When Apple created iTunes, they didn't have to acquire a company to execute on their vision. Apple Music was truly the first step the company made into streaming music with a subscription model, but the acquisition was truly a departure from Apple's do-it-yourself strategy of product, software, and service design. This is still one of the largest acquisitions ever made by the company, and it ultimately lead to the release of Apple Music. This all changed when their Apple Music subscription service launched, and the company decided to ignore the brilliant simplicity of the iPod. While the iOS developers certainly tinkered with the iPod app over time, it let users pick how they wanted to navigate their music and video collections with moveable buttons on the bottom of the screen. iPhone had an iPod app built in, and it brought over a lot of the functionality of the preceding smash hit product. When iPhone launched, Jobs even described the product as one part iPod. What Apple got right with iPod highlights a lot of what they did right under the leadership of Steve Jobs as the product was easy to use and featured an elegant way to navigate through thousands of songs and organize them how you liked. There were plenty of competitors already on the market when Apple began shipping the device in 2001. Like many of the products Apple has released over time, the company didn't invent MP3 players. Throwing away the simple genius of iPodĪpple has had many near-death experiences in its 45 years of existence, and it is safe to say that the iPod saved the company back when it launched 20 years ago this month. Apple has moved from being an underdog driving innovation and risk-taking in the late 90s and 2000s to a company focused on iteration and maintaining market share today. This article is not meant to disparage the hard work of Tim Cook and his team at Apple, but will instead highlight several moments over the past decade when the company deviated from the path Steve Jobs laid for them. The company is not the same, and has ignored many of their core values in my opinion. While many customers may not notice any difference, Apple has lost the keen attention to detail that Steve Jobs held in such regard in his time at the company he founded.

Ten years after he passed away, the company has spent hundreds of billions of dollars buying back their own stock, and billions more chasing cool with the Beats acquisition and the advent of Apple TV+. It's not why any of our customers buy our products.' It's not what makes you come to work in the morning. In one of his last public interviews at D8 in 2010, the Apple CEO said that the massive financial success of the company (which had just surpassed Microsoft's market capitalization at the time of the conversation) 'doesn't matter very much. is the largest company on the planet with massive revenues and earnings to boot. Today marks ten years since Apple Cofounder Steve Jobs passed away after a prolonged battle with cancer, and the company that started in his parents' garage is now valued at over $2 trillion.

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