Thursday, October 6, 2011

Apple was Steve Jobs' greatest creation

Did you notice that the presenters did no tribute to Steve? No homage. They scrupulously avoided mentioning him. Or even referencing him by imitating his presentation style or delivery. There was one moment, near the end, when they introduced Siri, their crowning achievement. It was then that they could have - almost felt like they should have - employed the "one more thing" mantra that Steve Jobs had made so famous. But they didn't copy him. They didn't emulate him. No pale imitation of the phrase that Steve Jobs had redefined, just as he had redefined so many things in his life. The presentation carried on without out him. Without referencing him. Because that is what Jobs would have wanted.

Steve Jobs was a showman. He was a private man. He was incredibly arrogant. He was incredibly humble. He was an egotist. Yet he put the needs of his company ahead of his ego. Perhaps it was because he was prouder of his company than he was even of himself. When it came time for Apple to present the future or to honor the man who had created that future, Apple choose the former. Because that is what Jobs would have wanted.

The tribute that all those who participated in the event paid to Steve Jobs - the last event to occur in his lifetime - was to carry on. To focus on Apple and not on the man who had single handedly raised Apple from the dead. To focus on the result of their efforts and not on the efforts themselves.To focus on the future and not the past. To focus on what would be and not on what would soon be no more.

Of all the things that Steve Jobs created, Apple may be his most important creation of all. Steve Jobs was leaving Apple forever, but he wanted Apple to carry on when he was gone. Steve didn't want Apple to end even though he was so near his end. If he had built Apple right, then Apple would continue without him. So that's what the presenters did. They continued without out him. Because that is what Jobs would have wanted.

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