Apple CEO Tim Cook begins a new era for Apple
With the death of Apple Inc. co-founder Steve Jobs, the spotlight at Apple shifts to a successor years in the making: Tim Cook.
Since officially taking the reins as chief executive six weeks ago, Mr. Cook has won strong reviews for his leadership from many Apple employees—and faced his first trial by fire this week at a product launch that some analysts and customers found lackluster.
Tim Cook, new CEO of Apple, made his debut at the recent iPhone4S announcement. In the wake of Steve Jobs's death, WSJ staffers weigh in on the challenges facing Cook and the Apple executive team. Photo: AP
Gene Munster, an analyst at Piper Jaffray & Co says.
"So far Tim Cook's move to CEO has been flawless, not surprising given Jobs groomed him for five years to take the role."
The Legacy of Steve Jobs
But the big question remains: Mr. Jobs often appeared to be Apple's magician, bringing a flair to the company and its products. Mr. Cook must now show Apple can charm without its magician.
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AllThingsD's Kara Swisher discusses the what the impact of Steve Jobs's death will have on Apple and whether the company will remain an innovator and market leader. Photo: Getty Images
Among Steve Jobs's legacy was a gift for presentation and speech-making that changed the way tech companies unveiled new products, Lauren Goode reports on a special edition of the News Hub. Photo: Getty Images.
Apple Under Tim Cook
Under Mr. Cook's watch, Apple faces two potential paths:
- It could continue Mr. Jobs's recent track record of inventing products that roil markets and captivate customers.
- Or, after exhausting an existing pipeline of products that may run for years, Apple without Mr. Jobs's charismatic leadership could lose its edge in innovation and dwindle, like other companies that have lost strong founders.
Mr. Cook, 50, has had years to prepare for the job. An industrial engineer by training, he joined Apple in 1998 to help stabilize the nearly bankrupt company by making its manufacturing more efficient. The Alabama native eventually took on further responsibilities for the company's sales and operations.
In 2004, he temporarily ran Apple when Mr. Jobs went on leave for two months to recuperate from surgery to remove a cancerous tumor from his pancreas.After being appointed chief operating officer in 2005, Mr. Cook stepped in for Mr. Jobs again in 2009 when the CEO took another medical leave.
Throughout these periods Mr. Cook avoided the spotlight, even deferring to other executives to introduce high-profile new products, such as the iPhone 3GS in 2009, but his typically reserved demeanor has become more open in recent months as Mr. Jobs's health dwindled.
Shareholders have said they are impressed by how Mr. Cook has stepped into a more public role, and have expressed confidence in his leadership. Apple employees, as well, say he has kept Apple running with a trademark focus on details and polish, and that enthusiasm among employees remains strong. Some employees say Mr. Cook is just as demanding as Mr. Jobs.
Apple declined to make Mr. Cook available for an interview. In an email sent to employees on Wednesday, Mr. Cook wrote,
"Steve leaves behind a company that only he could have built, and his spirit will forever be the foundation of Apple."
Some Apple watchers say that the company has a deep bench of talent that can continue a no-holds-barred culture oriented around building high-quality products at any cost. Richard Doherty, an analyst with the Envisioneering Group said.
"Mr. Jobs built an incredible team of people who understand that 'no' is not a personal attack and can focus on building top-quality products."
Mr. Cook is known for helping Apple make wise operational and manufacturing choices—such as diversifying the source of memory chips—but not for being the design and product guru.
Jeffrey Pfeffer, a professor at Stanford's Graduate School of Business says.
"Tim Cook doesn't need to be Steve Jobs—he needs to be the best Tim Cook he can be. Cook understands what he is good at and what he is not good at."
Mr. Cook's next test will come when the company releases earnings on Oct. 18, and gives investors a preview into its expectations for the key holiday shopping quarter.
Speaking at Tuesday's iPhone 4S keynote event, Mr. Cook repeatedly echoed Mr. Jobs, including following a product demo with "It's pretty incredible, isn't it?"
He said.
"I love Apple. I am very excited about this new role."
COMMENTARY: I love you too Tim. You're my type of guy. Walk softly and carry a big stick. Don't worry about matching Steve Jobs. You can't, so don't worry about it. Screw the media too. Who gives a shit what they think. Create your own legacy. Go out leave the memory of Steve Jobs in the dust by creating your own new, exciting and disruptive products that will improve and enhance our lives. Cast a giant shadow and shine with the brightness of a 1A supernova. And, Goddamn it, add Adobe Flash support to the iPhone and iPad, and make Apple products more affordable, damn gummit. Go Bama.
Courtesy of an article dated October 6, 2011 appearing in The Wall Street Journal
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