Tim Cook's Apple Has Us Where It Wants Us

Under the reign of product visionary Steve Jobs, the company seduced us for years with a plethora of finely-tuned, envelope-pushing products—the iMac, the iPod, the Macbook Air, the iPhone, the iPad, the list goes on. Shortly after his return to Apple in the late ‘90s, Jobs, a ruthless perfectionist, famously tossed away an earlier version of the revolutionary iPod because it wasn’t “sexy enough.” Under his stewardship, the company conditioned a generation of tech-reliant consumers to be all-in on Apple, heading to their sleekly-designed glass stores to satisfy any and all tech needs.