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In the decade of the departure of “Jobs” .. Has “Apple” stopped innovating?

San Francisco (AFP) – Ten years after the death of Steve Jobs, “Apple” has turned into a sprawling economic system with multiple devices and services, and is worth more than any other company in the world, but it has lost its aura as a laboratory for “revolutionary” innovations, as its founder’s most admirers admit. famous.
There are many comments on Twitter that express disappointment, especially when the group’s CEO since August 2011, Tim Cook, has announced new products, for example, that “Cook is not Steve Jobs” and “Apple no longer innovates” and “Steve Jobs turns in his grave” ».
In fact, Apple is still ostensibly following the style of Steve Jobs, who died on October 5, 2011, in terms of suspense and amplification.
Tim Cook and his team still show the same enthusiasm and exaggerate when announcing anything new, whether it’s technical improvements, a more advanced range of iPhone devices, a streaming service, or even a new color for their products.
But Apple, in the absence of Steve Jobs, “has lost its ability to launch products that could revolutionize the market,” independent analyst Rob Enderle noted. “It has become a financial company, a well-functioning machine that has mastered ‘maximizing’ its loyal consumers,” he added.
The company, which started from a garage in Silicon Valley in 1976, has changed the daily lives of hundreds of millions of people through computers and other devices it produces, including the iPod (2001) and especially the iPhone (2007).
Steve Jobs, who was a visionary of a revolution in the field of informatics, created twice, the first in the eighties of the twentieth century, represented in the creation of graphic interfaces that constitute a means of communication between machines and humans, and the second made the Internet accessible to everyone through the smartphone. Since then, Apple has introduced the Apple Watch connected to the market.

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When is the third revolution?
Analyst Carolina Milanesi reminded that “the measure of Apple has always been innovation”, and considered it “an important matter, but there are other criteria, such as the company’s ability to develop itself.”
Indeed, the Cupertino, California-based group has been able to achieve diversity by adding a number of services carefully integrated into its devices, such as music, payment, video, games, sports lessons, and more.
An expert in Creative Strategies said that Apple today “has more than ever the ingredients that allow it to attract and retain new users.”
Steve Jobs would have adopted only this strategy; He sought to simplify and control the consumer experience from the ground up, according to his biography by Walter Isaacson.
Although Apple has not achieved any digital revolution in the last decade, as is the case for other companies, the stature of this group that takes the apple as a symbol is still large, which puts pressure on Tim Cook.
However, a number of analysts believed that the giant company never stopped inventing.
“Innovation happens from within the company, even though it can resort to acquisitions,” Dan Ives said. He added, “This is part of her identity, and Steve Jobs would have been proud of that.” He referred especially in this context to the development of the “M1” chip, which was used in some new devices instead of the chips produced by “Intel”.
Ives predicted that “the iPhone will remain for years the heart and lungs of Apple’s growth,” but he indicated that innovations will be introduced, including “Apple” glasses for virtual and augmented reality, and the “Apple” car in 2024.

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3 trillion dollars soon
For Tim Cook’s methods, however, magic fell on Wall Street, as the value of the “Apple” brand rose from about $ 350 billion ten years ago to $ 2358 billion in early October 2021. Nine months,” downplaying some adverse circumstances.
The global shortage of microchips has not significantly affected the company’s ability to meet demand. As for Apple’s political concessions on privacy in China, critics are most concerned.
The group has also so far been relatively spared on the competition law front, compared to Google and Facebook, which face lawsuits over abuse of dominant position.
Even a US judge recently acquitted Apple of many of the anti-monopoly charges brought against it by the video game company, Epic Games.
On this issue, as in the fight against child pornography that NGOs denounce, Tim Cook makes marginal concessions, in a very different way from his predecessor’s stormy approach.
And Carolina Milanesi said, “Steve Jobs’ style would not have worked in the last ten years,” referring to his difficult personality.
“In my opinion, Tim Cook is more appropriate as president of the company at this point,” she said.

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