After Steve

After Steve by Tripp Mickle delves deeply into the seismic shifts within Apple Inc. following the untimely death of its co-founder, Steve Jobs. This riveting narrative is anchored around two central figures: Jony Ive, the Chief Design Officer, renowned for his unrivalled design prowess and intimate professional relationship with Jobs, and Tim Cook, the pragmatic COO-turned-CEO whose operational acumen propelled Apple to unprecedented financial heights.

Steve Jobs referred to Jony Ive as his "spiritual partner at Apple," acknowledging the London-born designer's profound impact on Apple's iconic product designs, such as the iPod, iPad, MacBook Air, iMac G3, and the iPhone. Ive's innovative spirit and visionary designs were the driving force behind Apple's global success, contributing to billions of product adoptions worldwide. In the aftermath of Jobs’s death, Ive channelled his grief into significant projects like designing Apple's new headquarters and the Apple Watch. However, as the company's focus shifted increasingly towards profit margins over pure innovation, Ive’s passion began to wane, culminating in his eventual departure in 2019.

In stark contrast, Tim Cook, hailing from a modest background in a small Alabama town, emerged as a master of logistics and operations within Apple. Rising through the company's supply chain ranks, Cook's talent lay not in creating new products but in perfecting the supply processes, driving efficiencies, and maximizing margins. He relentlessly pursued supply chain optimisation, which included exerting pressure on suppliers and forging colossal manufacturing capabilities. His disdain for inventory and sharp interrogation tactics kept his subordinates on their toes.

Handpicked by Jobs to be his successor, Cook's leadership oversaw a phase of phenomenal revenue growth, catapulting Apple to a valuation of $3 trillion. His strategic genius extended into global politics, building a formidable business presence in China, and influencing the global stock market with his statements. Despite these achievements, Mickle's thorough account details the subtle yet significant transformation of Apple under Cook’s stewardship—from a company famed for its innovation to an operational powerhouse.

Through extensive research and over 200 interviews with current and former Apple executives, key historical figures, and influential personalities such as Trump administration officials and fashion mogul Anna Wintour, Tripp Mickle uncovers the intricate dynamics at play during this pivotal era. After Steve reveals that while Apple's monetary success soared, it came at an esoteric cost—the loss of the innovative essence that initially defined and drove the company.

This gripping and meticulously researched exposé sheds light on the inner workings of one of the world's most secretive companies, offering a unique glimpse into the post-Jobs evolution of Apple. It raises profound questions about the price of progress and the balance between innovation and operational excellence. After Steve is an essential read for anyone interested in understanding the nuances that have shaped Apple’s journey post-Steve Jobs.