I worked with Steve Jobs at Apple, where every OS update killed startups. AI founders are about to face the same thing
The article discusses how Apple has historically rendered many startups obsolete with its OS updates, a phenomenon known as 'Sherlocking.' It highlights examples of companies like Tile and Pebble that struggled against Apple's competitive advantages. The author warns that AI founders may face similar challenges as the tech landscape evolves.
- ▪Apple's OS updates have consistently eliminated the need for many third-party tools and startups since the mid-2000s.
- ▪Companies like Tile and Pebble faced existential threats when Apple integrated similar features into its products.
- ▪Surviving startups like Dropbox and Spotify adapted by expanding their offerings beyond consumer features to thrive in a competitive environment.
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Apple famously rendered scores of startups and third-party tools obsolete with nearly every OS update since the mid-2000s. “Sherlocking” regularly kicked promising companies to the curb by effectively erasing their reason to exist — in many cases, by delivering nearly identical features and functionality.Recommended Video I saw it firsthand when I worked on the iPhone, iPod, and iPad under Steve Jobs. Every product launch and OS upgrade generated excitement for users and existential fear for founders. Founding teams spent years building capabilities that Apple could absorb into the operating system overnight. Life’s work became dead on arrival.
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Excerpt limited to ~120 words for fair-use compliance. The full article is at Fortune.
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