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Pathetic Tim Cook Apology Disappears From Apple Website
'And we've lost most of the respect we once had.'
APPLE PARK WAY (Rixstep) — A document reportedly authored by Apple CEO Timothy DONALD Cook, from late March 2021, has mysteriously been removed from the Apple.com website. Fans of Apple found the unpublished link a few days ago and then it was mysteriously removed.
The document appears to have been an 'open apology' to the world at large, mimicking the letter written by Bill Gates some twenty years ago. Only bits and pieces remain, as the editors at Reddit have been removing all Wayback links and published excerpts.
What can be gleaned however is that Cook seems to have had a 'great awakening' and finally understood what damage his regime has done to the Apple brand and to humanity itself.
From NeXT to LaST
The first point Cook took up concerned his own personal review of NeXT legacy and what's become of Apple technology since the 1997 'merger'.
'NeXT offered Apple an incredible technology', wrote Cook. 'For $429 million Apple suddenly had the means to recover from near catastrophe and be born again as a leading hi-tech corporation, addressing the needs of the Internet Age as no other company before or since, but the stubbornness of the embedded fanboys in the organisation, unwilling to accept change, resisted and sabotaged this change at every step of the way. The result was a hybrid mishmash lacking clear direction, when simply adapting and marketing an already complete and superior platform would, in retrospect, have been the intelligent thing to do.'
Cook observed that Apple's HIG (Human Interface Group) demonstrated fierce opposition to NeXT's space-age graphical user interface (GUI). 'Their assumption that the NeXT GUI demanded too much of the user was an insult to Apple consumers. The HIG always take the road that Apple consumers are endemically and irretrievably stupid, and that's a covert insult', wrote Cook.
From Workspace to Finder
Particularly painful for the current Apple CEO was the decision to refashion the NeXT file manager, an integral part of the system. 'Those invited to the unveiling by Steve, both resident system architects and third-party collaborators, appear, in retrospect, to have been more concerned that the application in question wasn't called 'Finder' anymore. The makeover resulted in a product that was largely identical with the earlier NeXT application, where the most significant change was the name in the title bar. Unfortunately, the makeover also resulted in numerous bugs and scandals that continue to haunt the company. Only last year they had an iteration that was so unstable that it used to crash the entire system when just sitting there doing nothing at all. That this is still besmirching the good name of Apple is not acceptable.'
'The NeXT file manager ('File Viewer') was an integral part of a larger file management system known as the Workspace', wrote Cook. 'This was a project still under development at the time of the merger. It was scrapped and mutilated because the Apple coders didn't understand it. This has hurt Apple immensely.'
'Apple stood at the cusp of a technological breakthrough in 1997. Apple had been in possession of a technology - an idea, as it were - that was several decades ahead of its time. Apple could have swept Microsoft off the floor. It was the stubborn (and ignorant) resistance of the Apple constituency in Cupertino that prevented from this from happening.'
Turning Back the Clock
A lot of the fury inside Cupertino back then was a resistance to change, to change in the world around them, a change in technology, its complexity, and a natural instinct to synthesise and simplify things over time.
'File systems were no longer one or two directories, they were hundreds, thousands, hundreds of thousands of directories with millions of files. And still we saw John Siracusa talking about spatiality. Would he like to see spatiality in a jumbo jet or a space shuttle? How would that work?' Cook asked rhetorically.
Apple's feared marketing department didn't escape criticism either. 'The way they trashed the careers of David Maynor and Jon Ellch cannot be forgiven', Cook wrote in the letter. Ellch, who worked at the US Naval Research Laboratory in Monterey California, had come upon a critical vulnerability in one of Apple's laptop peripherals that led to complete remote control of target machines. Ellch turned his information over to IBM researcher David Maynor, and the two of them contacted Brian Krebs who met with them in Las Vegas the night before their sensational demonstration. Krebs witnessed the exploit with authentic Apple components but, out of deference to Apple, Ellch and Maynor used a third-party component the following day in order to not offend Apple. And then Apple marketing turned around and accused Ellch and Maynor of cheating. The scandal finally ended months later when Apple and IBM reached a secret agreement.
'They went way too far', commented Cook.
Cook, who is recognised as a genius at profit maximisation, has no qualms about the way he streamlined the company's international operations. 'The customer is always Number One', he emphasised.
But provoking with the incendiary advert asking 'what's a computer' was pushing things too far, he admitted. 'Computers are the start of the Apple success story and will always be a cornerstone, no matter how we diversify now or in the future.'
'And I've reviewed our commission policy and already made changes, as you already know', referring likely to the reduction from 30% to 15% for smaller vendors. How the bigger vendors are still supposed to pay 30% was not addressed - that's where Apple can still rake in the 'big bucks' in the billions.
Apple could have led the open source (FOSS) movement, Cook recognises today. 'Steve wanted NeXT to win, and then he wanted Apple to win, but I fear neither of us thought about the bigger picture.'
Keeping that bigger picture in mind could have been of benefit to Apple in the long run. IBM, now with their billion-dollar acquisition of Red Hat, are the leaders in FOSS, but NeXT's technologies, still far superior to IBM's, have fallen into obscurity, to the detriment of the IT community. 'What a wonderful world with Apple's NeXT models married to IBM's', he laments. 'The ideological enemy in the 1984 advert finally becoming an ally and friend - but that's now gone forever, as things appear now.'
A feeble attempt to at least keep the OS kernel open source met only with indifference within Cupertino and had to finally be abandoned, with project leader Rob Braun penning a wrathful farewell, accusing Apple marketing of exploiting him for cynical purposes. 'They never took things seriously', Braun wrote at the time. 'They saw it only as a ploy.'
The FOSS community, initially excited by the advent of Apple open source contributions, became, as time went on, openly hostile, something Cook has now come to understand hurts Apple in both the long and short runs. 'Image and respect mean a lot', he wrote, 'And we've lost most of the respect we once had.'
Tim Cook is currently in an 'amicable relationship' with the youngest sister of Priscilla Chan.
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