"Epilogue aside, the book is an amazingly detailed portrait of the permanent tension between strategy and luck: Companies make their own history, but they do not make it as they please. What happened after Steve was that Cook’s greatest opportunities were in Apple’s future, Ive’s in its past. When the Next Big Thing turned out to be services — iCloud, Apple Music, the App Store — built on top of the Last Big Thing, Cook adapted brilliantly. He took Jobs’s advice and did what was right, but in ways that put less of a premium on the kind of work Ive was best at. The moral of that story is there is no moral. Even one of the richest, most beloved firms in the world could not make its most talented employees successful at the same time."