Understanding Tripp Mickle's 'After Steve': A Critical Review
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The Author's Perspective
While I don't claim to be an authority on Apple, my journey with the brand began in 1981, when I learned coding on an Apple II. My connection with Apple continued as I followed its developments in the tech press while working on the StarLAN team at Bell Labs in 1985. However, during the early years, Apple was merely a curiosity for me. Even after Steve Jobs revitalized the company with groundbreaking products like the iMac, iPod, and iPhone, Apple's influence on my career as a software engineer remained minimal.
That changed in 2008 when Jobs announced that Apple would permit third-party applications on the iPhone. It quickly became evident that the App Store would be a monumental opportunity for software developers, reminiscent of the pivotal moment when IBM granted Microsoft the MS-DOS monopoly. Having previously succeeded with an MS-DOS-based network analyzer, I was eager to dive into this new landscape. Though I'm not an Apple expert, I have spent the last fifteen years focused on developing iOS applications and closely monitoring Apple's activities. When it was time to select a summer read, I found myself drawn to Tripp Mickle’s book, After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul.
Critical Reception of 'After Steve'
I wouldn’t say I was outright critical of the book, but I certainly had my reservations. The over-the-top prose was often off-putting, yet that was just one of the book’s shortcomings. Mickle seems intent on crafting a negative narrative about modern Apple, selectively choosing anecdotes that cast the company in a poor light. For instance, when discussing iPhone sales in 2018, Mickle claims that Apple had to reduce component orders and that the new iPhone models underperformed in China. While this sounds dire, it’s worth noting that iPhone sales actually increased in many other regions that year. Despite the downturn in China, global iPhone sales for 2018 saw a slight rise compared to the previous year. Mickle’s assertion that "The iPhone empire appeared to be collapsing" overlooks the fact that the book is copyrighted in 2022, yet fails to mention that iPhone sales reached record levels in 2021.
Overall, apart from a few chapters detailing the early days, the book primarily consists of questionable evidence exaggerated for effect. Even with its biased narrative, it struggles to substantiate its main argument that Apple has lost its essence. Mickle attempts to frame a conflict between Tim Cook and Jony Ive, portraying a divide between the "machine" and the "artist." However, he reports that the day after Jobs' passing, Cook convened the executive team in the boardroom at 1 Infinite Loop, ensuring them of his commitment to preserving the company’s core values and vision.
In Jobs' own words from his 2005 Stanford commencement address, he encouraged individuals to pursue their own paths rather than conform to others' expectations. This perspective resonates with Cook’s leadership style, which has focused on maintaining Apple’s foundational values.
The Sustaining Legacy of Apple
Today’s Apple may not mirror the company that Jobs led, but its foundational ethos remains intact. Jobs famously stated the desire to "make a dent in the universe," a mantra that emerged soon after the Macintosh's launch. His goal was never just to create market-dominating products, but to innovate and redefine entire categories, as seen with the Macintosh, iPod, iPhone, and iPad. The principles that drove those innovations are still evident in Apple Watch, CarPlay, and AirPods, and will undoubtedly influence upcoming projects such as the VR/AR headset and Apple Glasses.
Contrary to Mickle's portrayal, Jony Ive was not the heart of Apple. While undeniably a talented designer, he was no more the essence of Apple than Phil Schiller, Tony Fadell, or other notable contributors. The spirit of "making a dent in the universe," embodied by Steve Jobs, continues to thrive within Apple today, demonstrating that Steve Jobs' legacy is very much alive.
Before You Go
If you appreciate my insights, there's a wealth of content available on Medium, where I share more thoughts and stories. I recommend joining as a member for exclusive access. Also, if you’re curious about my experiences with StarLAN, Bell Labs, and the network analyzer that marked my early success, consider checking out my book.