You shall not make for yourself an idol, whether in the form of anything that is from Nokia, or that is from Dell, or that is from Acer.
You shall not bow down to them or worship them; for I the Steve your Jobs am a jealous Jobs, punishing children for the iniquity of parents, to the third and fourth generation of those who reject me …
Steve Jobs is pretty damn determined that everyone will bow down before his almighty benevolence and buy something from an Apple store. The original gadget from Apple was the iPod. Clinically elegant and with a wonderfully intuitive interface, with a growth path that kept everyone wanting the next one, until they produced the 160GB iPod. Very few people wanted to carry around more music than this, so they have now stopped bothering with the disk-based iPod “Classic” and are now on the same trajectory with the iPod Touch. But the MP3 player was already out there. It was functional rather than classy, but it was a big hit before Apple came on the scene. So he took the basic idea and “Appled” it.
Then he launched the highly desirable Macbook, a clinically elegant laptop that gave rise to the term “Mac Monk”. People who buy Apple computers can’t wait to tell you how wonderful they are. Over and over. For hours on end. But the Macbook was a highly successful implementation of something that was already there, they took the format of something successful and “Appled” it.
And if this was not enough, he created the iPhone and he saw it and it was good … enough. For all its clinical elegance, there’s no denying that there are phones out there that are much more functional, and although “everybody wants an iPhone”, they will probably want another phone that they can actually use and possibly have the iPhone stuffed and mounted in a tasteful arrangement so that they can look at it and stroke it. And once again, they “Appled” something that was already there.
But still it was not enough. And I think at this point, Steve Jobs has “jumped the shark”, creating yet another clinically elegant device that is better to look at than any possible use for it. Unfortunately, this is something that other manufacturers have tried and it has not won favour with the buying public. It’s too big to use as a phone or PDA, it’s too small to use as a laptop and it is something that no-one wants to buy.
Could it turn out that he’s not God after all, and just an overwrought self-publicist?