Tim Cook is now the new CEO of Apple. Since he has been working behind the scenes for the past few years, it’s natural to wonder what direction he intends to take Apple Computer in the future. What kind of person is he? What are his qualifications? What changes, if any, does he plan to implement? Following are some of the best articles written about him so you can get a better understanding of who Tim Cook is.
To ease the minds of Apple employees, Tim Cook wrote a letter to all staff promising that Apple was not going to change and that by working together we’ll “continue to make Apple the magical place that it is.”
You can get a sense of who Tim Cook is by reading the text of his commencement speech at Auburn University in 2010. It’s a great speech talking about why he accepted the job at Apple Computer when everyone thought it was a mistake, and how intuition helps you to make the right decisions in life.
There’s a first-hand account of Tim Cook at TUAW and how the author has no fears about Apple’s future:
No one can ever replace Steve Jobs, the man, the genius. But Apple is not only Steve Jobs, no matter what anyone thinks. Apple is the interns and executive assistants; it’s the retail employees and the designers; it’s the marketing and PR departments, it’s Scott Forstall and Jonathan Ive; Bob Mansfield and Phil Schiller; it’s the dozens of other names you see on all those Apple patents that we talk about every week. Apple is not any single one of these people. It is the sum of them all, run by a leader who possesses enough wisdom to know that everyone in the company matters, that everyone’s concerns are valid and deserve attention. Tim Cook is such a leader.
Back in 2009 when Steve Jobs took a leave of absence, Tim Cook was asked how Apple was going to be run and he answered with his perspective of Apple’s philosophy:
There is an extraordinary breadth and depth and tenure among the Apple executive team, and these executives lead over 35,000 employees that I would call “all wicked smart”. And that’s in all areas of the company, from engineering to marketing to operations and sales and all the rest. And the values of our company are extremely well entrenched.
We believe that we’re on the face of the Earth to make great products, and that’s not changing. We’re constantly focusing on innovating. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products we make, and participate only in markets where we can make a significant contribution.
We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.
And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change. And I think, regardless of who is in what job, those values are so embedded in this company that Apple will do extremely well.
The Guardian has a very good article about Tim Cook that talks about what he’s accomplished at Apple and elsewhere, what people say about him, how he grew up, and more.
“He is very highly regarded internally at Apple,” said Ashok Kumar, an analyst at Rodman & Renshaw. “From a succession perspective, they could not possibly identify a better candidate. He has a track record to back it up.”
Even though Steve Jobs is the face and personality of Apple Computer and many are nervous about what the future of Apple may hold without him, it seems evident from the people who know Tim Cook that he’s going to do a great job as the new CEO of Apple.