In an unprecedented move by the secretive corporation, Apple released Steve Job’s “Thoughts on Flash.” The 1,685-word offensive against Adobe System Inc.’s Flash technology is the most detailed answer towards one of the only things Apple’s iPod, iPhone, and iPad cannot do: access Flash online.

Industry-wide adoption of Flash technology has been critical to Adobe’s business plan since it drives the sake of Adobe’s Creative Suite software package. Many sites such as and gaming websites are created with Flash and are inaccessible by Apple’s technology. Adobe executives have criticized Apple for being closed-off.

Apple currently faces a decline in public image. Recently, Apple changed the developers’ agreements so that apps not using the latest technology would no longer be accepted by the App Store. This will prevent many apps from being updated. In addition, the lost iPhone 4G fiasco revealed no Flash support. Apple’s main smart phone competitor, Google’s Android, revealed a few days later on April 29th that the new update of Android 2.2 will support flash.

Jon Stewart slammed Apple last week on the Daily Show by playing the famous Super Bowl ad revealing the new Macintosh computer. It features a woman destroying the image of Big Brother on a screen, claiming that Apple was out to destroy “The Man.”


Finally, it seems like Apple is taking a step in the right direction. In the form of a letter, Steve Jobs reveals his human, and logical, side. The “Thoughts on Flash” is one of the most transparent steps that Apple has taken. It shows a commitment to communicating to stakeholders, explaining Apple’s decision-making, without leaving everyone else in the dark.

Apple’s business model has always been extremely secretive. But the open letter definitely brought me back onto Apple’s side. It went through six or more reasons why Flash was proprietary, data intensive, and incompatible with mobile technology (battery, security, and touch technology vs. mouse technology). Apple can shed its recent “Big Brother”-like image by continuing to respect its stakeholders’ needs and show more transparency.


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