Apple’s Allergy to Nostalgia and its Look Towards the Future
I recall a conversation I had with Steve Jobs in 2008 when the Macintosh was nearing its 25-year mark. The thought of looking back at Apple’s achievements didn’t sit well with Jobs. He was firm about his stance on nostalgia, saying, “If you look backwards in this business, you’re going to be devastated. You have to look forward.” Now, as Apple is approaching its 50th anniversary, the company is participating, somewhat reluctantly, in a series of concerts and commemorations. We are being inundated with books, articles, and oral histories from the company’s early years. [source]
Apple’s Vision for the Next 50 Years
Rather than indulging in nostalgia, I asked Apple to do exactly what Jobs had suggested: to look forward. So, what does Apple envisage for the next 50 years? To get an insight, I sat down with two senior executives from the company – Greg Joswiak, Apple’s SVP of Worldwide Marketing, and John Ternus, SVP of Hardware Engineering. Both have been with the company for over two decades, with Ternus considered a potential successor to Tim Cook as Apple’s CEO. I also had a brief chat with Cook before a concert marking Apple’s anniversary.
Tackling the Future: AI
Starting with the PC revolution, Apple has successfully navigated several turning points. It popularized the graphical user interface with the Macintosh, rode the internet wave with the iMac, and dominated the mobile age with the iPhone. But now the future seems to belong to AI, a realm where Apple has seemingly lagged behind. However, Joswiak and Ternus beg to differ. They assert that Apple is already a leader in the AI revolution. “We made AI before we called it AI!” quips Joswiak, while Ternus believes that Apple’s products are the best platforms for people to use existing AI tools.
Looking at the AI-driven Future
When asked about how the future might evolve with AI-specific hardware, they seemed less concerned. They believe that the iPhone, which revolutionized mobile technology, still has a significant role to play. “Let’s not lose sight of the fact that nothing you just said is incompatible with the iPhone,” says Joswiak. But does Apple really think the iPhone will still be relevant in 50 years? Their answer suggests a strong belief in the longevity of the device. “That’s where everyone else has problems. They don’t have an iPhone, so they’re trying to figure out what to do. A lot of what they talk about ends up being accessories for an iPhone. We won’t go into future roadmaps, but I’m telling you, iPhones aren’t going anywhere,” Joswiak asserts. Yet, I would be surprised if we don’t see an AI-powered device from Apple in the coming years.
With its 50th anniversary, Apple is not just looking back at its illustrious past, but also setting its sights firmly on the future. That future, according to Apple’s top brass, will continue to be shaped by the iPhone and AI. [source]
