Let me just say right off the bat that I'm not sure I've ever seen a book that spoils itself

based on the subtitle alone.

By that, I mean, it's easy to judge it by the cover and dismiss it or what?

Well, not dismiss it, but the cover is very opinionated. And to me,

and reading the book, I think it's certainly an intriguing title.

And maybe I've never written a book so I don't know how titling and subtitling a book

goes into projected sales and stuff like that. And I can imagine that there's some idea that

with that subtitle, the book might spark more interest right off the shelf than if it was just

called After Steve with no lost its sole part. Or After Steve, how Apple became a trillion dollar

company, right? It's the lost its sole is the hmm, that's that's pretty sharp.

Right, right. And it's funny, when you go into the contract phase with a book, or at least in

this case, in my experience, I literally only have one experience because I'm only written one

book. It wasn't like the title was there. You know, the title was born out of really deep thought

about what the structure of the book should be and what the book should be about. And what story

was going to tell? So the contract didn't dictate that the error wasn't based on the title.

So it's interesting to think about like, oh, well, the title is designed to get sales.

I honestly like, in my mind, that's a bit of an afterthought. The title is more designed to

reflect the reporting in the book, but also be provocative enough that people look at it and say,

well, that's that seems interesting. It'll at least made me think or have some feeling.

Some people have said like the book made them angry or riled them up. And they, you know, they were,

they said that that would be the case in their eyes. And whether you loved Apple or had issues

with Apple, which I'd rather people feel feel one way or the other after reading it than just

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