The new agreement freed Yves from a regular business trip to the company’s Cupertino offices. It has changed from almost daily product reviews to an irregular schedule as the weeks pass weightlessly. Sometimes in the studio, word spread about his unexpected arrival at the office. The group compared the moments that followed to the old footage of the stock market crash of the 1920s, when papers were thrown into the air and people ran in rage to prepare for its arrival.
As the 10th anniversary of the iPhone awaited on Wall Street in early 2017, Eve invited the company’s best software designers to San Francisco for a product review. A team of about 20 arrived at the city’s exclusive The Battery Club and began publishing 11 “x 17” prints of design ideas in the club’s fence. They needed Mr. Eve’s first full-screen iPhone for many features.
That day they waited nearly three hours for Mr. Aatto. When he finally arrived, he did not apologize. Read the literature and give feedback. So he left without making any final decisions. While the work was at a standstill, many wondered: how did it end up at this point?
Mr. Eve, Mr. Cook began to shape the company into his own image. Former CEO of the company, Mickey Drexler, a talented marketer who built Gap and J. Crew, has been replaced by James Bell, a former CFO of Boeing. Mr. Eve was furious that the left-wing CEO replaced one of the few righteous government leaders. He complained to his colleague, “He is one of those accountants.”
Mr. Cook also encouraged the company’s financial management, which began auditing outside contractors. At one point, the district rejected a legal bill filed by Foster + Partners, an architectural firm that has worked closely with Yves to complete the company’s new $ 5 billion Apple Park campus.
In the midst of these struggles, Cook began to expand Apple’s strategy to sell more services. During the company’s 2017 retreat, Eve stepped out of the fresh air when Apple’s newcomer Peter Stern introduced himself to the company’s top executives. Stern clicked on a slide in the X-shaped chart, where Apple’s profit margins in iPhone, iPad and Mac sales fell, while profit margins increased in sales of software and services such as iCloud storage.
The show shocked some viewers. He envisions a future where Eve – and the company’s business as a producer – would be less important, and Cook’s growing focus on services like Apple Music and iCloud would be even more important.