Last Thursday after Apple's financial conference call Patently Apple posted a report titled "Apple Surprisingly Announces that it will no longer report iPhone, iPad or Mac Unit Data on Quarterly Financial Reports." It was obvious that Apple's revelation would be the story the day for Friday. Now Fox News has dug up a time when Steve Jobs took a swipe at Amazon.com Inc.’s Kindle in 2009, by pointed out that the online retailer’s decision not to report unit sales of its reading device was evidence it wasn’t selling many.

A Fox News report cited a New York Times report wherein Steve Jobs had criticized Amazon for not reporting sales of the Kindle tablet stating that "Usually, if they sell a lot of something, you want to tell everybody."

Mike Levin, co-founder of Consumer Intelligence Research Partners (CIRP) told Fox News that "When Apple was doing great, unit sales told a wonderful story. Now that the story isn’t so good, they’re saying, ‘Let’s change it."

Amit Daryanani of RBC Capital Markets wrote in a note to investors he stated that  Apple’s "privacy commitment now extends to iPhone unit disclosure." In an interview, he said the change means many shareholders now believe Apple is hiding something. "It’s a monkey on their back."

Under Apple's new CEO Tim Cook, another major shift away from Apple's co-founder positions is that Steve Jobs didn't believe in getting involved in politics to divide the Apple community whereas Cook uses the Apple brand as a shield for his personal views and agenda. A 2011 CNBC report titled "Steve Jobs Heroically Resisted Politics" touched on this topic.

MacDailyNews touched on a Walt Mossberg Steve Jobs interview in 2004. The report pointed to Jobs stating: "Some people have said that I shouldn’t get involved politically because probably half our customers are Republicans – maybe a little less, maybe more Dell than ours. But I do point out that there are more Democrats than Mac users so I’m going to just stay away from all that political stuff because that was just a personal thing.