The evolution of Apple from Steve Jobs to Tim Cook

An apple It has risen to become the most valuable company in the world, and it has paid off as Steve Jobs built the tech giant and as former Chief Design Officer Jony Ive and current CEO Tim Cook Taking it to the next level.

That’s according to New York Times tech correspondent Tripp Mickle the book“After Steve: How Apple Became a Trillion Dollar Company and Lost Its Soul,” which gives a behind-the-scenes look An apple After Jobs’ death, he struggles through the career arcs of his top lieutenants.

After Steve: How Apple Became a Trillion Dollar Company and Lost Its Soul takes a behind-the-scenes look at Apple’s struggles after the death of Steve Jobs through the career paths of its top lieutenants: chief designer Joni Ive and CEO Tim Cooks.

Michael spoke with more than 200 current and former Apple CEOs and employees, as well as key figures in Apple’s history, such as Trump administration officials and cultural influencers, to explain how the company’s accomplishments came at great costs. The book raises the philosophical question of whether corporations should be places where art leads to commerce or where commerce dictates art.

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Michael told FOX Business that one of the biggest points he learned while writing the book was how important Steve Jobs was to the success of the tech giant.

“Apple had to find a whole new way to do without Steve Jobs because he was literally at the crossroads, like spokes on the wheel, for everything they did, and they deserve credit for discovering that and excelling in the way they did,” he said. “But by the same token, since Jobs was so pivotal in driving the product, no one else showed up to fill his shoes. Jony Ive did it during the Apple Watch, and it raises the question of how long they can stay on their existing product lines and how they introduce another revolutionary device. ?”

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Apple CEO, Steve Jobs, delivers a keynote speech at Macworld Expo 2005 on January 11, 2005 in San Francisco, California. | Getty Images

Since Jobs’ death in October 2011, Michael says Apple has become a reflection of CEO Tim Cook, with increased focus on concerns such as cost and operational efficiency over the past decade.

“Steve Jobs was driven by intuition and instinct and made decisions quickly and largely based on his own tastes, whether those tastes were his sensibilities about software or some kind of aesthetic sensibilities, which increased compared to others,” he notes. “Tim Cook is someone who feels really comfortable living in spreadsheets. He really focuses on numbers. He tends to analyze things and think about them deeply before making decisions. So I’ve gone from someone who makes bold decisions to someone who prefers method over magic.”

As of Friday’s close, Apple’s market capitalization is $2.2 trillion. According to data from Dow Jones Markets, Apple stock is up 918.51% on a price return basis and 1,091.35% on a total return basis since Jobs’ death.

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Going forward, Michael believes that Apple’s biggest challenge is its continued dependence on China.

“We’ve seen that escalate over and over again over the past five years,” he points out. “We saw it happen when COVID first started and factories closed and Apple had to lower its guidelines because they wouldn’t be able to make the devices they needed because they depended heavily on manufacturing facilities in China to do that. We’re seeing that again now.”

Like its competitors, Apple is also facing ongoing supply chain disruptions and inflation approaching its highest level in 40 years. However, Mikkel noted, Apple has beaten its peers when it comes to securing and negotiating favorable prices for components to manufacture its products.

“This comes with its ability to meet demand, for example, last year’s Mac computer line at a time when some of its peers were struggling to get chips to make laptops,” he adds.

Apple also encounters a file Pushing the growing unions among retail workers. Although Meckel acknowledged the challenges posed by the movement, he said it was “somewhat silent” due to Apple’s shift to digital sales and support for its products.

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Ultimately, Mikhel hopes readers will learn about the ongoing tension within Apple to balance the creative and financial aspects of the business as it continues to grow and consumers enjoy the products.

He stressed that “there is no right or easy answer to some kind of management of these tensions.” “Those are the two things that have to work together to make the products that Apple has had over the years.”

After Steve: How Apple Became a Trillion Dollar Company and Lost Its Soul Sell ​​now.