he doesn’t have a story to tell. Apple has smart engineers, so like the previous versions, it can be expected that iPhone 7 will also prove to be a good product and will be bought by Apple lovers. It remains to be seen if even with the profits, will Apple turn out to be like any other tech company or will it provide more vision to its products rather than just introducing cheaper and faster hardware.