Mikel creates a dense, grainy 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 2010. Ive, long after being knighted, becomes increasingly fascinated by opportunities outside of Applea museum exhibit, a charity auction, an immersive Christmas tree installationand goes part-time in 2015. Realizing it’s worse than Ive being present or absent altogether, Cook persuades him to come back, but his heart is clearly not in him. Finally, in 2019, I’ve left for good.
In the epilogue, Mickle left his reporter’s troop on the sharing of responsibility for the firm’s failure to launch another transformational product. Cook is blamed for being aloof and oblivious, a bad fellow for Ive, “an artist who wanted to bring empathy to every product.” I’ve also been asked to “take responsibility for the burden of software design and management that he soon came to despise.” By the end, it’s clear the understanding that both missed their chance to make a worthy successor to the iPhone.
This is also Hui, and the best evidence for this is the last 400 pages. It’s true that after Jobs’ death, Apple didn’t make any other device as important as the iPhone, but Apple didn’t make any other device that was as important. before this He or she died. It is also true that Cook did not take on the role of CEO like Jobs did, but no one ever thought he could, including Jobs, who advised Cook on his deathbed to never ask what Steve would do. : “Just do what’s right.”
Ive and Cook wanted another iPhone, but, as Mickle’s detailed reporting makes clear, no other such device was to be built. Self-driving cars were too tough, health equipment was also regulated, television was protected in ways that music wasn’t, and even earbuds and watches, the devices they actually shipped Were, peripherally, technically and conceptually, Apple’s biggest product ever.
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