If an alien landed on earth this morning, he'd be forgiven if he thought Steve Jobs was Prometheus, Jesus and Henry Ford all rolled up into one, that all the wails and lamentations, the celebrations and tributes, marked the passing of the world's greatest mind.
Usually, this sort of hagiography is reserved for the dead -- or for the presidential candidate who shares our party affiliation -- during mourning periods in which churlish people like myself usually have to shut up and not say, "Yes, but ..." (with the exception of Christopher Hitchens). But Jobs isn't dead; he's simply resigned as CEO of Apple. So allow me to point out that the man is no fallen angel -- hell, when it comes to charitable use of his amassed wealth, he's not even a fallen Bill Gates -- and he isn't a perfect businessman.
He's made mistakes. And it's because we supposedly learn more from mistakes than successes -- and not because I'm a contrarian crank -- that I offer up a handful of them.
1. Lisa
The Lisa made the Edsel look like the Lexus
rollout. A $10,000 computer. In the early '80s.
Twenty-first-century trendsetters might be willing to pay top
dollar for snazzy computers with locked-down, proprietary software,
but business owners in the Reagan era were having none of it. To be
completely fair, Jobs might not have been personally
responsible for this stinker. But he was head of the Lisa/McIntosh
division at the time, so, you know, own it big guy. Indeed,
according to a 2006 article from OS
Magazine, his mismanagement of this division in the mid-1980s
is what lead to his original ouster from the company.
2. "Lemmings"
Oh, sure, Jobs has had his hand in culture-shaping advertising.
Apple's "1984" spot
is often held up as the best Super Bowl ad of all time (by
ad-industry people, not by regular consumers). But everyone seems
to forget that the very next year Jobs' Macintosh division was
responsible for perhaps the worst Super Bowl ad of all time. Called
"Lemmings," it featured people blindfolded and marching off a
cliff. Whereas "1984" showed non-Apple consumers as oppressed by an
authoritarian system, "Lemmings" showed non-Apple consumers as a
bunch of rodents, too stupid to see that they were committing
suicide -- which may be how Jobs (perhaps) and Apple users
(definitely) see non-Apple consumers.
3. The Tin Ear
This incident can be best summed up by Jobs' reaction to the news
that the iPhone 4 didn't work so well as a phone when held in the
left hand. "Quit being left-handed, ya big dummy, and here's a
rubber bumper. Steve Jobs don't care. Steve Jobs don't give a
shit." (I'm paraphrasing a bit.) And while this might seem a
one-off, Apple's customer
service isn't all it's cracked up to be. Sure, Apple stores are
totally awesome and the Genius Bar is the nerd equivalent of table
service at a nightclub. But what happens if you don't live anywhere
near one? What happens when your precious Apple product breaks.
(Yes, they break.) You have to call customer support, where you'll
be quickly reminded that you'll be getting no service boy-o,
because you didn't spring for Apple Care. Maybe you figured you
were paying twice what you'd pay for a similar sized PC and such
service would be included in the price, or perhaps Apple Care
sounded exactly like those extended warranty offers that
electronics retailers try to shove down your throat -- and your
Mama didn't raise a fool. Either way, NO TECH SUPPORT FOR YOU!
4. The Great White Wall
Whether you're an iTunes user, an iPhone app developer or an iPad
publisher, it's Steve's world and you just play in it. His roof,
his rules. His way or the highway. To be honest, I don't think this
is necessarily a bad thing. I'm only including this to appease the
sort of people who say things like "information wants to be free"
with a straight face or believe that politicians have any interest
in transparency. You know, a certain sort of New Yorker who grouses
loudly about Michael Bloomberg's police state, but who voted him in
for a barely legal third term because of the economy and would
never have considered moving to New York before that goon Giuliani
cleaned up the streets. Of course, the difference between New York
and Apple-land is that the latter has never claimed to be a
democracy and never will -- and it never should be one. Information
doesn't want to be free and consumers -- even goofy ones who claim
to believe such a thing -- will pay through the nose for an
environment policed by a slightly priggish god who keeps out the
virus carriers, spam slingers and porn purveyors. In a way, Steve
Jobs has become the very face of the Big Brother smashed in the
"1984" ad, but I say keep up the good work, Steve.