Jobs goes: can Apple take the NeXTstep

In the book “Insanely Great”, which tells the story of how the Apple Mac was created, Steve Jobs comes across as a driven character, perfectionist, whose attention to detail almost gave the whole of the Mac project team a nervous breakdown.

Jobs first milestone was with Apple co-Founder, Steve Wozniak, launching the Apple II, which arguably defined the home computing era in the late 1970s. In 1984, he launched the Mac, hired and was subsequently fired by John Sculley, then  went on to form NeXT and Pixar, before storming back to Apple in the 1990s with the iMac, and the iPhone and the iPad  most recently.

Looking at Apple’s history Tim Cook is in the unenviable position of stepping into Jobs’ shoes as the new CEO of Apple, Apple’s customers and its board will want more of the “Jobs genius”, and there will inevitably be comparisons.

Unlike Microsoft – when Bill Gates stepped down and was replaced by industry veteran Ray Ozzie – Tim Cook will have to prove he can steer the Apple ship into new areas of innovation.

In particular, businesses will be eager to see how Apple addresses the corporate market, an area Apple has scorned since the success of the iPhone and iPads. But with more staff bringing these devices into work, perhaps it is time for Apple to rethink how it approaches professional users.

 

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