In closing, let’s remember the company’s most enduring trait: The Apple Is Doomed mantra. I first encountered the chant in December 1980, right after signing up to start Apple France. In retrospect, I think Apple management might be grateful for the constant memento mori, the reminder of mortality whispered by a slave walking two steps behind the general marching in triumph to Rome’s Capitoline Hill. It’s only when Apple starts believing its own hype and numbers — like the toppled heads of Blackberry and Nokia — that the company will really be doomed.
Call me a logophile, but I miss the good old days of people using adjectives and active verbs to describe the fettuccine Alfredo they ate or the romantic comedy they watched. I don’t care that I’m letting down my millennial generation with this take. For me, words are and will always be the best rating system.