Apple is one of the world’s largest companies. Its market value reached $3 trillion in January 2022, having grown by more than $700 million per day since August 2011 when Tim Cook took over as Chief Executive Officer after an ailing Steve Jobs resigned. Apple began with Jobs and Steve Wozniak ‘tinkering in a garage’. Iconic products followed including the Mac, the iMac, the iPod, the iPad and, most successful of all, the iPhone. An early slogan aimed to align Apple with ‘the crazy ones. The misfits. The rebels. The troublemakers.’ For a company experiencing huge growth, that image was often at odds with the day-to-day commercial reality.