Tripp Mickle - After Steve

For my wife, Amanda,

and my parents, Marilynn and Russ

An institution is the lengthened shadow of one man.

Ralph Waldo Emerson

The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man.

George Bernard Shaw

Tim Cook: Chief Executive Officer (2011present), Senior Vice President for Worldwide Operations, COO (19982011)

Jony Ive: Chief Design Officer (20152019), Senior Vice President of Design, member of design team (19922015)

EXECUTIVES

Angela Ahrendts: Senior Vice President, Retail (20142019)

Katie Cotton: Vice President of Worldwide Communications (19962014)

Eddy Cue: Senior Vice President, Services (2011present, joined Apple in 1989)

Steve Dowling: Vice President, Communications (20152019, joined Apple in 2003)

Tony Fadell: Senior Vice President, iPod Division (20052008, joined Apple in 2001)

Scott Forstall: Senior Vice President, iOS (20072012, joined Apple in 1997)

Greg Joswiak: Senior Vice President, Worldwide Marketing (2020present, joined Apple in 1986)

Luca Maestri: Senior Vice President and Chief Financial Officer (2014present, joined Apple in 2013)

Bob Mansfield: Senior Vice President, Hardware Engineering (20052012, joined Apple in 1999, remained as an adviser on future projects after 2012)

Deirdre OBrien: Senior Vice President, Retail + People (2019present, joined Apple in 1988)

Peter Oppenheimer: Senior Vice President and Chief Financial Officer (20042014, joined Apple in 1996)

Dan Riccio: Senior Vice President, Hardware Engineering (20122021, joined Apple in 1998)

Jon Rubinstein: Senior Vice President, Hardware Engineering and iPod Division (19972006)

Phil Schiller: Senior Vice President, Worldwide Marketing (19972020, joined Apple in 1987 and 1997)

Bruce Sewell: Senior Vice President and General Counsel (20092017)

Jeff Williams: Chief Operating Officer (2015present, joined Apple in 1998)

INDUSTRIAL DESIGN

Bart Andre: Designer (1992present)

Robert Brunner: Director of Industrial Design (19901996)

Danny Coster: Designer (19942016)

Daniele De Iuliis: Designer (19922018)

Julian Hnig: Designer (20102019)

Richard Howarth: Designer (1996present)

Duncan Kerr: Designer (1999present)

Marc Newson: Designer (20142019), LoveFrom (2019present)

Tim Parsey: Manager, Industrial Design Studio (19911996)

Doug Satzger: Designer (19962008)

Christopher Stringer: Designer (19952017)

Eugene Whang: Designer (19992021)

Rico Zorkendorfer: Designer (20032019)

SOFTWARE TEAM

Imran Chaudhri: Designer (19952016)

Greg Christie: Vice President, Human Interface Design (19962015)

Alan Dye: Vice President, Human Interface Design (2012present); Creative Director (20062012)

Henri Lamiraux: Vice President, Software Engineering (20092013, joined Apple in 1990)

Richard Williamson: Designer (20012012)

MARKETERS

Hiroki Asai: Vice President, Global Marketing Communications (20102016, joined Apple in 2000)

Paul Deneve: Sales & Marketing Manager, Apple Europe (19901997); Vice President, Special Projects (20132017)

Duncan Milner: Chief Creative Officer, TBWA\Media Arts Lab (20002016)

James Vincent: CEO, TBWA\Media Arts Lab; Managing Director, TBWA\Chiat\Day, Apple (20002006)

MUSIC MEN

Dr. Dre: Cofounder, Beats

Jimmy Iovine: Cofounder, Beats

Trent Reznor: Chief Creative Officer, Beats

Jeff Robbin: Vice President, Consumer Applications

ENGINEERS

Jeff Dauber: Engineer (19992014, Senior Director, Silicon, architecture and technologies)

Eugene Kim: Engineer (2001present, named Vice President, 2018)

OPERATIONS

Tony Blevins: Vice President, Procurement (~2000present)

Nick Forlenza: Vice President, Manufacturing Design (20022020)

SERVICES

Jamie Erlicht: Head of Worldwide Video (2017present)

Peter Stern: Vice President, Cloud Services (2016present)

Zack Van Amburg: Head of Worldwide Video (2017present)

BOARD OF DIRECTORS

James Bell (2015present)

Mickey Drexler (19992015)

Al Gore (2003present)

Bob Iger (20112019)

Susan Wagner (2014present)

FASHION

Andrew Bolton: Head Curator, Metropolitan Museum of Arts Costume Institute

Karl Lagerfeld: Designer

Anna Wintour: Editor in Chief, Vogue

COLLEAGUES

Martin Darbyshire: Cofounder & CEO, Tangerine

Jim Dawton: Designer, Tangerine, classmate at Newcastle Polytechnic

Clive Grinyer: Cofounder, Tangerine

Peter Phillips: Partner, Tangerine

PARENTS OF TIM COOK AND JONY IVE

Donald Cook

Geraldine Cook

Mike Ive

Pam Ive

The artist loitered in the dimly lit corridor of a San Jose theater, waiting for his cue. He knew his lines, understood what was expected. Knowing that others were studying him, he wore a face that betrayed nothing.

It was early June 2019, and Jony Ives presence was required at a product demonstration event after one of Apples annual gatherings, the ritual performances where the secretive company unveiled its newest wonders, all of which Ive had been instrumental in designing. Dressed rich casual in loose-fitting linen pants, a T-shirt, and a woven cardigan, he was fifty-two years old now and had nothing left to prove. It was no exaggeration to say that his way of seeing, his love of pure, simple lines, had already redrawn the world. Yet he was never satisfied with his own creations, noticing imperfections invisible to others such as a watch he considered a millimeter too thick or the infinitesimal gap where iPhone parts intersected. He saw poetry inside the machine. He found inspiration in the curve of flowers and the color of tropical waters. He considered imitation to be lazy theft, not flattery. When he stood among the members of his team, they felt as though any problem were solvable, any breakthrough possible.

Yet here he was, waiting like a bit player for his moment under the lights, passing time before an oak table that held a newly made Mac Pro. He knew its every detail. He had been in the studio as his design team had discussed the holes of deep-sea coral that brought ocean reefs to life. He had watched as that conversation helped create an aluminum computer frame with a series of overlapping holes that could breathe air and heat into and out of the machine. The result was a computer that looked unlike any other in the world.

Standing before his latest marvel, Ive looked bored.

Then a buzz rippled from the theaters entryway. Tim Cook, Apples chief executive officer, strode into the room flanked by incoming CBS Evening News host Norah ODonnell. Journalists and photographers backpedaled before him with boom microphones and cameras capturing his every move. The fifty-eight-year-old Cook was trim and muscular, the product of predawn workouts and a lifelong diet of grilled chicken and steamed vegetables. He had been at the helm of the worlds largest publicly traded company for nearly a decade, overseeing a period of tremendous revenue growth that had lifted its valuation to $1 trillion. His ascent to that corporate pinnacle was a remarkable journey for the product of a small Alabama town, where a future managing a Dennys would have been more probable than a rise to become one of the worlds most admired CEOs.

In many ways, Cook was Ives opposite. He had risen through the ranks from the supply side of the company. His gift was not the creation of new products. Instead, he had invented countless ways to maximize margins, squeezing some suppliers and persuading others to build factories the size of cities to churn out more units. He considered inventory evil. He knew how to make subordinates sweat with withering questions. Though he had started as a wizard of spreadsheets, he was rapidly distinguishing himself as a master politician who had forged global alliances with the presidents of both the United States and the Peoples Republic of China. A single sentence from his mouth could send the worlds stock markets into free fall.