After Steve
If the critics are to be believed, Steve Jobs has turned over in his grave thousands of times. Still, Apple is doing better than ever: the company is leading the way in the tech world and the money is pouring in. Still, according to author Tripp Mickle, something is missing. In 512 pages, Mickle explains what's going on and the subtitle of the book says it all: “How Apple Became a Trillion-Dollar Company and Lost Its Soul”. Apple has no soul anymore.
It promises to be a real page turner and will be released on May 3. You can already pre-order now if you want to be first in line. Tripp Mickle works at the Wall Street Journal and has been following Apple for several years. He spoke with more than 200 past and current Apple employees and key figures in Apple history. Mickle Promises “The Dramatic, Untold Story” about Apple after the death of Steve Jobs. He was succeeded by his two top lieutenants: designer Jony Ive and operations manager Tim Cook. And as Ive faded from view, Cook rose to prominence, leaving Apple a soulless company. How could this happen.
Steve Jobs mentioned his spiritual partner at Apple Iony I After the death, Ive struggled with his grief and is said to have thrown himself into his work. He went into designing the Apple Watch and Apple headquarters, only to lose his motivation. Apple is more concerned with margins than with inspiration and innovation. That has not done the company any harm. But has it also become more fun?
After reading the back cover of the book it is already clear what the answer is. But if you still want to read it all for yourself, you can place a pre-order here.
A lot of books about Apple have already been published and there are even several Steve Jobs films. This one takes a different tack. If you're more of a fan of the current CEO, there's a Tim Cook biography that takes a slightly more positive view of the current state of the company.