“After Steve” on how Apple became a force and lost its soul

The new book, After Steve, among other things, explores the tensions within the company that led to Jony Ive’s departure from Apple.

Technology reporter Trip Mikkel, who recently moved from The Wall Street Journal under New York timesis releasing a new book on Apple this week called After Steve: How Apple became a trillion dollar company and lost its soul (Freely translated After Stevie: How did Apple become a trillion dollar company and lose its soul?). An excerpt from the book was released today that looks at the tensions between Tim Cook and John Eve that eventually led to Eve’s departure from Apple.

The main anecdotes in this article focus on the Apple Watch, which was destined to become a fashion accessory that launched with all the glamor of a catwalk show alongside a $25 million white tent. Apple’s marketing team questioned the cost and focus on fashion, preferring a more traditional introduction focused on the capabilities of the Apple Watch.

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

To many, Mr. Cook’s approval seemed like a win for Mr. Eve. But the designer later turned this into an expensive victory. He told colleagues that the controversy over the event and the greater struggle to market the watch were some of the first moments he felt unsupported at Apple.

As the Apple Watch became a fitness device with wide retail distribution, Ive was reportedly upset by the company’s “rise to operations leaders” and increased focus on services rather than hardware, eventually ditching Apple to start his own design company, Love Who.

The article details Eve’s origins with Apple, his relationship with Steve Jobs, and additional anecdotes about Eve’s development after Jobs’ death.

Without Mr. Jobs, he took on much of the responsibility for product design and marketing. People close to Eve said that struggling with colleagues to get a promotion was stressful for him and that he was mired in managing a staff of hundreds, and the complications of the 20-person design team he led for years.

Cook and I finally agreed to hire Ive’s Chief Design Officer which would allow him to transition from the day-to-day management of the project group to a part-time role focused on product development.

Eve’s involvement and presence waned with his new role, and I reportedly went several weeks without thinking about teamwork. The report includes an anecdote from the iPhone X development process when I called an important product review meeting, which was delayed by nearly three hours and ended up without a final decision being made.

In Eve’s absence, Apple continued to focus more on services, while Cook was more focused on operational efficiency. Since Apple Park was basically completed in mid-2019, I decided it was time to move on.

Few know the full extent of Mr. Eve’s battles. Few are aware of his conflict with Apple’s finance team. Few understood how difficult it was for him to struggle to market the watch – a product that increased sales over time and became the basis of the company’s $38 billion business. However, many felt the effort of updating the company’s iPhone, iPad, and Mac devices each year.

In book review after stevePosted by mail New York times Michael has been praised for interviewing more than 200 former and current employees and consultants. The problem, however, is Mikel’s finale, in which he blames Cook for being a “distant and bad partner of Ive” and largely responsible for Apple’s failure to launch another iPhone-wide product. The review argued that the “iPhone” was a unique deal, as evidenced by the fact that the Jobs-Ive partnership had never produced anything else of this magnitude, either before or after the product.

the book after steve It will debut on Tuesday, May 3, 2022 in the US and is available for purchase in English (the original) at Amazon and other stores.

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Source: The New York Times | Macrumors | Amazon

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