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What's Apple achieved since Steve Jobs died? Er, quite a lot

Craig Grannell | Oct. 7, 2013
Apple can't innovate any more? The evidence suggests otherwise

3. iPad mini
Steve Jobs famously said the company would never sell a seven-inch tablet. Then again, he also argued people were done reading books not long before iBooks appeared, so his outburst should probably be taken with a pinch of salt.

Still, post-Jobs, Apple made a mini-me for the iPad, the tablet that revolutionised an industry. It was far too expensive, argued many pundits; it'd never sell. Except then it did - by the truckload.

Jobs once slammed small tablets. Apple later released the hugely successful iPad mini

4. Mac Pro
With Jobs at Apple's helm, there were question marks over the company's dedication to the pro market. Tim Cook shattered such illusions, responding to a concerned Apple user via an email he knew full well would leak like a garden hose attacked by an army of hedgehogs: Apple was "working on something really great" for pros, and it would arrive in 2013.

At WWDC 2013, the new Mac Pro was revealed, Apple's Phil Schiller grumbling "Can't innovate anymore, my ass" as the futuristic all-black desktop unit elicited gasps and cheers.

5. Charitable donations
Under Steve Jobs's watch, Apple wasn't exactly known for charitable excess, although his widow, Laurene Powell Jobs, earlier this year said the Jobs family gave substantial contributions in secret, to amplify the work of others rather than attaching their names to things. But now Tim Cook's in the CEO hot-seat, things have changed, and Apple now more publicly gives to charity, including matching employee donations of up to $10,000.

6. Personnel changes
Brain-drain is perhaps Apple's biggest threat in a post-Steve Jobs world, along with recognising (or not) talent and using it most appropriately (or not). This has been one of the rockier aspects of Apple over the past two years.

Former Dixons CEO John Browett was hired to head up Apple's retail operation, to the astonishment of anyone who'd ever set foot in a Dixons store. A few months later, he was dispatched in a press statement. Also gone: Scott Forstall, largely responsible for the success of iOS, but reportedly someone who very much rubbed people up the wrong way.

Along with showing a ruthless streak when it came to staff, Cook has been savvy too: tech genius Bob Mansfield was encouraged to stay on, Craig Federighi and his hair were placed in command of both OS X and iOS, and Jony Ive was given leadership over all aspects of Apple's human interface work. In theory, this should make for a less volatile Apple behind the scenes, and more unified output across hardware and software.

Sorry, that should have read Sir Jony Ive


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