Tim Cook is Already Leaving His Mark on Apple


tim cook

A recent report from The Wall Street Journal gives an inside look at Tim Cook’s influence as Apple’s new CEO during the past couple of weeks. Cook has been known as the mastermind behind Apple’s incredibly efficient operations for years.

In the wake of Steve Jobs’ death, Cook has already begun to do things differently than Jobs, and he is proving to be a very different type of Apple CEO.

“But the low-key Mr. Cook has already put his operational mark on Apple in ways that suggest the company won’t be entirely the same as under its intense and tempestuous co-founder.

In recent weeks, Mr. Cook has tended to administrative matters that never interested Mr. Jobs, such as promotions and corporate reporting structures, according to people familiar with the matter. The new chief executive, 50 years old, has also been more communicative with employees than his predecessor, sending a variety of company-wide emails while addressing Apple employees as “Team,” people close to the company said.

Mr. Cook has also displayed some different corporate philosophies from Mr. Jobs. The new CEO recently announced a charitable matching program promising Apple would match employee donations to non-profits of up to $10,000 a year, starting in the U.S. In contrast, Mr. Jobs said at a company off-site last year that he was opposed to giving money away, according to a person who attended.”

While Steve Jobs was known for being the epitome of a visionary, Cook is known for his hands-on management style. Cook is a man of discipline and passion. Since he became chief operating officer in 2005, he has streamlined Apple’s operations overseas in such a way that Apple now has the upper hand when manufacturing products and negotiating supply costs. He also ran Apple as temporary CEO during Steve Jobs’ multiple medical leaves of absence.

One of the first things Cook inplemented as CEO was Apple’s new charitable donations program. The company will match employee donations to non-profits of up to $10,000 per year. Steve Jobs never publicly gave money away or promoted charity.

Right after accepting his new position as CEO, Cook responded personally to fan and employee emails alike, and that mindset seems to have continued internally with regards to the way Cook relates to employees on a daily basis.

Cook, however, is not soft when it comes to managing his company. He is known as a strong and authoritative presence inside Apple, and he is surrounded by the rest of Apple’s formidable executive team. Apple will rely on Cook, Phil Schiller, Jony Ive, Scott Forstall, Eddy Cue, the rest of the execs, and board members to guide Apple towards the future.

  • Daniel Burrowes

    I am glad to hear this. Avoiding the mindset of “What would Steve do?” ensures that Apple will continue strongly. Looking forward to seeing what other products and advances Apple has in store.

  • Goldie20

    And I bet Tim Cook actually pays to put a plate on his car.

  • tstportal

    I love how Jobs’s cultists defend him by saying ‘just because Jobs didn’t boast about giving money to charity doesn’t mean he didn’t – lots of people do it anonymously.’ Well, this is pretty much proof that Cook is no Jobs – instituting corporate charitable donations matching, and making it public. Remember that policy was in place (or something similar) when Jobs wasn’t CEO – those of old enough remember that; when he returned as CEO that was one of his first initiatives, to do away with Apple ‘giving money away’. Jobs was a visionary of technology but a prick of person to be in charge of others.

  • TheDigitalPimp

    I think it goes without saying that a true leader is unafraid of breaking eggs. He could live in the shadow of Jobs, making few changes, and watch the company dwindle into nothingness. Playing it safe doesn’t get you fired. By setting new direction where he sees fit, he’s molding the company for the future. I’m looking forward to seeing what he does with the company.

    Kick some ass, Mr. Cook. We’re rootin’ for ya.

  • 300AShareMakesMeSmile

    I just hope he doesn’t mess up Apple for at least a few more years.  I’d certainly like to see Apple reach $500 before any major mistakes are made.  They claimed it was Steve Jobs health issues that were holding the stock down.  Next they’ll be saying it’s Tim Cook’s poor management style that is holding the stock down.  The reason will probably be changing at Wall Street’s whim.

  • skippykawakami

    He’s a different man than Jobs was, but there’s still a bit of Steve Jobs in Tim Cook. In Isaacson’s book, he recounts how Cook held a meeting where a major problem with a supplier in China had been discussed. Cook said that the issue was really bad and that someone should go to China to work out the problem. A half-hour later, he looked at one of the executives there and said “What are you still doing here?”. The guy got up, went directly to the airport and got a ticket to China.

  • peteywheats

    “Steve Jobs never publicly gave money away or promoted charity.” 

    Not true, Steve very publicly gave Apple money to the Red Cross after 9/11 and gave money to defeat prop 8.

  • imbenking

    The charitable donations are also no doubt in order to convey a friendly image as Apple grows and grows into a mega giant. Cook is very aware that Apple can turn into the new Microsoft with regards how everyday consumers view them, particularly when there are constant lawsuits against the competition. 

  • Stuart Rice

    I hope that someone continues Steve’s scrutiny and quest for perfection. That is, I believe, what set Apple apart from other companies: they never released product with any known issues… that’s why Steve was so pissed about Mobile Me. Siri is a perfect example of what Steve envisioned when he released a product; it totally works and blows expectation away. After reading his biography, he really was about releasing evolved product as a 1.0 product.

    That tenacity was vital and costly to Jobs. I will miss that.

  • payam

    I bought Apple stock when they were $375. I think $500 is a good bet for Apple by mid next year. iPad3 , Macbook pro and Air with Ivy bridge processors, Apple TV, and finally iPhone 5 can get Apple to $500 or even more.  

  • freighttrain2126

    The other thing is that boasting about the charity you donate to is actually very helpful to that cause. While yes it is annoying when some people boast about how much they give to get attention, how much more money would a cause get if Steve actually came out and said he gave money to said cause? Especially with the influence he has in this community.

  • Bez

    When he came “back” to Apple the company was weeks away from bankruptcy.  Could this not be a reason why the donations initiative was cut.  

  • bernhardush

    Where do those lines come from? I see a three paragraph quotation, but no reference! I declare plagiarism!

  • tstportal

    which doesn’t make sense given that Apple generated over $4billion in profit in 2010 and on-the-books gave $0 to charity. it’s not about bankruptcy or when he came “back”, it’s about the man in charge. Figure it out.

  • tstportal


  • JohnnyB

    What!!!!!!!!  Avoiding the mindset of “What would Steve do?” is a good thing?  Steve grows Apple to be the most innovative and one of the most profitable companies in the world… one of the most recognizable brands on the planet.. and Apple should avoid the mindset of “What would Steve do”……. you should be a politician… figure out what works and avoid it…. No, Apple… follow the pattern the Steve set!

  • JohnnyB

    Steve “did” pay for the plate, he just did not put it on, and he was within the law in not putting it on.

  • BanMeAThirdTimeBitches

    I hope crApple stock plummets down to 50 cents a share so iTards like you wind up broke and jumping out of a tenth story window. Stupid fachist greedy pig

  • ferdchet

    “A recent report from The Wall Street Journal” is in the paragraph above the quote.

  • ferdchet

    Wow, that is one of the dumbest posts I have seen.  BTW, what is a fachist?  And what are you typing your stupid comment on – a computer made of sticks and leaves you fashioned from your own non-corporate environs?

  • ferdchet

    No he’s right.  You still work the way Steve did, and the story indicates that Tim does do some of that.  But you don’t want to just blindly copy what you think Steve might do.  Creates a lot of second guessing and stymies new thinking.  Disney almost drove itself into a ditch doing exactly this after Walt Disney died.

  • Goldie20

    No he didn’t. Maybe everyone in the state should follow his lead. The rule is there to give people time to get a plate, not so that they can drive around changing vehicles every 6 months and never getting them plated.

    “A vehicle displaying a copy of the report of sale may be operated
    without license plates or registration card until … [a] six-month
    period, commencing with the date of sale of the vehicle, has expired.”

  • JohnnyB

    He “did” pay the registration.   What is you problem with him not putting a plate on his car?