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You could be forgiven, after reading Haunted Empire: Apple After Steve Jobs, for concluding that Apple is on the verge of going belly up. In the new book by Yukari I Kane, the company is depicted as having radically declined after the death of its former impresario.
Under Timothy D Cook, who took over as chief executive shortly before Steve Jobs died in October 2011, Apple "teeters at the edge of a reckoning," Kane writes. Its executives, she adds,"cannot find their own way forward. They are tired. They are uncertain. The well of ingenuity has run dry."
Cook said in a statement that it was all"nonsense." He's right. There are two ways to assess how well Apple has done under Cook. You could look at its financial performance, which is boring but instructive. Or you could do as Kane does and instead sift through all the noise and commentary surrounding the company — observers' assessments of its shifting corporate culture, of its executives' temperaments during product-launch events, or the fact that such arbiters of taste as Mitch Albom, the author of Tuesdays With Morrie, no longer care for Apple's advertising.
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For the most part, Kane sticks with these more subjective assessments, and she arrives at a familiar set of conclusions. She argues that Apple has forgotten how to innovate, that its products are too closed and expensive, and that it is failing to live up to its own well-honed hype. These aren't novel critiques; they've been seen as evidence of Apple's imminent failure throughout its history, even under Jobs. And there isn't much evidence that they're any more true now than they were in the past.
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