Are they actually running the Apple playbook in reverse? It seems to me that they're actually running Apple's playbook pretty squarely, just in another domain.
First-gen product that seemed to not know where it's going? Check.
Continued quiet iteration behind closed doors despite first-gen being a flop? Check.
Sticking with the product line over many years, where most other companies would have written off and thrown in the towel? Check.
Multi-pronged GTM strategy where other products prove out key bits of next product? Check. (see: SteamOS and Proton setting the stage for Steam Deck, which in turn sets the stage for Steam Machine 2)
Deep software-hardware integration in ways that are highly salient to users? Check (see: foviated streaming for Steam Frame, Steam Deck "just works")
So, Steve has the big scary "YOU WILL DIE" statements in there, but he also has this:
> I went ahead and built what’s next. First I predicted it, back in March, in Revenge of the Junior Developer. I predicted someone would lash the Claude Code camels together into chariots, and that is exactly what I’ve done with Gas Town. I’ve tamed them to where you can use 20–30 at once, productively, on a sustained basis.
"What's next"? Not an experiment. A prediction about how we'll work. The word "productively"? "Productively" is not just "a big fun experiment." "Productively" is what you say when you've got something people should use.
Even when he's giving the warnings, he says things like "If you have any doubt whatsoever, then you can’t use it" implying that it's ready for the right sort of person to use, or "Working effectively in Gas Town involves committing to vibe coding.", implying that working effectively with it is possible.
Every day, I go on Hacker News, and see the responses to a post where someone has an inconsistent message in their blog post like this.
If you say two different and contradictory things, and do not very explicitly resolve them, and say which one is the final answer, you will get blamed for both things you said, and you will not be entitled to complain about it, because you did it to yourself.
If I can be a bit bold and observe that this tic is also a very old rhetorical trick you see in our industry. Call it Schrodinger's Modest Proposal if you will.
In it someone writes something provocative, but casts it as both a joke and deadly serious at various points. Depending on how the audience reacts they can then double down on it being all-in-good-jest or yes-absolutely-totally. People who enjoy the author will explain the nonsensical tension as "nuance".
You see it in rationalist writing all the time. It's a tiresome rhetorical "trick" that doesn't fool anyone any more.