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Steve Jobs builds a tech giant and becomes the most valuable company in the world when former CEO Johnny Ive and current CEO Tim Cook take it to the next level Apple’s climb for the fruit has come to fruition.
This is the posthumous Apple struggle throughout Jobs’ career, according to Tripp Mickle’s new book, “After Steve: How Apple Became a $ 1 Trillion Company and Lost Its Soul,” by Tripp Mickle, a technical reporter at the New York Times. Behind the scenes is the arc of his top lieutenant.
In “After Steve: How Apple Became a $ 1 Trillion Company and Lost Its Soul”, CEO Johnny Ive and CEO Tim’s Career Ark after Steve Jobs’ death Introducing behind the scenes of Apple’s fight. cooking.
Mikuru talks to more than 200 current and former Apple executives and employees, as well as key figures in Apple history such as Trump administration officials and cultural influences, and how much the company’s performance is sacrificed. Explained if you paid. This book raises the philosophical question of whether a company should be a place where art leads to commerce or where commerce determines art.
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Mikuru told FOX Business that one of the biggest things 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 operate without Steve Jobs, because he was literally at the crossroads for everything they did, like the spokes on a wheel. I did. ” “But likewise, Jobs was the driving center of the product, so no one else appeared to fill his shoes. Johnny Ive did it during the Apple Watch, and it It raises the question of how long they can survive on an existing product line, and how do they offer another innovative device? “
Apple CEO Steve Jobs will give a keynote speech at the 2005 Macworld Expo in San Francisco, CA on January 11, 2005. Getty Images
Since Jobs’ death in October 2011, Mickle says Apple has become more and more focused on concerns such as cost and operational efficiency over the last decade, reflecting CEO Tim Cook.
“Steve Jobs is driven by instinct and instinct, whether it’s his sense of software or his kind of aesthetic that is enhanced compared to others, swift and great based on his own tastes. The part made the decision, “he said. “Tim Cook is a very comfortable person to live in spreadsheets. He puts a lot of emphasis on numbers. He tends to analyze and ponder things before making a decision. Therefore, you have changed from being a visceral decision maker to being a favorite. Ways over magic. “
| Ticker | safety | last | Change | change % |
|---|---|---|---|---|
| AAPL | Apple. | 147.96 | -0.75 | -0.50% |
As of the end of Friday, Apple has a market capitalization of $ 2.2 trillion. According to Dow Jones Markets data, Apple’s share price rose 918.51% on a price return basis and 1,091.35% on a total return basis after Jobs’ death.
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Going forward, Mickle believes Apple’s biggest challenge is its continued reliance on China.
“I’ve seen that flare up over and over again over the last five years,” he points out. “COVID started first, the factory was closed, and Apple was so dependent on manufacturing facilities in China that it couldn’t manufacture the devices it needed, so we needed to significantly reduce guidance.” Now I’m looking at it again. “
Like its competitors, Apple faces ongoing supply chain disruptions and high levels of inflation for nearly 40 years. However, Mickle pointed out that Apple has beaten its peers in securing and negotiating favorable prices for components to manufacture its products.
“It came about with the ability to meet demand, like the Mac computer line last year when some peers were having a hard time getting chips to make laptops,” he adds. rice field.
Apple is also facing an increasing push for unionization among retail workers. Mickle acknowledged the challenges posed by the move, but said they were “slightly modest” as Apple moved to digital sales and support for its products.
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Ultimately, Mickle reads Apple’s ongoing tensions to balance the creative and financial aspects of the business for Apple to navigate growth and make consumers enjoy the product. Hope to recognize.
“There is no right or easy answer to manage these tensions,” he emphasized. “These are two things that Apple has to work with to create a product that has been around for many years.”
“After Steve: How Apple Became a $ 1 Trillion Company and Lost Its Soul” is now on sale.