To The Moon

By Ben Cohen | Photography by Campbell Addy for WSJ. Magazine. He reads email, reviews overnight sales reports and studies countries where numbers are changing to keep his finger on the pulse of the business. Then he puts the phone away. It's time to get his own pulse up. During his workout, which he records on his Apple Watch, classic rock pounds through his AirPods. At the office, he switches to his MacBook Air, MacBook Pro and iMac. On the road, he travels with his iPad Pro. "Every day," he says, "every product.". "We're perfectly fine with not being first," he says. "As it turns out, it takes a while to get it really great. It takes a lot of iteration. It takes worrying about every detail. Sometimes, it takes a little longer to do that. We would rather come out with that kind of product and that kind of contribution to people versus running to get something out first. If we can do both, that's fantastic. But if we can only do one, there's no doubt around here. If you talk to 100 pe