In a new, long-ranging interview Jobs’s official biographer, Walter Isaacson, states that the reason Apple didn’t “crack the code on social” was largely because of Facebook’s success.
According to the late Apple CEO, as relayed by Isaacson:
Maybe because Mark (Zuckerberg) did it so well. There’s not a need for a whole lot of social networks and Facebook has got it licked.
Jobs, it seems, admired Zuckerberg’s “intuitive feel.” As such, Jobs felt that Zuckerberg was willing to “do stuff that allows him to be on shifting sands — his willing to cannibalize old things. He felt an odd kinship to Mark,” Isaacson said.
Apple’s only foray into social was the introduction in 2010 of Ping, a music-oriented social network that the company plans on putting out of its misery later this year. Since then, Apple has worked closely with Facebook and with Twitter to integrate their services into iOS.