Apple needs Steve Jobs. Without it, a mess has been made, over which no one rules

Steve Jobs founded Apple together with Wozniak in 1976. In 1985 he was forced to leave his own company. He returned in 1996, however, to get Apple out of trouble in which the company found himself in his absence. When I look at Apple's offer today, I get the impression that in 2019 the colossus again needs to return Jobs.

In 1996, Apple bought Next - a new company from Jobs. And that's how Steve was brought back to the company again. This is a simplified story, of course, and I refer to the book "Being like Steve Jobs", which Leander Kahney wrote, and above all the biography of the pen by Walter Isaacson.

In the first of these books we find a quote that shows the situation in which the company was when she had to stand on her head to get Job's back together:

When I sat in an armchair, I saw a thousand and one products - said later Jobs. - Something amazing. I began to ask, why do they recommend 3400 instead of 4400? When is it worth changing to 6,500, but not 7,300? After three weeks, I could not find the answer myself. And since I could not, what would our clients say?

Today, the mess is not smaller. Customers do not know what to buy

How do I know that customers do not know what to buy? Because I'm a client myself. Recently I exchanged an iPad and an iPhone, which was an opportunity to talk with sellers at Apple Premium Resellers. They also sometimes do not know what to recommend - this is a mess.

Let's say that we want to buy a MacBook. We go to the Apple website and see that it is MacBook, MacBook Air, MacBook Pro (with or without Touch Bar). Which one to buy? It is known that Pro is the best and the most expensive. But an ordinary MacBook? Why is he still on offer? Who needs it?

You could say that a regular MacBook made sense when the previous generation of MacBook Air was left alive. Those computers were cheap and had an old design. The MacBook was a viable alternative to Aira when someone needed a small and light computer, but he wanted a modern design.

Today? Today, an ordinary MacBook does not make sense.

We're going further. We look at the offer of iPhones

Officially, Apple does not sell the iPhone X anymore, but unofficially it still does - the equipment is available in electromachines, Amazon and Premium Resellers. And with the iPhone X there is such a problem that this model is very biting with the iPhone XR .

On the one hand, the XR has a better camera, because the newest one is the most-new at all, but on the other hand X has a double lens. On the one hand, XR has a better screen, because the larger one, but on the other hand X has OLED-a higher resolution. On the one hand, XR has newer components (better processor, faster Face ID, etc.), but X costs more. So where does the client know and understand, which of these models should he buy?

With this dilemma, even retailers at Apple's Premium Resellers can not cope. You can feel that they are not sure about what they recommend when the conversation goes down to the differences between the models.

Another example: iPads

There is a nice signon here at all. The latest Pro iPads have a modern design, are loaded via a USB C connector and work with the Apple Pencil 2 pen. Next to them are the iPad, iPad Air and iPad mini - each of them loads differently from Pro, works with a different stylus and has a different housing type from Pro.

If a client buys a great Pro 12.9 "iPad for work, and will want a small and handy iPad mini, for example to read and browse the Internet, ... he will have to walk with two different styluses and two different chargers (or other cables to charging). This is not normal. This is sick.

Do you know what the owner of the new iPad Air needs to buy on the Smart Connector keyboard? It's obvious - he needs to buy an iPad Pro keyboard. But not for this new iPad Pro. To the old one, which is no longer on offer. Logical, right?

You need someone who will clean up after Tim Cook because it turned out that the new Apple boss is a terrible mess.



Apple needs Steve Jobs. Without it, a mess has been made, over which no one rules

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