E-Mails Show Jobs Is Feeling Confident About Future

By Don Reisinger  |  Posted 2010-05-18 Print this article Print

5. Improvements are coming

A common theme in practically all of the e-mails Jobs sent indicated that several improvements will make their way to the company's slate of products in the coming months. He said that improvements will be coming to the iPad, iPhone and Mac OS X. For consumers and enterprise customers, that's a good thing. But for current owners, it makes some wonder why those improvements weren't available in the first iteration of those devices.

6. It's committed to communication

If nothing else, Jobs' decision to start responding to customer questions reflects his company's desire to be more available than perhaps it has been in the past. That's commendable. For years, Apple was viewed as cut off from the rest of the industry. It was a company that did business a certain way and maintained secrecy above all else. By being more available to customers, Jobs is changing that.

7. It's not all about the iPad

Lately, much of the talk about Jobs' e-mails has surrounded the iPad and what the company has planned for its tablet. Although that has been a common theme in many of the e-mails that have been made public, it's not all iPad talk. In fact, Jobs recently said that updates will be coming to both the MacBook and MacBook Pro. The iPad isn't the only product he's thinking about.

8. Holding back is key

For all that Jobs has said, it's what he hasn't said that's arguably more important. Once again, Jobs has proved that he can start a wave of news stories by saying little and getting the media to do the rest. It's a proven technique that has done wonders for Apple's bottom line throughout the years. Although some say that Jobs' responses are uncharacteristic, they're actually quite the opposite. Like in his keynote speeches, he's giving just enough information to make it interesting, while still coaxing us all to get excited for the outcomes of his decisions.

9. Steve Jobs, the PR machine

Following that, it's clear that Jobs is trying to be his own PR machine. Although his company does a fine job of handling the public, Jobs is using his e-mail as a weapon of publicity. He knows that with every message he sends, there's a good chance that it will leak out to the Web and millions will see it. So, he's careful to choose the right words to accurately control what is and isn't being said about his products.

10. Steve Jobs is here to stay

Finally, Jobs has shown again that he's here to stay. By answering e-mails and indicating that his decisions will play a key role in the products that will carry Apple forward, he has also effectively told us that his formerly precarious health is more stable now and as a result he will be at the helm at Apple for the foreseeable future. That might be a good thing for Apple fans and its shareholders. But for the competition, that might be worrisome.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.

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