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After Steve
Book

After Steve

How Apple Became a Trillion-Dollar Company and Lost Its Soul

Tripp Mickle
William Morrow, 2022
First Edition: 2022

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Editorial Rating

8

Qualities

  • Eye Opening
  • Well Structured
  • Concrete Examples

Recommendation

When Steve Jobs died in 2011, his successors, Tim Cook (CEO) and designer Jony Ive (CDO), struggled to balance Apple’s cutting edge spirit with its juggernaut market dominance. The iPhone was a once in a generation innovation, making Apple the first company in history to reach a $1 trillion valuation. But at what internal cost? Cook was an operations man, while Ive was a visionary designer. The two men never found a synergy, and their lack of collaboration led to them butt heads.In the 10 years after Jobs’s death, Cook consolidated Apple’s global reach as Ive tried to maintain its creative spirit. Cook’s vision prevailed when Jony Ive retired in 2019.

Take-Aways

  • Steve Jobs and designer Jony Ive bonded over a shared minimalist aesthetic.
  • As operations manager at Apple, Tim Cook deplored “drama” and exuded competence and stability.
  • Cook fired chief software designer Scott Forstall after Apple Maps failed.

About the Author

Tripp Mickle is a tech reporter for The New York Times. Previously, he wrote for The Wall Street Journal covering “Apple, Google, bourbon and beer.” 

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