Steve Jobs

Steve Jobs explained the mistakes of Apple before his return: Tim Cook should be attentive

The last few months have been particularly unusual for Apple, a company that has even received criticism from his most fervent supporters after the launch of the MacBook Pro. There are many strange decisions that Apple is taking in recent times, and the negative narrative about their Macs does not help.

The analysis of the situation are many and varied, but what is certain is that emerging multitude of analogies between the current situation and the one that led Apple to lose direction more than two decades ago. Steve Jobs eventually returned to Apple, and in his lecture at CAUSE 98 he made some curious statements about how the company had gone wrong before his return. Perhaps Tim Cook should take a look at that talk.