After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul

by Tripp Mickle

the watch from fashion to fitness. FitBit’s sales were booming behind its emphasis on tracking people’s exercise. It showed that there was an appetite among users for devices that supported workouts. Apple needed to move its emphasis on the watch from runways to running. The new strategy gradually took shape. The company’s product marketing team would work with Nike to develop a co-branded watch that would provide a fitness halo for the entire product, and Iovine would work to get the watch onto the wrists of athletes such as tennis star Serena Williams. “All you gotta do is get Serena to wear it,” Iovine said. The group agreed that fitness was in and fashion was out. Ive wasn’t there to object.