Jobs/RIM Bun Fight
Thursday, October 21st, 2010

The latest (ridiculous) chapter in the bun fight surrounding the perceived impending tablet war is in full swing. Steve Jobs decided to “drop in [on the earnings call] for our first $40bn quarter” and had a few casual words to say about the launch of devices like RIM’s impending “PlayBook” mini-tablet–namely that these new smaller tablet devices will be redundant before they even launch.
I’m thoroughly enjoying the frenzy of the media trying to make this pass as “news”. Even better are the attempts of the other industry leaders to coast in Jobs’ wake by “responding” to his comments via the press. I find it telling that in all of the headlines on google news (like “RIM CEO Fires Back at Jobs’ Comments”) the head of Apple is “Jobs” and the rest are nameless figure-heads.
Jim Balsille (RIM’s co-CEO’s actual name) responded to Jobs in a most peculiar way. He actually said “We think many customers are getting tired of being told what to think by Apple.” Now this is an obviously divisive statement to appeal to the public’s distaste at being told what to do, but there’s also a tell in his statement. Steve Jobs’ legacy at Apple has been one founded on his unique vision for the design of products and experiences that will be successful in the marketplace. John Scully pointed out in an excellent recent interview that while creating the iPod, Jobs would never go and ask the public what an ipod should do because nobody would have understood what one was let alone contribute an opinion on how one should work. Balsille appears to be characterizing this as telling people what to think rather than asking them what to do. RIM on the other hand is an engineering company. RIM works the other way around–they start with the technology and build towards the device housing the technology, then they market the device. They do ask the public what they want, and they build that. I can imagine a discussion that might have taken place last winter in RIM’s offices where they decided that since Apple had launched the iPad, they too need to be in that market. So how does an engineer make something better? They make it smaller. The RIM PlayBook might as well be called the Zoolander Tablet. To make matters worse, RIM is creating TabletOS — a brand new platform for developers to program on just for RIM tablets. This is once again an example of starting with engineering first. It’s already hard enough for companies to justify RIM-specific development efforts, this confounds matters further, no matter how wonderful the platform may be for developers (which is still up for debate in the case of TabletOS).
In general, nobody likes an egotistical, opinionated individual to deliver them bad news in a direct and somewhat impolite way. It’s even worse when they’re right. Jobs has a well-documented history of being of a differing opinion and standing apart from other product designers in the industry, and has almost always been right. Perhaps his causal comment carries such weight for a reason.










