After Steve : How Apple Became a Trillion-Dollar Company and Lost its Soul by Tripp Mickle

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FromA?the Wall Street Journal?_Ts Tripp Mickle, the dramatic, untold story inside Apple after the passing of Steve Jobs by following his top lieutenants?_"Jony Ive, the Chief Design Officer, and Tim Cook, the COO-turned-CEO?_"and how the fading of the former and the rise of the latter led to Apple losing its soul. Steve Jobs called Jony Ive his ?_ospiritual partner at Apple.?__ The London-born genius was the second-most powerful person at Apple and the creative force who most embodies Jobs?_Ts spirit, the man who designed the products adopted by hundreds of millions the world over: the iPod, iPad, MacBook Air, the iMac G3, and the iPhone. In the wake of his close collaborator?_Ts death, the chief designer wrestled with grief and initially threw himself into his work designing the new Apple headquarters and the Watch before losing his motivation in a company increasingly devoted more to margins than to inspiration. In many ways, Cook was Ive?_Ts opposite. The product of a small Alabama town, he had risen through the ranks from the supply side of the company. His gift was not the creation of new products. Instead, he had invented countless ways to maximize a margin, squeezing some suppliers, persuading others to build factories the size of cities to churn out more units. He considered inventory evil. He knew how to make subordinates sweat with withering questions. Jobs selected Cook as his successor, and Cook oversaw a period of tremendous revenue growth that has lifted Apple?_Ts valuation to $3 trillion. He built a commanding business in China and rapidly distinguished himself as a master politician who could forge global alliances and send the world?_Ts stock market into freefall with a single sentence. Author Tripp Mickle spoke with more than 200 current and former Apple executives, as well as figures key to this period of Apple?_Ts history, including Trump administration officials and fashion luminaries such as Anna Wintour while writing After Steve. His research shows the company?_Ts success came at a cost. Apple lost its innovative spirit and has not designed a new category of device in years. Ive?_Ts departure in 2019 marked a culmination in Apple?_Ts shift from a company of innovation to one of operational excellence, and the price is a company that has lost its soul.
Binding: Paperback / softback

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