I found the bizarre attribution of meaning to events which didn’t seem to have meaning more and more intrusive. I also found it incongruous to have an American journalist from the WSJ offering her own interpretations; I thought it was an article of faith in that trade to get someone else to express your opinions – just choose carefully so they’re the ones you wanted to express anyway. But hardly any experts are quoted in the whole book; a pity, as they could have provided a narrative framework.
More to the point, didn’t any of Kane’s 200 interviewees or her time on the WSJ team reporting on Apple uncover anything about the tension inside the company about the iPhone 5? It simultaneously changed the screen size and dumped the 30-pin connector it had used since 2003, replacing it with a thinner 8-pin one that was incompatible with hundreds of millions of third-party boom boxes. For third-party developers, it meant rewriting their apps just to fit the iPhone 5 screen, which was longer but not wider. For makers of music players, it meant redesigns and inventory headaches. Would Steve Jobs have done that? Post-Jobs Apple did, with the same lack of compunction with which Jobs used to hand out mandates. Does that mean it’s haunted by the spirit of Jobs (would he had done it)? Or not?
[Clearly… not a fan.]