Apple, after a decade without Steve Jobs

The company is getting stronger, although, according to some analysts, it shows less innovation; yes, it does not stop making money

This week marked the tenth anniversary of the death of Steve Jobs, the man who created Apple, one of the most outstanding companies in the technology industry. The father of smartphones stepped down as CEO in August 2011, just weeks before his death at 56. Since then, he has held that position, having been selected by Jobs, Tim Cook,

The evolution of its products, a battalion of services and little disruption have this firm in the Olympus of a market that roars for profits, although deviated from the charms of innovation and care for design that were once the signs of its identity.

The smartwatches in the Watch family represent the biggest step in the Cook era. The company also renewed its bet on audio. In 2014 he bought Beats, two years later he launched the AirPods and in 2017 he announced the HomePod, a smart speaker with Siri virtual assistance.

AirTags are accessories to attach to any object and serve as a beacon in case of loss. Cook also maximized the size of iPhones and launched a stylus, two paths Jobs refused to take on more than one occasion.

In this decade, Apple moved a lot toward services. In 2015, with Music and News. Then with streaming TV +, the Arcade video game platform and even a credit card. In 2020 the Fitness + app emerged. But now there is more speculation than disruption. The company is rumored to be working on the first foldable iPhone, augmented reality glasses, and the long-awaited electric car. But nothing has been officially confirmed.

Meanwhile, Cook gets results: Since 2011, Apple shares have risen more than 1,100% and were the first American company with a valuation of more than a trillion dollars.

Okay, but what happened to the buzz your products generated? What about that spark that few have managed to ignite? The departure last year of Jony Ive, the legendary chief designer who created the iPhone, may shed light on that panorama. The man left diplomatically and kept quiet what some insiders pointed out: that he had had enough of the current lack of interest in product aesthetics. In this framework, it is certain that investors do not miss the founder of the Cupertino giant; By now, and at 66 years old, the mythical Jobs would have kicked the board again.