By 2020 Apple had become one of the largest firms in the world ranked by capitalization, competing with technology and media titans like Amazon and Microsoft and Saudi oil giant Aramco. Cook had led the company for more than nine years after Steve Jobs’s death, more than enough time to prove his own mettle as CEO. Still, there were many questions about the company’s future. What lessons had Apple learned from its past about how to continually renew its ongoing competitive advantage? What would be the best strategy for Cook and his team as they moved forward?