Apple’s performance has been impressive since Tim Cook became CEO. The company reached new heights, selling more iPhones, Macs and Apple Watches. The company has done what many thought was impossible — continued to grow. But at what cost? A new report details the day that marked the end of an era and changed Apple forever.
On June 27, 2019, Apple announced that Jony Ive, its chief design officer, was leaving. I have been with the company for 27 years. For many, this is shocking. Over the past few decades, Ive has become synonymous with company design because its products look stylish and appealing. There isn’t any noticeable friction, but behind the curtain, Apple and Ive have reached a tipping point. It’s time for a change.
Tripp Mickle writes “After Steve: How Apple Became a Trillion Dollar Company and Lost Its Soul,” exploring what went wrong at Apple, and its partners for decades How relationships have soured. Interestingly, the Apple Watch seems to be a point of contention. Ive wanted a grand unveiling that required a tent, removal of trees, and a cost of $25 million. For Ive, bringing the Apple Watch to the world came at a price. This is the right way – the only way.
“After two years of development, thousands of engineering hours and countless days wrestling with the softness of leather and the strength of gold for Apple’s bold new product, the company’s head of design, Jony Ive, was thrust into a high-level debate about the most pristine. Risk Debate Concerns: A Tent.”
After Steve: How Apple became a trillion-dollar company and lost its soul, Tripp Mickle
Under Cook, Apple will change, become leaner and shift its focus to profits. It’s not for Ive, the two have different philosophies and it’s starting to pay off. Of course, there are more stories. If you want the full in-depth reading, you’ll have to pick up the book, “After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul,” or read the adaptation in the source link below.
Source: The New York Times