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Mickle creates a dense, detailed mosaic of the company’s trials and victories, showing us how Apple, built on Ive’s successes in the 2000s, became Cook’s company in the 2010s. Long knighted, Ive is increasingly fascinated by opportunities outside of Apple (museum exhibit, charity auction, an immersive Christmas tree installation) and is going part-time in 2015. Realizing that this is worse than Ive being completely ready or absent, Cook convinces. He will come back, but obviously his heart is not involved in it. Finally, in 2019 Ive leaves for good.
In the epilogue, Mickle leaves his reporter’s platoon to the blame for the firm’s failure to launch another transformative product. Cook is accused of being aloof and obscure, a bad partner for Ive, “an artist who wants to bring empathy to every product.” Ive is also accused of assuming “responsibility for software design and management burdens, which he soon came to underestimate”. In the end, the feeling is palpable that the two missed a chance to create a worthy successor to the iPhone.
It’s also hilarious, and the best proof of that is the previous 400 pages. It is true that Apple did not produce any device as important as the iPhone after Jobs died, but Apple did not produce another device as important as the iPhone. former he died too. It’s also true that Cook didn’t play the CEO role like Jobs, but no one thought he could, including Jobs, who on his deathbed advised Cook never to ask what Steve would do: “Just do the right thing.”
Ive and Cook requested another iPhone, but as Mickle’s extensive report makes clear, no such device was made. Self-driving cars were very tough, health devices were very organized, the television was protected with no music, and even the headphones and watches they actually shipped were technically and conceptually peripheral to Apple’s biggest product.
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