In praise of Apple: https://erickimphotography.com/blog/2024/09/21/in-praise-of-apple/

## If Steve Jobs were still alive today… What would he think of Apple?

OK… Because I am the second Steve Jobs, the next Steve Jobs in the flesh… If Steve Jobs was 36 years old, in the live today… This is what he would think of Apple, and this is what you would say:

First, he would call The new device is a piece of shit, in that fucking sucks. He would critique the design, the devices, Apple TV everything.

## make the iPhone great again

The problem with Apple now is there’s too much fragmentation. Apple is trying to be everything, everywhere at once. But like we learn from Alexander the great… True overextend yourself will always be a bad plan for an empire. The empires which are best and last, are the ones which states situated, and one very very critical spot, and dominate that one small industry, rather than trying to become the Walmart of everything.

For example… The number one thing Apple needs to do is really made the iPhone desirable again. The new iPhone is lackluster. Nobody cares nobody wants it, nobody even knows that it exists. This is bad… I doubt you’ll be seeing lines outside the Apple store anytime soon.

## The true critical innovation

Suggestion to apple… Ironically you want to do a via negativa APPROACH … Introduce a new iPhone which actually encourages you to spend less time on it.