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

by Tripp Mickle

The iPhone followed in 2007, introducing a touch-screen system that changed communication and became one of the best-selling products in history.

his occasionally caustic demeanor.

Eventually, they put salespeople in charge and prioritized how much they sold instead of what they sold.

in a group of Renaissance men devoted to art and invention.

If the past was prologue to the future,

he considered Ive to be his finest creation.

ideas were fragile, tentative things that came at unexpected times from unknown places. Rising up out of the ether, they initially seem obvious and brilliant but can quickly be deemed impossible, squashed by the recognition of some insurmountable hurdle that could prevent them from becoming a reality.

And just like that, the watch birthed another wearable product.

The camera design took more than nine months and required 561 different models before Ive was satisfied. Apple estimated that fifty-five engineers had spent a combined 2,100 hours on it.

thirty pieces of silicon.

there was a parallel between the clock in a town square being miniaturized into a wristwatch and mainframe computers being miniaturized into smartphones.

a deal for an established brand or product would allow Apple to add the sales of another company to its balance sheet and relieve pressure for growth.

It was the largest album release of all time.

“We pave the sunlit path toward justice together, brick by brick,”

A machine cut it from a solid block of gold, creating a shimmering shower of gold flecks

“analysis paralysis.”

an endeavor considered to be as complex as NASA’s journey to the moon.

like Jobs, Ive refused to put a dollar sign on good taste.

the practitioners of both disciplines poured untold hours into making something destined for obsolescence.

the poetic possibilities of the machine,”

art should lead commerce, not the other way around.

diamond-embossed

everyone knew that Jobs would never return,

a lighting system that would mirror the hours of the day, warming the wintry scene with bright light at noon before declining and fading into twinkling starlight at night.

China’s shuijun, or “water army,”

“When you do things from your soul, you feel a river moving in you, a joy.”

the latest iMac design had a long neck and swivel screen inspired by the flowers.”

There were no Apple products on it.

somehow in the act of making something with a great deal of care and love, something is transmitted there.

it’s a way of expressing to the rest of our species our deep appreciation.

Staff began calling the stickers “Jony’s tears.”

Though it was a year old, the ring of glass was still being treated like the eighth wonder of the world.

The onetime student had become the master.

Ive’s aesthetic sensibilities heightened society’s appreciation of design language.

the principle of simplicity and the value of material

a devotion to design unrivaled in corporate America.

a firmament of white,

tetrachromats,