Apple's Danger Was Never Being Late. It Was Being Early. | Apple: The First 50 Years by David Pogue

Apple just changed CEOs, and the new CEO's first keynote had a folding iPhone in it. Calm, orderly, almost boring. But in 2011, a dying Steve Jobs told Tim Cook that Apple had never once had a professional handoff at the top. So how did a company that kept blowing up its own leadership make it to fifty? David Pogue interviewed a hundred and fifty key players for Apple: The First 50 Years. One longtime executive sums it up: she worked at five companies, and they were all called Apple. In this video: why Steve Jobs wasn't Apple's first CEO; the Newton; Apple's near-bankruptcy; ARM and NeXT; the four-box grid; the App Store; Tim Cook's services boom; and Apple's AI challenge. This is my personal reading and commentary. The views are mine, not the author’s or publisher’s; illustrative footage does not depict the exact events. Book: Apple: The First 50 Years by David Pogue (Simon & Schuster, 2026). Music: 'Americana', 'Aretes', 'Clean Soul', 'Crusade - Heavy Industry', 'Deliberate Thought', 'Echoes of Time v2', 'Enchanted Journey', 'Impact Prelude', 'Lightless Dawn', 'Rising Tide' by Kevin MacLeod, CC BY 4.0, https://creativecommons.org/licenses/.... Additional music and SFX: Mixkit. Photos via Wikimedia Commons: Blake Patterson, MetalGearLiquid, ArnoldReinhold, Gage Skidmore, JD Lasica, Web Summit, Austin Community College, Christophe Licoppe, Tessa Bury, Amy Osborne/EU, Ben Stanfield, The wub, Rama & Musée Bolo, Timothy Colegrove, Sailko, Felix Winkelnkemper, Michael Hicks, Stephen Hackett, Andrew, Matt Buchanan, Vasonesiku, Pauli Rautakorpi, Chris Whytehead, Daniel L. Lu, Mathieu Thouvenin. CC BY and CC BY-SA variants as indicated in the production credits. Book cover shown for identification. #BookSummary #Apple #SteveJobs