Tim Cook is setting Apple up for its next big hit and he isn’t getting the credit he deserves


Even under Jobs, the company spent many years developing new products. Truly major launches only ever happened every several years, with iterations between. It routinely showed up “late” to markets, only to reinvent them. Or it would skip entire product fads—remember netbooks?—and look brilliant when they declined.

Let’s retrace: Jobs re-took control of Apple in early 1997. The first iMac debuted quickly, a year later. But the first iPod didn’t launch until 2001, long after the first MP3 players. The first iPhone took six years after that, years after Palm’s Treo and Nokia’s Symbian phones had millions of users. Then three more years before the iPad, which Jobs unveiled after Microsoft’s then-CEO Steve Ballmer had previewed HP “slate” computers at the CES tech fair. But in each case, Apple’s eventual launch completely changed its industry.

Dear tech blogger and analyst, read the preceding paragraphs and let that stew in your brain for a while before writing another pointless post about Apple not giving you the shinny new something your childish brain craves.


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