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Tim Cook
Tim Cook
Apr 29, 2025 2:56 PM

Author:Leander Kahney

Tim Cook

In 2011, Tim Cook took on an impossible task - following in the footsteps of one of history's greatest business visionaries, Steve Jobs. Facing worldwide scrutiny, Cook (who was often described as shy, unassuming and unimaginative) defied all expectations. Under Cook's leadership Apple has soared: its stock has nearly tripled to become the world's first trillion-dollar company. From the massive growth of the iPhone to new victories like the Apple Watch, Cook is leading Apple to a new era of success.

But he's also spearheaded a cultural revolution within the company. Since becoming CEO, Cook has introduced a new style of management that emphasizes kindness, collaboration and honesty, and has quietly pushed Apple to support sexual and racial equal rights and invest heavily in renewable energy.

Drawing on authorized access with several Apple insiders, Kahney, the world's leading reporter on Apple, tells the inspiring story of how one man attempted to replace the irreplaceable and succeeded better than anyone thought possible.

Leander Kahney has covered Apple for more than a dozen years and has written four popular books about Apple and the culture of its followers, including Inside Steve's Brain and Jony Ive. The former news editor for Wired.com, he is currently the editor and publisher of CultofMac.com. He lives in San Francisco.

Reviews

A rich narrative

—— The Wall Street Journal

A praise-filled yet also critical one-decade performance report on Apple CEO Tim Cook

—— Kirkus Reviews

What is greatness made of? How do you grow into the best version of yourself? Many have explored these questions, and none have succeeded so brilliantly as Rich Diviney in this terrific, perspective-shifting book. The Attributes provides a powerful new model for achieving high performance-and, even better, a tool kit for reflection, assessment, and continual improvement. If you care about getting better, you need to buy this book

—— Daniel Coyle, bestselling author of THE CULTURE CODE

The Attributes is terrific. Rich Diviney has brought world-class experience and deep intelligence to one of the least understood yet crucially important aspects of human performance. If you call yourself 'a leader,' or if you want to call yourself 'a leader,' this book is a must-read!

—— Steven Kotler, New York Times bestselling author and executive director of the Flow Research Collective

A brilliant exploration of the highs and lows of human nature . . . Vivid reporting and electric story-telling.

—— Ashlee Vance, author of ELON MUSK: How the Billionaire CEO of SpaceX and Tesla is Shaping our Future

Frier landed interviews with Instagram's founders, executives, and competitors to chronicle the company's meteoric growth.

—— BUSINESS BOOKS YOU NEED TO READ IN 2020 , INC

A deeply-reported and beautifully written account of a company that has changed society, fame, culture, business, and communication.

—— Nick Bilton, author of HATCHING TWITTER: A True Story of Money, Power, Friendship and Betrayal

Riveting and wonderfully reported . . . Will ignite a conversation about the often unconscious role we play in increasing Instagram's formidable, maybe even terrifying, reach.

—— Bethany McLean, co-author of THE SMARTEST GUYS IN THE ROOM: The Amazing Rise and Scandalous Fall of Enron

How Instagram defied the odds to become one of the most culturally defining apps of the decade . . . Unprecedented exclusive access.

—— SILICON VALLEY’S MOST ANTICIPATED BOOKS OF 2020 , FORBES

A deep-dive into the social media platform we all love.

—— BOOKS YOU ABSOLUTELY NEED TO ADD TO YOUR READING LIST IN 2020 , COSMOPOLITAN

A vibrant play-by-play [account] . . . Irresistible drama . . . Frier is willing to find the cracks in Instagram's glossy appearance.

—— NPR

One of my favorite books of recent months . . . A meticulously reported, beautifully told story.

—— Casey Newton , THE VERGE

A comprehensive new history . . . Intriguing

—— DAILY TELEGRAPH

Inside the darker side of Instagram

—— EVENING STANDARD

Instagram has reshaped how we eat, shop, talk and present ourselves. In No Filter . . . Sarah Frier offers a rare glimpse into how the company came to be a formidable force in the tech industry.

—— BEST TECH BOOKS OF 2020 , MASHABLE

A lively and revealing account of how the world came to see itself through [Instagram founder] Mr Systrom's lens . . . The tale of nerds who struck gold offers glimpses of Silicon Valley's weirdness.

—— THE ECONOMIST

No Filter offers an engaging account of how tech founders' ideals inevitably have to be squared with making profits.

—— WALL STREET JOURNAL

A fascinating business story - but also much more than that . . . Frier is a skilled reporter and an astute and sensitive cultural observer. No Filter is a vital read for anyone seeking to understand the incredible power Silicon Valley executives exercise over us, and the opaque, unpredictable and undemocratic mechanisms by which they do so.

—— New Statesman

A vivid portrait of clashing Silicon Valley egos

—— Best Books of the Year: Business , Financial Times

Officially, this is the tale of the photo-sharing app Instagram, but it's also a wider story of Silicon Valley - the fragile egos, the feuds, the deals done around fire pits . . . Mark Zuckerberg is the book's sometimes cartoonish villain, ending staff meeting with the cry: "Domination!"

—— Business Books of the Year , SUNDAY TIMES

No Filter is a topical and well-reported account of the rise of Instagram and its takeover by Facebook. But it also tackles two vital issues of our age: how Big Tech treats smaller rivals and how social media companies are shaping the lives of a new generation.

—— Roula Khalaf, Editor of the FINANCIAL TIMES

Bloomberg reporter Sarah Frier chronicles the rise of photo-sharing social network Instagram, from when it was still a location-based app named "Burbn" to the ad-driven juggernaut it is today . . . Frier deftly streamlines from multiple interviews with some of the most high-profile executives, venture capitalists, and most-followed celebrities on Instagram

—— The 10 Best Business Books of 2020 , Fortune

Congressional documents may have told us why Mark Zuckerberg thought he needed to buy Instagram, but No Filter is the inside story of the company that Facebook actually bought. Sarah Frier's book is the definitive account that bridges the gaps between the company Instagram was born as, the company that eventually sold to Facebook for $1 billion, and the company we know today. The intrigue of this origin story will only grow as the status of Instagram - as a brand within Facebook and a player in our daily lives - is sure to change in the decade ahead.

—— Favourite Business Books of 2020 , YAHOO FINANCE

Utterly brilliant . . . It is so fascinating because it works at two levels: there's the personal story of these two founders making it up as they go along . . . and then there's the bigger story of Silicon Valley itself, and the unstoppable pressure to grow and go viral . . . [Frier] explores how Instagram changed society in terms of influencers, and also in terms of what it does to us, when we see these heavily filtered images of perfection in other people's lives - and this is really worth thinking about.

—— Extraordinary Business Book Club

Examines the all-pervasive impact of Instagram and what it says about today's society.

—— Independent.ie
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