The Drum Awards Festival - Official Deadline

-d -h -min -sec

Steve Jobs Apple Steve Wozniak

Apple co-founder Steve Wozniak critical of the Apple Watch driving the company into the ‘jewellery market'


By John McCarthy, Opinion Editor

March 17, 2016 | 3 min read

Steve ‘The Woz’ Wozniak, the man who along with Steve Jobs put Apple on the map, has expressed doubts about the company’s recent pivot into jewellery with the launch of the Apple Watch.

Speaking during a Reddit AMA, Wozniak admitted that the company has strayed far from its roots chiefly as a tech company.

He was asked “What is Tim Cook doing right/wrong, in your opinion?” and responded that Steve Job’s successor is “continuing a strong tradition that Steve Jobs was known for of making good products that help people do things they want to do in their life”.

However, he admitted: “I worry a little bit about - I mean I love my Apple Watch, but - it's taken us into a jewellery market where you're going to buy a watch between $500 or $1100 based on how important you think you are as a person. The only difference is the band in all those watches.

“Twenty watches from $500 to $1100. The band's the only difference? Well this isn't the company that Apple was originally, or the company that really changed the world a lot. So it might be moving, but you've got to follow, you know. You've got to follow the paths of where the markets are.”

On the whole however, he concluded: “I love the software, and I love the hardware, and nothing's letting me down. So I approve very strongly of Tim Cook and the new Apple. I dearly miss Steve Jobs too, but, that's all.”

Read the full AMA here.

Earlier this week, as part of a entrepreneur series for Reddit, Wozniak dispelled the commonly held belief that he and Steve Jobs spent most of their time in the garage, pondering products and more.

Steve Jobs Apple Steve Wozniak

More from Steve Jobs

View all


Industry insights

View all
Add your own content +