After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul (Hardcover)

After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul By Tripp Mickle Cover Image
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From the New York Times' 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 $2 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.

About the Author

Tripp Mickle is a technology reporter for The New York Times covering Apple. He previously covered the company for the Wall Street Journal, where he also wrote about Google and other Silicon Valley giants. He has appeared on CNBC and NPR, and previously worked as a sportswriter. He lives with his wife and German shorthaired pointer in San Francisco. 

Praise For…

“Mickle penetrates the veil of secrecy shrouding one of the great dramas of modern business history: how Apple not only survived but thrived after the death of its brilliant, charismatic founder—and at what personal cost to his successors, Tim Cook and Jony Ive. After Steve is both a feat of reporting on what may be the most secretive company in the world and a gripping narrative that brings readers inside the “Spaceship,” Apple’s futuristic headquarters.” — James B. Stewart, author of New York Times bestsellers Den of Thieves, Blood Sport, and DisneyWar

“Pulls off the rare feat of illuminating Apple's spiritual misdirections through the life and times of Jony Ive before and after Steve Jobs's death. This extraordinary book has a lot of heart, but also lessons on how a visionary company can lose its soul in search of even greater profits." — Bradley Hope, co-author of the New York Times bestseller Billion Dollar Whale

“Mickle pierced Apple's culture of omerta' to deliver an intimate portrait of how Steve Jobs's top disciples -- Tim Cook, the inscrutable operator, and Jony Ive, the passionate artist -- grappled with the loss of their master and their own differences to bring his creation to unprecedented success.” — Sara Gay Forden, author of House of Gucci and editor at Bloomberg News, leading tech policy coverage

“It is just over a decade since Steve Jobs died but it seems like a century for Apple. Mickle's reportorial rigor breathes life into the dramas, personalities and events that shaped the era.”
Michael Moritz, partner at Sequoia Capital and author of The Little Kingdom

“A fascinating look at Apple in the post-Jobs era. Mickle highlights the link between professional dynamics and personal relationships and how large-cap companies need different skills as they scale. A master class in how creatives and operators work together to build value.”
Scott Galloway, best-selling author of The Four and Post Corona

“Mickle brings to life how Steve Jobs's successor, Tim Cook, for all his seemingly robotic demeanor, confronts a great many challenges that evaded Apple's founder -- including an increasingly hostile U.S.-China relationship. He examines in unprecedented detail the struggle faced by Cook in meeting competing demands from the two superpowers, and illuminates an issue that will come to define both the business and political world for many years to come.” — Lingling Wei, author of Superpower Showdown

“A thrilling account of the characters, intrigues, and decisions that drove Apple to become the world’s most valuable corporation. After Steve is sure to become the definitive account of the post-Jobs era at Apple.” — Bhu Srinivasan, author of Americana, Named a Best Book of 2017 by The Economist

“An engrossing narrative that’s impressively reported — a true journalistic achievement in light of Apple’s culture of secrecy — After Steve takes readers deep inside the monolithic company.” — Washington Post

“Mickle builds a dense, granular mosaic of the firm’s trials and triumphs, showing us how Apple, built on Ive’s successes in the 2000s, became Cook’s company in the 2010s. The book is an amazingly detailed portrait of the permanent tension between strategy and luck: Companies make their own history, but they do not make it as they please.” — New York Times

“A dynamic, eye-opening debut… Tech enthusiasts will find this meticulously researched report great fodder for debate on the future of Apple as a tech leader. A focused, perceptive assessment of the evolution of Apple’s alchemy.” — Kirkus Reviews

"[An] insightful debut, an unsparing take on the company’s post–Steve Jobs era.…There has been plenty written about Jobs and Apple; this sets itself apart with its shrewd look at how and why the company’s culture shifted. Apple devotees and skeptics alike will find much to consider." — Publishers Weekly

“Mickle’s reporting is tremendous: He documents the life stories of both men and goes super deep on how they carried on at Apple post-Steve.”

Product Details
ISBN: 9780063009813
ISBN-10: 0063009811
Publisher: William Morrow
Publication Date: May 3rd, 2022
Pages: 512
Language: English

How to read more
( Birmingham Museums Trust’s Digital Image Resource shares thousands of images that span decades of Birminghams vibrant past)

How To Read More

If you love reading, but for some reason you read less and less, know that everything is fine. It happens.
Our lives today have so many things that distract us - how can we not put books away when all these movies, TV shows, YouTube videos, social networks and endless surfing in online stores are around ...
Yes, it's really hard to resist, but you certainly can!

In this article, we want to share with you some tips to read more often and more successfully.
These are some notes and some practices that we have collected for our SUNDOG BOOKS readers club.
And maybe it will bring more books into your life!

Why do we want/need to read more?

To start reading more, you have to understand why you need it.
And you will be surprised, but your goals can be quite varied:

- for work
If you read a lot on duty, then you definitely need to speed up the process. The logic here is simple: read faster → work faster → more time for books for yourself.

- for education
you need this for your educational career or sometimes you just want to read to learn. And, with all the new alternative ways to gain knowledge (podcasts, online courses and videos), the book still does an excellent job of this task too.

- for self-development
all exercises for increasing speed, one way or another, improve cognition and memory.

- for fun
because good books always = fun!

Book lovers have an additional special goal for reading more often. If you love literature, you will understand what we mean: you want to catch everything - to follow modern literature, and not forget about the classics, look into non-fiction and children's publications. And there’s so much you want to reread! The goals are ambitious, but attainable if you read a lot.


And so - How to read more:
We will tell you about the methods that we use ourselves. Perhaps some will suit you as well.


15 minutes a day

You've probably already heard this rule: if you want to start a healthy habit, devote 15 minutes a day to it. Once upon a time, we all read irregularly, in jumps and starts. Sometimes we cannot open a book we have begun weeks ago. Therefore, you should decide to create a rule: devote at least 15 minutes a day to reading. Try reading before bed, or maybe during lunchtime, or even when you are having your morning coffee.

You will see progress immediately. You will notice that almost always your 15 minutes will grow into half an hour or more. But the most remarkable thing is that in three weeks your hands themselves will be looking for a book.


50 First Pages
This method advises - If the book hasn't hooked you from the first 50 pages, put it aside! Life is too short to read uninteresting books.

It is necessary to change the approach to books. At first it will be hard for you to stop and put the book down. Even if we put the book away, it will seem to reproach us from the shelf, mocking us as quitters. But in the end we should come to one simple thought: if it doesn’t hook your attention, you should not force yourself to read it.

***Fifty pages is not a bad test. Not the most objective, but definitely effective. It helps to determine whether it interests you or not, and whether to spend time on things that do not excite.


Reader's Diary

This should be used to improve the quality of reading - to make it more conscious. For starters, it can be a simple notebook with headings:

  • Author
  • Year of publication
  • Main characters
  • Scene
  • Plot
  • Theme
  • Quotes

And, yes, a reader's diary is not a thing about quantity, but about quality. But, it can also motivate. When you open your diary and start looking at quotes (especially quotes), you immediately really want to read.


Maybe a Book Bet?
Several people can participate. Members of the betting group can come from friends, family, and also your colleagues. And of course you can set your own rules for participation, but we'll give you a simple example:

Everyone in the group should read and review a book over the course of a month with weekly updates. Anyone who does not finish a review buys the book for all other participants for the next month.


Speed Reading

Another effective way to increase the amount you read is speed reading. The logic here is simple - the faster you read, the more books you can enjoy.

*There are many online courses on speed reading, and you can also study on your own using instructional books. But, it is worth noting that this is a serious learning process that will require some effort on your part.



Reading every day is quite attainable, the main thing is to try to make it a habit.
Sometimes, instead of heading for Facebook, try opening a book and soon you won’t even remember why you needed to wander around social media.
And also - don't forget about audiobooks. They are a cool way to take the load off your eyes sometimes and just immerse yourself in the story. Some books are really strong in voice acting.


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