But at the end of 2011 Steve Jobs died.
The question that no one dared asked was a simple one? Could the company survive without the driven, intense industrial genius who created it?
In this brilliant, forensically argued essay, business writer and technology entrepreneur Paul Tuner argues that it cannot.
Some companies create a new system for making things – and they can endure for decades after the founder has died. But others rest on the brilliance and creativity of a single individual – and they can’t survive their passing.
Apple depended completely on Jobs.
It will go from insanely great to insanely doomed.
Paul Turner is a business writer and technology entrepreneur.
Endeavour Press is the UK's largest independent publisher of digital books.