Leading after Steve Jobs isn’t a mission anyone could have successfully taken on, but with style far removed from popular Apple co-founder Tim Cook has come out on top. Almost ten years after his appointment as CEO of the company that today claims to be the most valuable in the world and the most important in the field of technology, The Wall Street Journal has shared an extensive article on the profile of the current Apple representative.
Although it has been a job focused on his role as an executive of the company, this allows to see many faces of Tim Cook, built on the stories of his peers and of course, backed by the quantitative achievements achieved by Apple during his role as CEO.
There are no tricks in Tim Cook’s success
The report begins by highlighting the differences in leadership between Cook and Steve Jobs, including Cook’s more non-interventionist approach to engineering and product design. The profile emphasizes that Cook kept much of his routine the same when he took over as Apple’s CEO in 2011:
“Since taking office in 2011, Cook followed the advice of his predecessor: don’t ask what I would do. Do the right. He continued to wake up every morning before 4 a.m. and reviewing global sales data. He held his meeting Friday with operations and finance staff, which team members called a “date night with Tim” because it lasted late into the night. He rarely visited Apple’s design studio, a place Jobs visited almost daily. “
Employees cited in the article say Cook has “created a more relaxed workplace” than the environment created under Steve Jobs. However, Cook is “equally demanding and detail-oriented.” A specific reference cites the day that Apple “mistakenly shipped 25 computers to South Korea instead of Japan.” Cook was reportedly frustrated with this mistake and used it as an example of how Apple was “losing its commitment to excellence.”
Citing Cook’s colleagues and acquaintances, the report describes the Apple CEO as “a humble workaholic with a singular commitment to Apple.”
The profile also reveals Cook’s detail work at Apple. According to an anecdote from former Apple executive Joe O’Sullivan, Cook often does questioning accurately, asking about the number of units sold, the percentage that this represents and more questions of that style.
“Middle managers vet staff before meetings with Mr. Cook to make sure they are well informed. Beginners are advised not to talk… It’s about protecting your computer and protecting it. He does not waste his time ”.
The publication also addresses what is perhaps the main question of consumers when evaluating Apple’s delay in launching certain technologies, when compared to the competition. According to senior engineers:
“Cook tends to evaluate new product ideas cautiously, taking in some discussions the position that he does not want to launch a product that could sell poorly and undermine the company’s track record of success.”
The report also made reference to the launch of Apple TV +, and Tim Cook’s opinion regarding the first results. According to former members of the services team, Cook’s expectations sum up:
“With a billion devices around the world, they think that if you have something a little better and it’s on your own phone, people will adopt it.”
With an agenda at Apple’s disposal, the relevance of facing the situations that most impact the world and results that at one time the company could not even imagine, the role of Tim Cook at the helm of Apple seems unquestionable. What will your next big challenge be?