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Monday, 08 October 2012 12:42

Really nice: Apple’s touching Steve Jobs tribute Featured


If you haven’t already seen it, Apple has put together a touching 1 minute 45 second video tribute and “letter from Tim” to former CEO, Steve Jobs, who sadly passed away long before his time on October 5, 2011.

Although many pundits out there have said remarkably stupid statements along the lines that “Steve Jobs wouldn’t have” released Apple Maps in its current state, when in fact Mr Jobs released both software and hardware that weren’t always up to scratch (Apple Cube, Mobile Me etc), Steve Jobs certainly was – and is – a legend.

On his deathbed, Steve Jobs famously told Tim Cook not to worry and think about what Steve would do, but instead, to do what he (Tim Cook) thought was the right thing to do.

Thus, we see Mr Cook’s genuine apology over Apple Maps, and we see Apple issuing an explanation over the “purple lens flare” issue - with these actions clearly being “the right thing to do”.

Although my first computer was an Exidy Sorcerer, way back in 1979, early Apple II clones were in my life early on, too, as were genuine Apple IIe computers during my preschool years, with “Logo” being a fun memory of computing at school – as was Karateka, Prince of Persia and stacks of other Apple II games from that era during school lunch breaks.

Thus, Apple has been a long part of my life, even though for many years I was a Windows fan and user.

These days OS X is my primary operating system, and iOS my choice of smartphone and tablet operating systems, although I certainly do have various Android and Windows 7 and 8 powered devices in my life – and hold high hopes for Windows 8 (let alone Windows Phone 8) to achieve iPad and iPhone-like levels of success.

It has, however, been truly fascinating to watch the rise and rise of Apple ever since Steve Jobs returned to Apple, then became the iCEO, before dropping the “i” in the title for “interim” and becoming CEO proper.

When Steve Jobs passed on to the next world last October, some thought it would mark the beginning of the end for Apple, as if Steve Jobs was single-handedly responsible for everything Apple had done at the time.

Naturally, as leader, Steve had massive input into leading and directing his team, but as leader, Steve built a very strong team indeed, the fruits of which we see crunchily continuing to this very day, despite Bob Mansfield set to soon depart for presumably less crunchy pastures.

Tim Cook has led Apple to its grandest heights yet, its biggest valuation, its best products. He has been humble when needed, as the Maps situation has shown, he has promised great products, and he has delivered – while ensuring the highest volume of iPhones ever to grace this planet at launch was the biggest launch success for Apple yet.

Mr Cook is yet to preside over the iPad Mini’s launch, theoretically due in the next couple of days, let alone 13-inch MacBook Retinas, and future versions of all of Apple’s products.

Even Scott Forstall has lost none of his famous charm (or smarm).

Let us make no mistake: Apple’s greatest challenges still lie ahead of it, and the competitive pressures are never greater, especially with Microsoft threatening to have a triumphant tablet resurgence through Windows 8 (even though that is yet to truly be seen).

But the last year without Steve has certainly seen Apple attain its greatest heights yet, and far from any pundit-predicted “peak”, the very best from Apple is still yet to come.

In the spirit of competition and hard work, morality, technology and Steve Jobs’ famous reference to the “liberal arts”, I look forward to an even more robust technological marketplace over the next twelve months, while congratulating Tim Cook on an amazing last twelve months for Apple – despite the passing of the great Steve Jobs.

Steve wasn’t perfect, but his legacy (and his desire for perfection, as least as he saw it) certainly do live on, and for that, and much more, we heartily celebrate him and genuinely miss him – and his penchant for delightfully distorting the field of reality in ways that were, as we’d say as kids, “unreal!”

Here’s that message from Apple’s CEO, Tim Cook, on the anniversary of the passing of Steve Jobs, which appears after the 1m 45sec video has played after visting

Steve’s passing one year ago today was a sad and difficult time for all of us. I hope that today everyone will reflect on his extraordinary life and the many ways he made the world a better place.

One of the greatest gifts Steve gave to the world is Apple. No company has ever inspired such creativity or set such high standards for itself. Our values originated from Steve and his spirit will forever be the foundation of Apple. We share the great privilege and responsibility of carrying his legacy into the future.

I’m incredibly proud of the work we are doing, delivering products that our customers love and dreaming up new ones that will delight them down the road. It’s a wonderful tribute to Steve’s memory and everything he stood for. 


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Alex Zaharov-Reutt

Alex Zaharov-Reutt is iTWire's Technology Editor is one of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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