Time passes rapidly and the WiFi is spotty right here in Tr?yastri??a, so I apologize for taking so lengthy to take a look at the way you’ve been doing with our firm.
After all, reality be identified, Apple was already on that trajectory once I handed you the corporate, however props anyway.
Past that, although, I really feel I need to ask: Is that ALL you can handle with that cash and expertise? Significantly?
OK… Let me relax… Deep breath… Nam Myoho Renge Kyo… Nam Myoho Renge Kyo.. That’s higher.
Look, Tim, I don’t need to go all heavy in your case, however right here’s what you have to do to make Apple nice once more:
1. Put money into new expertise.
You let our money readily available get all the best way as much as $245 billion??? Incomes possibly 3% curiosity? Are you out of your thoughts?!?! With these deep pockets, we needs to be making large investments and acquisitions in each expertise that may comprise the world of the longer term. You’ve let that upstart Musk make us seem like IBM. That’s simply plain mistaken.
2. Assault and cripple Google.
Google is our new nemesis, keep in mind? They attacked our core enterprise mannequin with that Android PoC. However, Tim, c’mon… Google is weak. They will’t innovate value beans and most of their income nonetheless comes from on-line advertisements, that are solely helpful as a result of they continually violate person privateness. You could possibly reduce their revenues in half if you happen to added a defaul 100% safe Web search app to iOS and Mac OS. Spend a number of billion and make it quicker and higher than Google’s ad-laden wide-open nightmare. This isn’t mind surgical procedure.
3. Make the iPad right into a PC killer.
WTF? The iPad was purported to be our large revenge on Microsoft for nearly placing us out of enterprise. All it wanted was a mouse and will have killed–killed!–laptop computer gross sales. Positive, it could have reduce into MacBook gross sales, however that’s the best way our trade works. I let the Macintosh kill the Lisa, keep in mind? And the Lisa was my private pet undertaking. The iPad might have been the subsequent PC… and it nonetheless may not be too late.
4. Give our engineers personal places of work.
I get it, Tim. You’re not a programmer. You constructed your profession in excessive tech nevertheless it was at all times in gross sales and advertising, that are the elements of the enterprise the place lots of speaking and socializing make sense. However if you happen to’d ever designed a product, or truly written code, you’d know engineering requires focus with out distractions. Programmers and designers don’t belong in an open plan workplace. Give them again their personal places of work earlier than it’s too late.
5. Don’t announce trivial dreck.
A bank card? Significantly? Airbuds with ear-clips? A me-too information service? Is that greatest you are able to do? And what was with Oprah And Spielberg on the occasion? Hey, the 12 months 2007 referred to as and needs its celebrities again. Look, whenever you gin up the press and the general public up for an enormous announcement and it’s simply meh tweaks to present merchandise or me-too stuff, it makes us look lame and out of contact. If we don’t have something world-shaking, don’t have an announcement!
6. Cease pretending we’re innovative.
There was a time–I keep in mind it nicely–when folks would line up for hours simply to be the primary to get our revolutionary new merchandise. Heck, we even had “evangelists” who promoted our merchandise to our true-believers. However that’s historical past. Till we come out insanely nice new merchandise that encourage that sort of loyalty, dial down the faux enthusiasm.
7. Make Macs quicker, higher, cheaper–extra rapidly.
I’m truthfully embarrassed what you’ve performed with the Mac. You’ve not launched a brand new design in years. Positive, MacBooks had been cool again within the day, however now they’re simply common. And the place’s our reply to the Floor? Tim, you truly let Microsoft–Microsoft once more!–tempo us with a cellular product. That’s freakin’ pitiful.
8. Diversify our provide chain out of Asia.
Tim, Tim, Tim… I like Asia, however you’ve wager our complete firm on the assumption that there’ll by no means be one other warfare (taking pictures or commerce) there. In the meantime, China has turn into extra aggressive and there’s a madman with nuclear weapons perched a number of miles from our primary provider for iPhone elements. Get up! We have to sourcing our elements in geographical areas the place warfare is much less seemingly.
9. Repair our software program, already.
This was the one which shocked me essentially the most. I knew that iTunes, iBooks, Music, and AppStore was a crazyquilt however I figured we might repair that in a future launch. However right here we’re, ten years later, and we’re nonetheless asking folks to undergo by means of this counter-intuitive bullsh*t? And what’s with the latest instability with our working techniques? And that wack Facetime safety gap?
10. Make some key administration modifications.