Apple apologists

The hardest transition for fans of Apple Computer from the 1990s is realizing that Apple no longer needs us to defend the company. If I’m sometimes critical of Apple, both here and on Core Intuition, it’s because they’re the largest tech company in the world.

I will always hold Apple to a very high standard of excellence. They’ve earned it. When airline flight attendants tell passengers to turn their Samsung Galaxy Note 7 phones off along with the usual warnings about oxygen masks and life vests, we shrug and laugh because it’s Samsung. From Apple, we expect higher quality and attention to detail, not shortcuts.

Steve Jobs has been gone for 5 years, but the spirit of building insanely great products is well-rooted at Apple. Apple employees are doing incredible, passionate work.

And yet the company itself hardly resembles the struggling computer maker of 20 years ago. Apple is a giant corporation now. Unlike its employees, who have the best intentions, giant corporations are by default selfish, arrogant, and rarely courageous.

Apple does a lot of good for the world. I doubt there’s another company even approaching Apple’s size that does as much, from renewable energy to safer materials to workplace diversity. But that good doesn’t absolve them of criticism.