A new book is coming out tomorrow, which I have already pre-ordered on Audible called: “After Steve How Apple Became a Trillion-Dollar Company and Lost Its Soul” by Tripp Mickle. There is a really interesting article in NYT based on this book written by the author.
Amid those struggles, Mr. Cook began to broaden Apple’s strategy into selling more services. During a corporate retreat in 2017, Mr. Ive stepped outside to get fresh air when a newcomer to Apple named Peter Stern stepped before the company’s top leaders. Mr. Stern clicked to a slide of an X-shaped chart that showed Apple’s profit margins from sales of iPhones, iPads and Macs declining while profit margins rose from sales of software and services like its iCloud storage. The presentation alarmed some people in the audience. It depicted a future in which Mr. Ive — and the company’s business as a product maker — would matter less and Mr. Cook’s increasing emphasis on services, like Apple Music and iCloud, would matter more.
From the Wall Street Journal’s 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.