Cook: New Book on Apple and Steve Jobs Is ‘Nonsense’
A new book claiming to give evidence that Apple (NASDAQ:AAPL) is in a state of inevitable decline was released on Tuesday to terrible reviews and disdain from Apple CEO Tim Cook. The book, Haunted Empire: Apple After Steve Jobs, was written by former reporter Yukari Kane who spent years covering Apple and Jobs for the Wall Street Journal.
CNN Money reviewed the book, saying that the beginning of it is filled with good reporting about the end of Jobs’s life, but the last two-thirds are heavily colored by Kane’s biased view that Apple will never return to its former glory. While some agree with her views, especially since under Tim Cook, Apple has yet to release a new product category, she doesn’t have enough evidence to back up her claim that “a decline was inevitable,” since a decline hasn’t really happened yet. Apple is still a highly successful tech company that makes some of the most popular smartphones, tablets, and computers on the market. Also, they make a lot of money, which counts for something.
Cook called the book’s claims “nonsense” in a statement to CNBC. “This nonsense belongs with some of the other books I’ve read about Apple. It fails to capture Apple, Steve, or anyone else in the company. Apple has over 85,000 employees that come to work each day to do their best work, to create the world’s best products, to put their mark in the universe and leave it better than they found it. This has been the heart of Apple from day one and will remain at the heart for decades to come. I am very confident about our future. We’ve always had many doubters in our history. They only make us stronger,” Cook said.
Kane issued her own statement in an email to Re/code after Cook made his response. “For Tim Cook to have such strong feelings about the book, it must have touched a nerve,” Kane said. “Even I was surprised by my conclusions, so I understand the sentiment. I’m happy to speak with him or anyone at Apple in public or private. My hope in writing this book was to be thought-provoking and to start a conversation, which I’m glad it has.”
Kane took two years of exhaustive research to write the book. She claims that Apple is lost without its charismatic founder and takes great pains to contrast the creative Jobs and the organized Cook. In the book’s epilogue, she compares Apple to an empire that has entered its inevitable decline phase without Jobs at the helm, saying that the company has been unable to maintain its incredibly high standards without such a creative force leading it.
In addition to the lackluster book reviews and criticism that Kane didn’t have the evidence to back up her claims, customer reviews on Amazon have given it just one and a half stars. “Haunted Empire: Apple After Steve Jobs is a terrific book title. Pity the book doesn’t live up to it. Or, indeed, provide us with any clear indication of whether the company best known for its iPhones and iPads (let’s call it an “empire” for convenience) is indeed haunted,” said Guardian book critic Charles Arthur.
More From Wall St. Cheat Sheet:
- Steve Jobs Opposed an Apple Television According to New Book
- 7 Philosophies That Have Made Apple Designer Jony Ive a Legend
- Apple’s iPhone 6 May Begin Production Soon
Follow Jacqueline on Twitter @Jacqui_WSCS