Jason Aten

Jason Aten
Nationality	American
Occupation	Technology journalist, columnist
Employer	Inc. magazine
Known for	Technology and business coverage for Inc. magazine

Jason Aten is an American technology journalist and columnist who serves as a contributing writer for Inc. magazine. Known for his coverage of the technology industry, business strategy, and the intersection of consumer technology with corporate decision-making, Aten has written extensively about major companies including Apple Inc., the Walt Disney Company, Walmart, and others. His work frequently examines how technology products, corporate leadership, and business decisions affect consumers and the broader marketplace. Through his regular column at Inc., Aten has developed a body of work that addresses topics ranging from artificial intelligence and product design to corporate philanthropy and the competitive dynamics of the entertainment and technology sectors.

Career

Work at Inc. Magazine

Jason Aten writes as a regular contributor to Inc. magazine, where he covers technology, business leadership, and consumer products. His byline appears frequently on articles analyzing the strategies and decisions of some of the world's largest corporations, with a particular focus on Apple Inc. and its product ecosystem. His writing style blends product analysis with commentary on the broader business implications of corporate decisions.

Among Aten's recurring subjects is the relationship between Apple and the Walt Disney Company, a topic he has covered in depth. In a 2019 article for Inc., Aten reported on the resignation of Disney CEO Bob Iger from Apple's board of directors. The departure came as both companies prepared to launch competing streaming video services — Apple TV+ and Disney+ — creating a potential conflict of interest for Iger. Aten characterized the move as "a sign of a greater battle to come between companies," noting that the historically close relationship between Apple and Disney, rooted in the era of Steve Jobs's ownership of Pixar, was entering a new and more competitive phase.

Coverage of Apple

Aten's coverage of Apple spans product reviews, strategic analysis, and profiles of the company's leadership. His reporting frequently examines both the consumer experience of Apple's products and the corporate rationale behind their development.

In April 2025, Aten wrote about Apple's celebration of its 50th anniversary, reporting on a series of events the company held to mark the occasion. In his coverage, he noted remarks by Apple CEO Tim Cook, analyzing Cook's characterization of Apple's customer base and the company's approach to building loyalty over its half-century of existence.

In March 2026, Aten reviewed Apple's MacBook Neo, which the company positioned as its least expensive Mac. In his analysis, Aten argued that the device represented an effective computer for consumers primarily interested in using artificial intelligence tools, describing it as potentially "the computer most people need for using AI tools."

Aten has also explored the legacy of Steve Jobs through interviews and analysis. In January 2026, he published a piece based on an interview with Pixar co-founder Ed Catmull, in which Catmull discussed aspects of Jobs's personality and management style that were not widely known to the public. The article examined how popular narratives about Jobs often oversimplified his character and leadership approach.

At the end of 2025, Aten published an annual roundup of the technology products he found most useful over the course of the year, noting that "the best tech isn't always the newest" and highlighting devices that had proven effective for productivity over sustained use. He also covered practical applications of artificial intelligence for everyday consumers, including a December 2025 article describing a method for using ChatGPT on iPhones that he described as a useful integration of AI into the Apple ecosystem.

Coverage of Retail and Business Strategy

Beyond technology companies, Aten has reported on broader business and retail developments. In March 2026, he covered Walmart's announcement that it would install digital shelf labels — electronic price tags capable of changing prices instantly — across all of its United States stores by the end of 2026. His reporting examined both the operational implications of the technology for the retailer and the potential impact on consumer shopping experiences.

Aten has also written on the subject of corporate philanthropy and the responsibilities of wealth. In March 2026, he reported on Warren Buffett's defense of the Giving Pledge — a commitment by some of the world's wealthiest individuals to donate the majority of their fortunes to charitable causes — in response to criticism from technology investor Peter Thiel. Aten's article examined the contrasting philosophies of the two figures regarding the obligations of the wealthy toward society.

Interviews and Features

Aten's work at Inc. includes interviews with corporate leaders and innovators. In January 2026, he conducted an interview with Tom Donaldson, the Senior Vice President of Creative Play Lab at the LEGO Group, exploring the company's design philosophy. The interview focused on a five-word question the company uses as a guiding principle before developing new products, including its then-new SMART Brick technology. The article explored how LEGO's disciplined approach to innovation helped the company maintain relevance across generations of consumers.

Coverage of Apple-Disney Relationship

A notable area of Aten's reporting has concerned the long-standing relationship between Apple and the Walt Disney Company, and the persistent speculation regarding a potential acquisition of Disney by Apple. This relationship has deep historical roots, stemming largely from Steve Jobs's ownership of Pixar Animation Studios and its eventual acquisition by Disney in 2006.

The Apple-Disney relationship was forged in part through the personal friendship between Jobs and Bob Iger, who served as Disney's CEO. When Disney acquired Pixar, Jobs became Disney's largest individual shareholder and joined its board of directors. The two companies also collaborated in digital content distribution, with Disney entering into agreements to sell content through Apple's iTunes platform.

However, the relationship between the two companies also experienced tension. In 2017, Disney was reported as a holdout from Apple's initiative to sell 4K movies at a $20 price point, suggesting divergent business approaches in digital content distribution.

Aten's 2019 article on Iger's departure from Apple's board was particularly notable for its analysis of what the move signaled about the evolving competitive landscape between the two companies. After serving on Apple's board for years — a position rooted in the Jobs era — Iger stepped down as both Apple and Disney prepared to enter the streaming video market with competing services. Aten argued that this development marked a turning point in a relationship that had previously been characterized by collaboration and mutual benefit.

The broader context for this coverage included the long history of speculation about whether Apple might acquire Disney. This speculation, which has recurred periodically since the 2000s, intensified at various points including during the Trump administration's 2017 tax reform proposals, the COVID-19 pandemic's impact on Disney's stock in 2020, and Iger's return as CEO in 2022. While both companies have consistently denied that any acquisition is planned, various publications have cited insiders who believe such a deal remains a possibility.

The historical relationship between Apple and Disney traces back further than the Pixar acquisition. In the early 2000s, tensions arose between Pixar and Disney over the terms of their distribution deal. In January 2004, Pixar announced it would not renew its distribution agreement with Disney, a development reported at the time as a significant blow to Disney's animation business. The relationship between the companies was subsequently repaired under Iger's leadership, culminating in the $7.4 billion Pixar acquisition that made Jobs Disney's largest individual shareholder.

Jobs's role at Disney, and the personal relationship he built with Iger, became central to narratives about the two companies' futures. After Jobs's death in 2011, the Laurene Powell Jobs Trust retained a significant stake in Disney, and the institutional connections between the companies continued. Iger himself discussed the importance of his relationship with Jobs and how it shaped Disney's approach to technology and digital distribution in subsequent years.

Recognition

Aten's work has been cited in broader discussions about the technology industry and corporate strategy. His 2019 analysis of Bob Iger's departure from Apple's board was referenced in the context of the Apple-Disney relationship and the competitive dynamics of the streaming wars. His articles for Inc. magazine regularly appear in discussions of Apple product strategy, corporate leadership, and the intersection of technology with everyday business and consumer life.