• The birth of the iPhone
• On market research (or the lack thereof)
• Why people want to work for Apple
• What if he got run over by a bus?
• The devices he chose not to make
• His management style
• Why recruiting new people is hard
• The benefit of owning the OS
• Apple’s marathon Monday meetings
• Story crises at Pixar
• The iPod tipping point
• Launching the Apple Store
• Catching the next wave
• What was wrong with Apple TV
• Weathering the economic downturn

You can read the excerpts here. The Morris story that appears in the current issue is available here.