FORTUNE -- It's not just that so many industry experts think they know Apple's (AAPL) business better than Apple does, Time's Harry McCracken writes. It's that they feel empowered to state it as an imperative, often right in the headline: "Apple must..."
To illustrate, McCracken has posted a fully linked and mordantly annotated version of the list below, with date of imperative, who made it, what Apple did or didn't do and how that turned out for them.
"Though Apple does frequently respond to industry trends," McCracken writes in his latest Technologizer column, "it's not in the company's nature to do so in precisely the way that everybody expects, and it often bides its time before doing anything at all... In some instances, the things people insist Apple must do — such as make a netbook — are not only not necessities, but terrible ideas."
A brief version of McCracken's brief history:
As it turns out, there's a long history of such lists. In 1997, just before Steve Jobs returned to the company, Wired's Jim Daly put together a list of "101 Ways to Save Apple." Some of his prescriptions were things Jobs would never do ("6. Apologize"). Some were prescient:
15. Dump (or outsource) the Newton, eMate, digital cameras, and scanners
If the Japanese love the iPhone now, could they have hated it in 2009?
FORTUNE -- The most salient fact about Brian X. Chen's Why the Japanese Hate the iPhone, written for Wired.com in early 2009, nearly three years before Chen joined the New York Times, is that the editor's note responding to Chen's excoriation in AppleInsider is longer (at 751 words) than the original (678 words).
Daniel Eran Dilger, who wrote the MOREPhilip Elmer-DeWitt - Nov 28, 2013 12:12 PM ET
Three major products, hundreds of new features, thousands of new programmer interfaces
"We're going to talk about three things today," Steve Jobs said at the beginning his keynote speech Monday. Then he and his colleagues proceeded to talk about hundreds of things -- so many that days later the reporters who watched the two-hour presentation and the developers who attended the week-long conference that followed were still trying to wrap their MOREPhilip Elmer-DeWitt - Jun 10, 2011 5:30 AM ET
How a founding editor of WIRED learned to live with technology like the Amish do
My favorite part of Kevin Kelly's new book "What Technology Wants" is the story he tells about how his first computer -- an Apple II -- changed his life.
You see, although Kelly is one of America's most influential tech writers -- he was the editor of the Whole Earth Review, one of the founders of the MOREPhilip Elmer-DeWitt - Nov 8, 2010 12:49 PM ET
Wired identifies the Redwood City resident who left a bar with Apple's secret prototype
The missing person in the saga of Apple's (AAPL) lost iPhone is a 21-year-old named Brian J. Hogan, according to a story posted Thursday on Wired.com.
Before moving to Silicon Valley, he lived in Santa Barbara, Calif., where he attended Santa Barbara City College. He has been working part time at a church-run community center giving swimming MOREPhilip Elmer-DeWitt - Apr 29, 2010 7:02 PM ET
Wired taps a baker's dozen of the "brightest tech minds" to mark the rise of the tablet
"With the iPad," writes Steven Levy in How the Tablet Will Change the World, "Apple is making its play to become the center of a post-PC era."
Levy argues that the conventions underlying today's personal computers -- the graphical user interface, the shrink-wrapped boxes of software -- were forged 40 and 50 year ago.
What MOREPhilip Elmer-DeWitt - Mar 23, 2010 11:06 AM ET
Negotiations with publishers reach an impasse over who controls subscriber lists
A report in Monday's Financial Times confirms early accounts of a sticking point that emerged during Steve Jobs' off-the-record meetings with the New York Times, Wall Street Journal and Time Inc. the week after the iPad was unveiled.
According to the FT, Apple's (AAPL) reluctance to share subscription information is "pretty damn close" to a dealbreaker for publishers who were hoping MOREPhilip Elmer-DeWitt - Feb 16, 2010 4:24 PM ET
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