It was my first week on the Apple beat at the Wall Street Journal in 2011 and Steve Jobs had recently passed away. Tim Cook was in charge, and I was waiting for him to make a big move to show how he was going to be different from—or similar to—Jobs.

Cook announced a few changes here and there—corporate philanthropy stuff and the like. But one of his most significant moves, in my estimation, came a year later: Jony Ive was going to take over not just hardware design at Apple, but also software design. That group was known in Apple-ese as the “human interface” team.