Steve Jobs passed away, leaving behind a company at the height of success and optimism, but then differences in vision arose between Joni Ive, design director, and Tim Cook, CEO, and this eventually led to Eva’s departure and a change in direction. . of a company that continued to make large profits, but in modified ways.
And the New York Times says in this report by writer Clay Shirky that Apple launched between 2001 and 2010 a group of products that changed the face of the global electronics market, such as the iPod and iPhone, and MacBook Air and iPad tablet computers.
Among these products, “iPhone” was the most important. Its clear superiority forced the remaining companies selling expensive phones to imitate Apple’s design, or face the risk of extinction, which has been exposed to Nokia, BlackBerry and Palm. for example ..
In 2010, Apple had sealed an extraordinary decade, setting records in device refurbishment more than any other electronics company, and it has not even been repeated in the history of the company itself.
But in early 2011, Steve Jobs, Apple co-founder, who is described as the soul of the company, died, leaving things in the hands of the duo: Johnny Ive, the British-born stylist and scientist, and Tim Cook. , who grew up in Alabama and became the brain after the elimination of supply chains and the cost of production.
New York Times writer and reporter Trip Meckel published a book called “After Steve,” which covers the careers of Eva and Cook, and how both have changed and the face of the company over the years.
This book traces the development and completion of the partnership between Eva and Kuk, based on more than 200 press interviews with former employees and consultants of the company, as well as information about the two characters.
This was the only option for the author of the book, as Apple is controlled by the “Omrta culture” (law of silence) known to the mafia, which forbids talking to the press and outside parties even when there is disagreement.
The writer says the two men helped save Apple from drowning in the 1990s, as Eva was involved early in overseeing the design of a new product line for color and shape computers, so Jobs described that computer as ” it seems to be from another planet, a good planet on it. “
In 1998, Jobs decided to hire Cook to restructure production lines that suffered from inefficiencies. This man had previously worked with Compaq, and was known as very demanding and detail-oriented, and immediately increased the number of production phase controls from 25 to 100 per year, putting great stress on employees.
Cook was also demanding and embarrassed with colleagues and outside suppliers, finding the slightest flaw in a product and talking about it boldly, sometimes bluntly.
But according to the writer, this quest for perfection was not enough to create a great new product. After the death of Steve Jobs, clouds of doubt and uncertainty came to Apple and everyone wondered about the next product that would dominate the market.
Opinions were divided between home automation, or the development of medical care equipment, self-driving cars, televisions or headphones. But during Eva’s remaining stay in the company, Apple’s biggest focus was on one product, the Apple Watch.
The writer adds that Eva has been a key figure in product design for years, and he was after spending a lot of money on the Apple Watch, which was supposed to be sold in the luxury category, and supplied with leather from Europe. using 18 carat gold link.
But as events unfolded in the company, it became clear that this watch would not be a new revolution in the world of electronics. Despite the reduction in the cost and price of their production and all the advertising that accompanied them, these watches did not reach the expected sales and the company entered a negative spiral.
During Eva’s work on this project, Cook was also facing his share of difficulties. He was summoned before Congress to be questioned about the taxes and had to apologize for the poor performance of Apple Maps, rival Samsung Galaxy phone was making an amazing increase and China Mobile became the Chinese company Are you interested to sell iPhone?
The author of the book believes that the various successes and shocks that Apple eventually experienced led to its transformation from a company built on Eve’s successes at the beginning of the millennium into a fully affiliated company with Cook in the second decade and its transformation. from a company looking for a new innovation that mimics the iPhone to a service company that achieves growing profits. A variety of digital services.
Eve then became interested in opportunities outside of Apple, such as museum galleries and charity auctions, and has been working at Apple part-time since the beginning of 2015 and after 4 years in this system, in 2019 decided to leave forever.
Observers of the company situation believe that both men have suffered from great pressure due to the inability to release another product as big as the iPhone.
Self-driving cars were very difficult to develop, the medical equipment sector was subject to strict government restrictions, television broadcasting was also subject to strict protection laws, and headphones and watches are marginal products that do not meet the size of aspirations. of the company. .
The author of the book believes that the summary of this story lies in the ongoing differences since Steve Jobs’s departure between strategy and fate, as companies sometimes make history, but not always the way they want.
What happened after Jobs’s departure is a fundamental change in vision. Cook saw that the most important opportunity for Apple’s future are services such as iCloud, Apple Music and the Apple Store, and that this reality needs to be adapted.
On the other hand, Eva has lived in the past, looking for a new innovation with the greatness of the iPhone and thinking about managing the company in the way of Steve Jobs, at a time when all circumstances have changed.