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On May 3, After Steve: How Apple Became a Trillion Dollar Company and Lost Its Soul, written by The New York Times journalist Tripp Mickle, is released in the US. It pays a lot of attention to the tense relationship between Tim Cook and Jony Ive.
In particular, the designer wanted to make the Apple Watch a fashion accessory. The marketing team was once morest it. Cook sided with Quince.
It seemed to many that Ive won, but this was one of the first moments when he did not feel supported within the company. In the future, he did not like that Apple began to focus more on services, and not on devices.
