Jobs to Keep His Hands Tight on Apple Management Reins

By Don Reisinger  |  Posted 2010-05-24 Print this article Print


5. A pro-Adobe partnership

Adobe is in a dangerous position. Although the company is still wildly successful, it's up against the one firm that could drastically affect its position in the mobile market: Apple. And although it has tried to get back in Steve Jobs' good graces, that won't be happening anytime soon. In fact, it's entirely possible that the Apple CEO will hold a grudge against Adobe for the foreseeable future. Realizing that, all the talk about a potential pro-Adobe partnership, or one that would allow its mobile-development platform to work again with the iPhone, seems rather ridiculous.

6. An update to Apple TV

When Google announced the Google TV platform last week, it effectively jumped-started the long-stagnant set-top box market. Finally, there is a platform on the way that could conceivably change the way consumers interact with their televisions. All the while, the Apple TV was sitting in the shadows. Apple's set-top box, which has been called a "hobby" by Steve Jobs and his executives, just doesn't seem to get the kind of attention that the rest of Apple's products do, and that likely won't change at WWDC. Although the hardware company might eventually update the Apple TV and make it a real competitor to Google TV, that won't be happening anytime soon.

7. An 'open' iPhone

As Google announced its Android 2.2. improvements last week, the company made it clear that it believes in open-source technology. Based on its sales, that's understandable. Android has become a revelation in the mobile business, and it's giving Apple something to worry about. But that doesn't mean that the iPhone will be opened up. Steve Jobs has said time and again that his company wants to control its software. Opening iPhone OS, arguably the company's most important operating system, just wouldn't make much sense based on that strategy. Sorry, but the iPhone will remain closed after WWDC.

8. An iPad price reduction

Don't look for Apple to reduce the price of the iPad anytime soon. Although the tablet is somewhat expensive, it's still selling extremely well. At this point, it doesn't make much sense for Apple to offer a price reduction. In fact, that probably won't happen until next year when demand starts dropping off and Apple ramps up a new version of the device.

9. An online strategy

Apple's acquisition of online-music service Lala made some wonder what the company might have in store for the Web. But so far, it has stayed relatively tight-lipped about its plans. That said, Apple undoubtedly has an online strategy in the works. It's now just a matter of time before it discusses how it will attempt to make a splash on the Internet. Just don't expect that to happen at WWDC - Apple might want to make it a bigger event by hosting a press conference dedicated exclusively to its Web efforts.

10. A successor

Apple CEO Steve Jobs has been the company's savior. If not for him, it's unlikely that Apple would be in the position it is today. But his days as the CEO of the company are numbered. Eventually, he will need to give up the reins and allow someone else to take his place. But that time isn't now. Although Jobs has faced health issues, they seem to have been resolved for the time being. Based on his recent statements, he still has much he wants to accomplish before he says good-bye to his beloved company. In other words, don't expect him to name a successor anytime soon. Steve Jobs' work isn't done yet.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, 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

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