The future facing Apple makes me think of another electronics giant, Japan's Sony. Sony was Apple before Apple, the great global innovator that produced products that changed people's lives, again and again. Sony, remember, championed the idea of personalized electronics – not the giant radio in the living room, but the miniature transistor radio, or the portable TV set. Sony invented the Walkman, altering forever how people listened to music, in the same way the iPod has in more recent times. Sony, like Apple, was a company that thrived on new ideas, new technologies, and an engaging brand.
And just like Apple, Sony was propelled forward by personality – well, two personalities, in fact – co-founders Akio Morita and Masaru Ibuka. The two of them were behind everything Sony did, much like Jobs at Apple. They were unique visionaries, with a unique talent of bringing technology to the masses. And in the process, much like Jobs, they built an international company with an unrivaled brand.
Sony is still one of the industry's titans today, long after Morita and Ibuka have left the scene. The Japanese firm continues to make high-quality consumer electronics under one of the most trusted brands in the world. But no one would say Sony is the influential innovator it used to be. Apple took its place as the game changer of the electronics world. Up-and-coming companies like Samsung have eaten away at its global presence in key businesses, like televisions. Sure, the company has been managed by some talented people, but Morita and Ibuka were just too hard to replace. Sony has never been quite the same without them.
Will Apple suffer the same fate? It is impossible to tell. Yet Sony offers a cautionary tale. I was in Tokyo conducting some research on Sony a few years ago and had the pleasure of interviewing Yotaro Kobayashi, a long-time friend of Akio Morita. He believed that Sony struggled because its modern-day managers kept trying to recapture the old Morita-Ibuka spirit to guide the company to its future. But, Kobayashi believed, that was not possible. There was only one Morita and one Ibuka.
Just like there is only one Steve Jobs.