Review: ‘After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul,’ by Tripp Mickle

Mickle creates a dense, grainy mosaic of the firm’s trials and tribulations, showing us how Apple, built on Ivy’s successes in the 2000s, became Cook’s company in the 2010s. Ive, after a long knighthood, is increasingly fascinated by Apple’s outside opportunities – a museum display, a charity auction, an immersive Christmas tree installation – and part-time in 2015. Understanding this is worse than being completely present or absent, Cook explains. To get him back, but his heart is clearly not in it. Finally, in 2019, Ive departed for good.

In conclusion, Mickel leaves his reporter’s team to split responsibility for the firm’s failure to launch another transformative product. Cook, accused of being isolated and unaware, is a bad partner for Ive, “an artist who wanted to bring sympathy to every production.” Ive also bragged about taking on “the responsibility of software design and management burden that he soon began to hate”. By the end, it is understandable that both have lost the opportunity to make a worthy successor to the iPhone.

It is also Hui, and the best proof for it is the previous 400 pages. It is true that Apple did not create another device as important as the iPhone after Jobs died, but Apple did not create another device that was important. Before He died either. It’s also true that Cook never played the role of CEO like Jobs, but no one ever thought he could, including Jobs, who advised Cook on his deathbed to never ask what Steve would do: Do what you have to do. “

Ive and Cook wanted another iPhone, but Mickel’s full reporting makes it clear that there was no other device to make. Self-driving cars were very difficult, health devices were very controlled, televisions were protected in a way that music was not, and even earbuds and watches, the devices they actually shipped, were peripheral, technically and imaginatively for Apple’s best product.

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