Does Tim Cook Need To Step Out Of Steve Jobs’s Shadow?

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Is Steve Jobs's legacy really haunting Tim Cook? No. Cook's part of it.
Is Steve Jobs's legacy really haunting Tim Cook? No. Cook's part of it.

At every public appearance by Tim Cook — say, Wednesday’s on-stage interview at AllThingsD’s annual D10 conference, or at the next WWDC keynote — there is always a certain type of commentator who, with hushed voice, will see the spectre of Steve Jobs looming behind Apple’s new CEO.

It’s no wonder. Steve Jobs was a personality larger than life, so it’s no surprise that the force of that personality can still be felt nine months after his death. Likewise, it’s undeniable that the soft-spoken but forceful Cook is less charismatic than his predecessor. But the idea that Tim Cook is a haunted man, trying to live up to the legacy of Jobs, is absurd. He’s his own man, his own CEO, and Apple today is doing better than it ever was under Jobs’s leadership.

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