I watched the Apple Keynote tonight and was struck by how often I heard the term “Post PC.” When Steve Jobs and Apple start using these catch phrases, it is no accident. Apple has its own lexicon that starts internally but, at some point, often finds its way into Keynote speeches and product descriptions.

I believe “Post PC” is the newest of these phrases. We’ve all speculated about the future of technology in light of the explosive growth of iOS and the growing legions of mobile competitors. To the people at Apple, I don’t believe this dialogue is anything new. Internally, I think they’ve been planning this for years.

Looking back, I suspect Apple first started contemplating the Post PC world when iPods were selling like hotcakes. I’m certain that by the time the iPhone showed up, Apple’s Post PC plans were already in full swing. When the iPad appeared, the shoe dropped for the rest of us. Steve Jobs confirmed this last year at the AllThingsD conference when he talked of trucks and cars and how the PCs we all know and love are going to become the trucks of technology: still useful, but not necessary for most.

This all culminates today with Apple’s repeated mantra about the “Post PC” world. Why are we just hearing about this now? Because Apple is already sitting on top of the mountain in this new order.

I’ve written before about Mac user’s fear of returning to those dark days. I suspect there is a certain degree of that also ingrained in the Apple corporate culture. I’m not sure I’d call it fear so much as resolve with this second chance. Never again.

Never again will Apple blow its lead. Never again will Apple seize defeat from the jaws of victory. Never again in this new Post PC World.

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