Tim Cook’s leadership at Apple is under scrutiny for diverging from the principles established by Steve Jobs, particularly regarding customer experience. Jobs emphasized the importance of providing an exceptional user experience, often rejecting ideas that could compromise that vision, such as integrating ads into products. The author recalls an incident from the late 1990s when a proposal to include advertising in Mac OS was swiftly rejected by Jobs to maintain the purity of the user interface. Today, Apple is reportedly introducing ads into Apple Maps, following similar moves in the App Store. This shift raises concerns about the company's commitment to its customers, as advertising typically detracts from the user experience. The author suggests that this change is primarily driven by the pursuit of additional revenue, despite Apple's substantial financial resources. The contrast between Jobs’ protective stance and Cook's approach highlights a significant shift in corporate philosophy at Apple. The piece argues that without strong leadership focused on preserving the customer experience, essential values can fade. Cook's justification for these changes, that "today's Apple is very different from Steve’s Apple," reflects a troubling departure from Jobs' legacy. This evolution raises questions about the long-term implications for Apple's brand and customer loyalty.