I’m an Apple guy. I write this on my Mac Pro using Apple’s Pages word processor, my laptop is a MacBook Pro. I run my music library from another MacBook Pro. I have an AppleTV and an iPad. My wife uses an iMac. We both have iPhones. 

In 2002, I decided I had enough of the unreliability of Windows and I switched back to using Macs. For years I followed the company. I read blogs and magazines about Apple. I read or listened to announcements they made. Watched the keynote speeches from MacWorld and the Word Wide Developers Conference. These were all full of excitement and hope. Hope for products that made my life better. I was fully immersed in Steve Jobs’ reality distortion field. 

Because of that, and despite being expected, Jobs’ death affected me personally much more than I thought it would. It felt almost like loosing a friend. From an emotional point of view, I very much wanted to believe that the processes he put in place and the Apple University would continue his legacy of a company that inspires, that develop great products and is a great innovator. From a rational point of view, I knew this would not happen...

Yukari Iwatani Kane’s book Haunted Empire is an excellent review on what has gone on at Apple after Jobs’ death. How the company lost its mojo. How the company’s eternal “patting itself on the back” as a marketing stunt does not work when it cannot innovate anymore. She manages to explain why I do not longer follow blogs and media who write about Apple. Why I don’t care anymore about the keynotes. Why the company is not longer an inspiration. 

Tim Cook’s reaction to the book is also telling. He says "This nonsense belongs with some of the other books I've read about Apple," Cook said. "It fails to capture Apple, Steve, or anyone else in the company.”

However reality tells a different story. No innovation since Jobs died, no new products, just refinements, declining profits, declining market share and declining share price. In fact, the company’s recent accelerated share buy-back program is another warning sign - companies who cannot pump up their share price with great products and innovation anymore, resort to the old supply and demand rule.

It turns out that Tim Cook lives in another reality distortion field; an internally focused reality distortion field that prevent him to see Apple’s position in the marketplace as it is. He appear to truly think that product refinements and improvements are the same as innovation, and, of course, it is not. 


AuthorPer Sjofors