The Next Big Idea The History and Future of Apple
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Apr 20, 2026 
David Pogue, journalist and tech author, traces Apple from hippie roots to a trillion-dollar powerhouse. He recounts Jobs’s radical reboot, the rise of the iPod and App Store, and Tim Cook’s chip and services strategy. They probe Apple’s cautious AI stance, Vision Pro and health ambitions, and who might succeed Cook. Short, lively takes on design, obsession, and Apple’s ecosystem power.
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Jobs Called To Defend iMovie's Simplification
- Steve Jobs personally phoned David Pogue to argue Apple knew user behavior better than reviewers when iMovie was simplified.
- Jobs insisted ordinary users only wanted simple clip-chopping and posting to YouTube, and he proved right.
Jobs' Superpower Was Taste Not Invention
- Jobs' talent was spotting promising tech and knowing when to perfect and ship it, not inventing every underlying idea.
- Examples include adopting existing ideas like the mouse, Wi‑Fi, and USB and refining them into joyful products.
Tim Cook's Innovation Came Through Chips And Services
- Under Tim Cook Apple shifted from hardware cadence to services and chip mastery as core innovations.
- Apple built its own high-efficiency chips and grew services to over $100B with 76% gross margin, boosting valuation.
