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

Name: After Steve : How Apple Became a Trillion-Dollar Company and Lost its Soul
SKU: 9780008527846
Availability: InStock

EGP675.00

Book Summary

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 $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’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.

Language: English
Paperback: 512 pages
ISBN-10: 9780008527846
ISBN-13: 9780008527846
Genre: Business
Condition: New

SKU: 9780008527846 Categories: Books, Business, English Books Author: Tripp Mickle

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After Steve : How Apple Became a Trillion‑Dollar Company and Lost its Soul

After Steve : How Apple Became a Trillion‑Dollar Company and Lost its Soul Book Description

From the Wall Street Journal reporter Tripp Mickle comes a vivid portrait of Apple after Steve Jobs’s death. The book follows two key figures—Jony Ive, the chief design officer, and Tim Cook, the former COO turned CEO—to show how their opposite styles reshaped the company. Ive, whom Jobs called his “spiritual partner,” created the iPod, iPad, MacBook Air, iMac G3, and iPhone. Cook, a supply‑chain expert from a small Alabama town, turned Apple into a $3 trillion powerhouse. Their clash, and the eventual departure of Ive in 2019, illustrate why Apple lost the innovative spark that once defined it.

Readers will discover how Ive wrestled with grief after Jobs’s passing and poured his energy into the new Apple campus and the Apple Watch. However, as margins grew louder than imagination, his motivation faded. Meanwhile, Cook’s talent lay in squeezing margins, expanding factories, and mastering global politics. Furthermore, Mickle interviewed more than 200 current and former Apple executives, as well as figures such as Anna Wintour and former Trump administration officials, to build a comprehensive narrative.

Fans of business drama will enjoy the contrast between Ive’s design‑driven passion and Cook’s operational precision. The story reveals how Cook’s ruthless focus on efficiency boosted revenue but also shifted Apple from a culture of invention to one of execution. Therefore, the book argues that Apple’s lack of new product categories in recent years stems from this fundamental change.

Key Features of After Steve : How Apple Became a Trillion‑Dollar Company and Lost its Soul

The book offers exclusive access to internal meetings, revealing the tension between creativity and profit. Additionally, it includes never‑before‑published anecdotes about the design of the Apple Park headquarters and the launch of the Apple Watch. Moreover, Mickle’s investigative reporting uncovers how Cook built a commanding presence in China and wielded political influence that could sway global markets.

Inside, readers will find a clear timeline of Apple’s evolution from 2011 to the present. Also, each chapter ends with concise takeaways that help business leaders apply Apple’s lessons to their own companies. The narrative balances personal stories with hard data, making it both engaging and informative.

Why Read This Book?

Many readers seek to understand how a tech giant can grow to a trillion‑dollar valuation while losing its creative heart. This book explains that paradox with vivid detail and balanced analysis. It helps entrepreneurs learn when to protect design integrity and when to prioritize operational efficiency. Because the author speaks directly with insiders, the account feels authentic and trustworthy.

Moreover, the book invites readers to reflect on larger questions about corporate culture, leadership succession, and the cost of relentless growth. It is an essential read for anyone interested in tech history, business strategy, or the human side of corporate change.