After Steve examines the tensions that led to Jony Ive’s departure from Apple

Trip Michael, a tech reporter who recently moved from The Wall Street Journal to New York timesa new book on Apple this week titled “After Steve: How Apple Became a Trillion Dollar Company and Lost Its Soul,” an excerpt from the book was shared today that offers a look at the tensions between Tim Cook and Joni Eve that ultimately led to Eve’s departure.


The main anecdotes in the piece focus on the Apple Watch, which I wanted to be a fashionable accessory launched with every runway display complete with a $25 million white tent. Apple’s marketing team questioned the expense and focus on fashion, preferring a more traditional introduction focused on the capabilities of the Apple Watch.

While Cook eventually sided with Ive on the fashion-oriented introduction, sources interviewed for the book suggest that it was the beginning of the end of Ive’s time at Apple.

To many, Mr. Cook’s approval seemed like a win for Mr. Eve. But the designer later recast it as an expensive victory. He was telling colleagues that the controversy over the event and the larger conflict around the marketing of the watch were among the first moments he felt unsupported at Apple.

As the Apple Watch was pivotal to becoming a fitness-oriented device with broad retail distribution, Ive reportedly began to resent the “rise of operational leaders” within the company and an increased focus on services rather than hardware, eventually moving from Apple to found his own design company. , Lovefrom.

The article goes into more detail about Eve’s early days at Apple, his relationship with Steve Jobs, and additional tales of Eve’s development after Jobs’ death.

Without Mr. Jobs, he would have taken on much of the responsibility for product design and marketing. People close to Yves said he found it difficult to fight with colleagues over a promotion and became overwhelmed with managing a staff that spanned hundreds of the 20-person design team he had run for years.

Cook and Eve eventually agreed on a chief design officer role for Ive that would see him take over the day-to-day management of the design group and transition into a part-time role focused on product development.

Eve’s involvement and presence waned with his new role, as I’m said to often go weeks without thinking about the work going on in the team. The report includes an anecdote from the iPhone X development process when I called an important product review meeting that ended up being nearly three hours late and ultimately ended without any final decisions being made.

In Eve’s absence, Apple continued to focus more on services while Ein Cook’s operational efficiency developed the company further. With Apple Park essentially ending in the middle of 2019, Ive decided it was time to move on.

Few know the full extent of Mr. Eve’s battles. Few were aware of his clash with Apple’s financial team. Few understood how draining it was to fight over the marketing of the watch, a product that has increased sales over time and become the basis of the company’s $38 billion wearables business. However, many can perceive the difficulty of updating the company’s iPhone, iPad, and Mac devices annually.

For review after steve by New York times He is praised for Meckel’s comprehensive efforts to interview more than 200 past and current employees and consultants. However, it does have an issue with Mikel’s finale that blames Cook for being “a recluse and unknown, bad partner to Ive” and largely responsible for Apple’s failure to launch another iPhone-wide product. The review argues that the “iPhone” was a unique opportunity as evidenced by the fact that the Jobs-Ive partnership yielded nothing else of this magnitude, either before or after.

“After Steve” came out this Tuesday, May 3 in the US and is available at Amazon and other retailers.

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