🕔Free After Steve: How Apple Became a Trillion-Dollar Company and Lost its Soul by Tripp Mickle (Author),
After Steve: How Apple Became a Trillion-Dollar Company and Lost its Soul by Tripp Mickle (Author),
From the Wall Street Journal’ s 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 “spiritual partner at Apple.” The London-born genius was the second-most powerful person at Apple and the creative force who most embodies Jobs’s 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’s 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’s 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’s valuation to $2 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’s 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’s history, including Trump administration officials and fashion luminaries such as Anna Wintour while writing After Steve . His research shows the company’s success came at a cost. Apple lost its innovative spirit and has not designed a new category of device in years. Ive’s departure in 2019 marked a culmination in Apple’s shift from a company of innovation to one of operational excellence, and the price is a company that has lost its soul. PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio. Read more
The reporting about Project Titan, the Apple Watch, and of course, Ive and Cook is all fascinating and revelatory. However, the book is filled with so many sloppy errors that it makes me wonder if the original reporting can be fully trusted. These errors are often small, but for a book that repeatedly lauds both Cook and Ive for their attention to detail, they’re notable. A small sampling: getting Jobs’ biological father’s nationality wrong (Iranian instead of Syrian); claiming the iPhone’s Face ID feature shines a laser on the user’s face instead of IR; weirdly mischaracterizing the primary complaint about the infamous hockey puck mouse; mischaracterizing the purpose and benefit of the W1 chip; perhaps inadvertently giving the wrong impression about why and how Apple bought NeXT; calling Apple’s famously beige computers in the pre-iMac era “gray”; and many more. Sure, some errors are small, some are larger, but the total number is surprising. A good example of why this matters: I was fascinated by a brief, tantalizing mention of money spent researching and developing “lasers to aim into passengers’ eyes” to reduce motion sickness in Apple’s Project Titan car project. Intriguing! But then later, Mickle clearly confuses IR and lasers in his mangled FaceID description, and I’m left wondering: exactly what was the motion sickness research about, and how far off the mark is Mickle’s quick summary of it? In general, these errors, plus a deep neglect of hardware engineering, software development, and user interface design, make the book feel incomplete, sloppy, and less trustworthy overall than it ought to. That’s a shame for a book as interesting and purportedly revelatory as this.
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