I highlighted very few things in my reading of Becoming Steve Jobs, but I highlighted this. Tim Cook pushed Jobs to find Tevanian a new ‘challenge’ to keep him at Apple. This has direct parallels to recent stories about Jony Ive who has apparently considered leaving his role at Apple in the last decade. True or false, some see the Apple Watch as a way to keep Ive interested in staying at Apple. This anecdote shows that the executive team would at least consider projects of this nature.