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Is Apple The Coolest Company? Be Serious.

Posted on July 17 2010 8:00 pm
Joe is a graduate of the U.S. Naval Academy where he majored in Political Science and played varsity soccer. He also has a MA in International Relations from the University of Miami. Joe is a Lieutenant Colonel in the U.S. Marine Corps Reserve and has over 15 years of experience as a recruiter and search consultant. He writes on politics, pop culture, and foreign policy.
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Even as Apple is defending its iPhone 4G, Apple has had a great year. For the launch of the new iPhone 4G, the Apple “Robots” camped out to be one of the first to own the new cool device. Apple also recently passed Microsoft as the most valuable tech company in the world and the second largest company in America after Exxon-Mobil. Fast Company magazine on its most recent cover declared Apple “Invincible” and the “Coolest Company Anywhere.” Is Apple the coolest company anywhere? Is being cool the goal?

The iPhone 4G is under siege. Consumer reports decided to not endorse the phone because of its antennae issues and problems with drop calls. Apple had a press conference yesterday to release a statement on the iPhone 4G. Recently, an Apple engineer allegedly told the company that the antennae issues were a serious problem. Sales have not dropped so far. The iPhone 4G is the best selling device Apple has released. One analyst called it “iconic, cool, the it device.” Lindsey Lohan used to the be “it” girl. The Apple Robots don’t seem to care about the issues with the phone.

It looks like being cool might be the ultimate goal here. A cool company. A cool device. It seems to me all the cool people hang out in coffee houses on their MACs chatting on FaceBook while listening to their ipods. Is anything worthwhile actually getting done? I know spending $5 dollars on a latte for WiFi access seems to put you in the cool category but most people I know are actually at work trying to make a difference. Is being cool more important than being serious? The cool people are usually trying to change themselves when the serious people are changing lives.

The Fast Company article titled “Apple Nation” states that “everyone wants to be like Steve Jobs.” The article shows a number of people wearing the Steve Jobs signature blue jeans and long sleeve black t-shirt. It also shows a series of photos of Jobs wearing the same look over the last 12 years. It must be the cool look. Come on Steve, you are nearing 60 years old, wear a collar for once. Jobs has done a terrific job at Apple but I wonder if he remembers that investment by Microsoft when Apple was on the ropes.

What drives Jobs? Maybe he was the young cool guy nobody took seriously. The serious young man went on to become the richest guy in the world. Is Steve chasing Bill Gates, who accomplished great things at Microsoft and retired gracefully a couple of years ago? He is now saving lives and changing the world with $33.5 billion. That is pretty cool.

Microsoft, why try to be cool? That is not your alley. Your work should be serious. Also, can I have a free Zune? Unlike the Ipod, it plays the radio. Let’s meet over coffee on campus. I will wear my long sleeve black t-shirt.

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