Steve Jobs writes today: "It is generally not Apple's policy to trumpet our plans for the future; we tend to talk about the things we have just accomplished." Which is precisely one of the things we at Valleywag most liked about Apple's legendary boss. He was judicious in the use of hyperbole, reserving it for products which consumers could buy; rather than the pursuit of positive news headlines. Apple's initiative, to reduce toxic chemicals in computers and other products over the next four years, is laudable. But we would have preferred to praise the achievement after the event; just as we would rather that Steve Jobs, as before, clamped down on rumors of new products such as the iPhone, rather than trailing them several months ahead of launch, like every other promoter of vaporware. The idea that Apple's ornery boss is playing to the press, environmental pressure groups, or public opinion — rather than simply to Apple customers — is profoundly disquieting.

Contact information for this author is not available.