In the eight years since Tim Cook took over from Steve Jobs, he’s grown Apple into a trillion dollar company, launched highly successful products such as the Airpods, rung ever more profit out of the iPhone, and saved Apple billions of pounds by helping persuade Donald Trump to cut corporate taxes. But as Cook widens Apple’s focus from making beautiful products to offering subscription services such as Apple TV+, is he diluting the simplicity that made Jobs so unique? Is the flame of innovation still bright enough to produce the next great piece of hardware – or is the Apple of 2020 half-baked?

Special guests include:


Dr Alice Enders, Head of Research at Enders Analysis. She undertakes landmark research on the challenges and opportunities for creative industries in the digital age. She is a former senior economist at the World Trade Organisation

Patrick Burgoyne is a Trustee at D&AD and former Editor of Creative Review, the magazine focuses on commercial creativity, covering design, advertising, photography, branding, digital products, film and gaming

Leo Kelion is the Editor of BBC News’s technology desk, which is responsible for the broadcaster’s online coverage of the tech sector as well as providing expertise to its television and radio news programmes, plus a weekly podcast


Chair: Alexi Mostrous, Editor and Partner, Tortoise