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Apple’s problem is boring products, not Tim Cook, says Steve Jobs’ biographer

Tim Cook
Tim Cook
Isaacson: “(Cook) used the word “incredible” so often that had it been the mystery word in a drinking game you could have knocked out a fraternity half way through the show. But nothing was incredible.”

Walter Isaacson author of the best-selling Steve Jobs biography, “Jobs” was on CNBC’s “Squawk Box” this morning to talk about the differences between the iconic Jobs and his successor, Tim Cook.

“Tim has some wonderful strengths,” says Isaacson. “He’s a cool, competent person. But when you watch that video yesterday of those product announcements, there wasn’t the spark, there wasn’t that sort of soul and spirit of Steve Jobs there.”

The author says Cook’s attempts to manufacture excitement fell flat because Apple’s current products simply aren’t inspiring.

“He used the word “incredible” so often that had it been the mystery word in a drinking game you could have knocked out a fraternity half way through the show. But nothing was incredible.” he chided.

Isaccson says that every few years, starting in 2001 with the iPod, Steve Jobs would come up with something totally amazing.

Isaacson says Jobs left a legacy of innovative products that would provide a pipeline for Apple for years, but we haven’t seen those things, namely a smartwatch, television or next-generation camera.

“I think Apple will be able to produce those, but it’s been three years now.” Isaacson says recent Apple products that feature modifications to existing products or price cuts is not innovation.

“I think Tim Cook is running a good company, but at some point they gotta have an amazing product person that says “Hey, you didn’t know you need this, but its indispensable”.

Yesterday, at its headquarters in Cupertino, Apple unveiled two new versions of the iPhone; the lower-cost iPhone 5C, and the higher end 5S. Neither managed to impress Wall Street, as shares of Apple fell by 2.3% Tuesday, closing at $494.58.

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About The Author /

Nick Waddell
Cantech Letter founder and editor Nick Waddell has lived in five Canadian provinces and is proud of his country's often overlooked contributions to the world of science and technology. Waddell takes a regular shift on the Canadian media circuit, making appearances on CTV, CBC and BNN, and contributing to publications such as Canadian Business and Business Insider.

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