‘After Steve’: New book examines ‘How Apple Became a Trillion-Dollar Company and Lost Its Soul’

By by Eric Slivka, MacRumors

Tripp Mickle, a technology reporter who recently moved from The Wall Street Journal to The New York Times, is releasing a new book on Apple this week, entitled “After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul,” and an adapted excerpt of the book was shared Sunday that provides a look at the tensions between Tim Cook and Jony Ive that ultimately led to Ive’s departure.

The main anecdotes in the piece focus on the Apple Watch, which Ive wanted to be a fashionable accessory launched with all of the glitz of a runway show complete with a $25 million white tent. Apple’s marketing team questioned the expense and the emphasis on fashion, preferring a more traditional introduction focused on the Apple Watch’s capabilities.

While Cook ultimately sided with Ive on the fashion-oriented introduction, sources interviewed for the book suggest it was the beginning of the end for Ive’s time at Apple.

For much more detail, read the full story at MacRumors:

https://www.macrumors.com/2022/05/01/after-steve-book-jony-ive/