From the Wall Street Journal's Tripp Mickle, this dramatic, untold story explores Apple after Steve Jobs, focusing on his top lieutenants, Jony Ive and Tim Cook, and how their contrasting paths led to a loss of the company's soul. Jony Ive, Jobs's "spiritual partner," was the creative force behind iconic products like the iPod and iPhone. Following Jobs's death, he struggled with grief and initially channeled his energy into designing the new Apple headquarters and the Watch. However, as Apple shifted its focus from inspiration to profit margins, Ive's motivation waned. In contrast, Tim Cook, who rose from a small Alabama town, excelled in maximizing margins rather than creating new products. Appointed by Jobs as his successor, Cook oversaw a period of significant revenue growth, elevating Apple's valuation to $3 trillion. He established a strong presence in China and became a political master, capable of influencing global markets with his words. Mickle interviewed over 200 current and former Apple executives, revealing that the company's success came at a cost: a decline in innovation. Ive's departure in 2019 symbolized Apple's transformation from a hub of creativity to one focused on operational excellence, ultimately resulting in a loss of its innovative spirit.
