WHEN STEVE JOBS died in 2011, many pundits said it was the end of Apple: in the popular imagination, Steve Jobs was Apple and Apple was Steve Jobs. Who could fill such iconic shoes? Tim Cook? But Apple’s logistics wizard is not a man you should underestimate, and under his watch Apple became a trillion–dollar company in 2018. It was Cook who turned Jobs’ ideas — the iPhone, the iPad, and projects begun during the Jobs era such as the Apple Watch — into globe–conquering successes.
But the question that dogged Apple from the day of his succession was simple: what would happen when Jobs’ ideas ran out? Those