Jobs Biographer Walter Isaacson: Apple 'No Longer the Most Innovative Company'

Walter Isaacson, the biographer of Steve Jobs, went on record this week to express his belief that Google and Amazon have overtaken Apple to become the most innovative technology companies of the modern day.

The Aspen Institute CEO and writer of the best-selling biography made the frank remarks in an interview on CNBC's "Squawk Alley" show, during which he singled out Apple's lack of movement in the virtual assistant space as an example of where the company had been left behind.

103994921  95A0343

Image via CNBC

"Apple is no longer the most innovative of companies," Isaacson said. "But they are good at execution. The innovation in the virtual assistant space, for example, is coming from Google and Amazon, not Apple."

Isaacson said he was "surprised" that Apple hasn't moved its virtual assistant Siri into the home and claimed that he frequently used both Amazon's Echo speaker and Google Home. "Sometimes I let them compete," he said.

Apple is expected to release a smart speaker with Siri integration soon, possibly as early as next month at WWDC. However, Isaacson thinks it could be too late for the company to catch up in that space, and suggested Apple should look at other areas in which to innovate.

"You could have a great company — and Apple is a great company — without having really a next big thing, but it isn't in Apple's DNA to be that way," said Isaacson.

Related Roundup: HomePod
Buyer's Guide: HomePod (Neutral)

Popular Stories

Generic iOS 19 Feature Mock Light

iOS 19 Leak Reveals All-New Design

Friday January 17, 2025 2:42 pm PST by
iOS 19 is still around six months away from being announced, but a new leak has allegedly revealed a completely redesigned Camera app. Based on footage it obtained, YouTube channel Front Page Tech shared a video showing what the new Camera app will apparently look like, with the key change being translucent menus for camera controls. Overall, the design of these menus looks similar to...
2024 iPhone Boxes Feature

Apple Changes Trade-In Values for iPhones, iPads, Macs, and More

Thursday January 16, 2025 6:45 am PST by
Apple today adjusted estimated trade-in values for select iPhone, iPad, Mac, and Apple Watch models in the U.S., according to its website. Some values increased, while others decreased. The changes were not too significant, with most values rising or dropping by $5 to $50. We have outlined some examples below: Device New Value Old Value iPhone 15 Pro Max Up to $630 U ...
2024 App Store Awards

Apple Explains Why It Removed TikTok From the App Store in the U.S.

Sunday January 19, 2025 6:58 am PST by
Apple on late Saturday removed TikTok from the App Store in the U.S., and it has now explained why it was required to take this action. Last year, the U.S. passed a law that required Chinese company ByteDance to divest its ownership of TikTok due to potential national security risks, or else the platform would be banned. That law went into effect today, and companies like Apple and Google...
Generic iOS 18

Everything New in iOS 18.3 Beta 3

Thursday January 16, 2025 12:39 pm PST by
Apple provided the third beta of iOS 18.3 to developers today, and while the betas have so far been light on new features, the third beta makes some major changes to Notification Summaries and also tweaks a few other features. Notification Summary Changes Apple made multiple changes to Notification Summaries in response to complaints about inaccurate summaries of news headlines. For...
iOS 19 Roundup Feature

iOS 19 Rumored to Be Compatible With These iPhones

Saturday January 18, 2025 10:28 am PST by
iOS 19 will not drop support for any iPhone models, according to French website iPhoneSoft.fr. The report cited a source who said iOS 19 will be compatible with any iPhone that can run iOS 18, which would mean the following models: iPhone 16 iPhone 16 Plus iPhone 16 Pro iPhone 16 Pro Max iPhone 15 iPhone 15 Plus iPhone 15 Pro iPhone 15 Pro Max iPhone 14 iPhon...
iPad Pro vs iPhone 17 Air Feature

Here's How Thin the iPhone 17 Air Might Be

Friday January 17, 2025 3:38 pm PST by
For the last several months, we've been hearing rumors about a redesigned version of the iPhone 17 that Apple might call the iPhone 17 "Air," or something along those lines. It's going to replace the iPhone 17 Plus as Apple's fourth iPhone option, and it will be offered alongside the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. We know the iPhone 17 Air is going to be super slim, but...
airtag 4 pack blue

AirTag 2 Launching This Year With These 3 New Features

Sunday January 19, 2025 8:11 am PST by
After a four-year wait, a new AirTag is finally expected to launch in 2025. Below, we recap rumored upgrades for the accessory. A few months ago, Bloomberg's Mark Gurman said Apple was aiming to release the AirTag 2 around the middle of 2025. While he did not offer a more specific timeframe, that means the AirTag 2 could be announced by the end of June. The original AirTag was announced...
apple power beats pro 2

Powerbeats Pro 2 Coming Soon: Apple to Announce Them 'Imminently'

Sunday January 19, 2025 8:25 am PST by
In September, Apple said that it would be launching Powerbeats Pro 2 in 2025, and it appears the wireless earbuds are coming very soon. Powerbeats Pro 2 images found in iOS 18 code In his Power On newsletter today, Bloomberg's Mark Gurman said the Powerbeats Pro 2 are "due imminently." In addition to Apple filing the Powerbeats Pro 2 in regulatory databases last month, Gurman said Apple is...

Top Rated Comments

maflynn Avatar
101 months ago
I see a lack of excitement, a lack of coolness and lack of strategy coming from Apple. We get thinner products and emojis, but Amazon created Alexis. I mean Apple used to be the one that created products that people didn't know they needed, now Google, Amazon and the reviled and hated Samsung are doing that.

I see at times, Apple protecting its lead more then taking chances. To use Steve Job's quote they're not staying hungry staying foolish.

How many years have we heard Tim Cook say that they have some pretty exciting products in the pipeline, 4 years? 5 years?

Lately we see less true innovation and more following the crowd. I mean they're copying the popularity of snapchat with those emojis/balloons and other affects in Messages.
Score: 40 Votes (Like | Disagree)
Sandstorm Avatar
101 months ago
Think this obvious to anyone who pays attention. At the beginning I was positive about Tim Cook, but he have proved to be a unapologetic beancounter. Apple has become a money milking machine, things like leaving the dent in the universe are long forgotten. Unfortunately.
Score: 38 Votes (Like | Disagree)
Macwatcher123 Avatar
101 months ago
I have a hard time taking this guy at all seriously.
Not only did he write that appalling Jobs biography which just rehashed old stories even though he had uber-access to Steve, doing the man -- and the world -- a complete disservice,
But isaacsson also sits with Google's Eric Schmidt on the Defence Technology Committee, meaning both men see surveillance capitalism as the way forward. This is nothing to do with innovation and everything to do with Apple's stance on privacy.
My response? Don't buy this guy's books.
Score: 31 Votes (Like | Disagree)
djcerla Avatar
101 months ago
Isaacson thinks it could be too late for the company to catch up in that space, and suggested Apple should at other areas in which to innovate.

Remember the "if Apple does not release a smartwatch next month it will be in trouble" analyst guy? Apple did not release a smartwatch the following month. Today, they dominate the space.
Score: 28 Votes (Like | Disagree)
Keane16 Avatar
101 months ago
I see a lack of excitement, a lack of coolness and lack of strategy coming from Apple. We get thinner products and emojis, but Amazon created Alexis. I mean Apple used to be the one that created products that people didn't know they needed, now Google, Amazon and the reviled and hated Samsung are doing that.
Apple are rarely first. Stop re-writing the past.

I see at times, Apple protecting its lead more then taking chances. To use Steve Job's quote they're not staying hungry staying foolish.
Yep, removing a headphone jack from their most important product was not taking a chance at all. /s

How many years have we heard Tim Cook say that they have some pretty exciting products in the pipeline, 4 years? 5 years?
Haven't we got them? Pencil on iPad, Apple Watch, AirPods etc. I like and use them and they've been released recently.

Lately we see less true innovation and more following the crowd. I mean they're copying the popularity of snapchat with those emojis/balloons and other affects in Messages.
- TouchID
- Apple Pay
- Stepped batteries in the MacBook
- The A series of SoCs
- ResearchKit
- Swift
- AFPS
- AirPods (in particular the magic of the W1 chip)

Yeah all they do is emojis and balloons. /s
Score: 22 Votes (Like | Disagree)
maflynn Avatar
101 months ago
Haven't we got them? Pencil on iPad, Apple Watch, AirPods etc. I like and use them and they've been released recently.
Apple pencil :rolleyes: Tablets have had styli for years and now that apple has one its innovation. The same with the apple watch, yes its nice but but its a smart watch that doesn't run apps that well (though Apple was hoping to see an influx of apps that just hasn't happened).

TouchID
You mean a thumbprint reader - its not like we've never seen any of those.


- Apple Pay
You mean NFC

- Stepped batteries in the MacBook
Others have had stepped batteries before apple.

- The A series of SoCs
You mean the ARM processors? Yes its fast

- ResearchKit
- Swift
What's is innovative about these, please detail it?


- AFPS
Nothing really hugely amazing about that, A new file system was long overdue and it has features that have been in other FS for many many years.

So while Apple has had some nice products, I wouldn't qualify all of them as true innovation
Score: 19 Votes (Like | Disagree)