Cooks Love for Apple, Competitiveness

By Don Reisinger  |  Posted 2011-10-03 Print this article Print


5. A love for Apple

If there is one thing Cook will bring to the iPhone event on Oct. 4, it's a love for Apple. During his tenure at the company, Cook has proved time and again that he has a great affinity for the products Apple delivers and wants to see the company succeed as much as anyone. For any Apple CEO, a love for the company and its products is vastly important. And Cook has that.

6. Extreme competitiveness

When he was CEO of Apple, Jobs generated a level of competitiveness among employees that might be unrivaled elsewhere around the industry. Jobs simply wanted Apple to be the best company in the world, and he expected that same level of drive from his executives. Considering that drive for dominance has helped Apple succeed, it's hard to see Cook trying to change the level of competitiveness that the company expects. Apple will be just as fierce a competitor under Cook as it was under Jobs.

7. Secrecy

If there is anything that Jobs taught Apple executives, it's that secrecy matters. During his tenure as CEO, Jobs used secrecy to his advantage by making consumers speculate about what the company had up its sleeve, all the while preparing something that, in many cases, was even better than some expected. It was a masterful move. That is very unlikely to change under Cook's watch.

8. Enormous respect for the past

During his tenure as Jobs' second-in-command, Cook had a well-documented, strong relationship with his CEO. He believed in what Jobs was doing with Apple, and he had a firm grip on why Jobs made the decisions he made. Going forward, Cook can be expected to have strong ties to the past and to look to Jobs for inspiration in decisions he makes. In his memo to employees, Cook made it clear that Jobs was always a "mentor" to him over the years. That's important to understanding who the new CEO is.

9. A desire to make a mark

Although he hasn't made any indication that it might be true, look for Cook to want to make a significant mark as Apple's CEO. If we look back at the company's history, we find only one CEO-Jobs-who led the company to great success. The last thing Cook wants is to be another failed CEO or someone who the Apple community wants to forget about. Cook wants to succeed where so many others have failed. And he wants to start writing his own chapter on Oct. 4 at the iPhone event.

10. Few missteps

During his tenure at Apple, don't expect Cook to make too many mistakes. For one, he has been CEO (either officially or in acting-capacity) for months now, and so far the ship has been running just as well under him as it did under Jobs. What's more, he doesn't want to change the fundamentals that made Apple successful in the first place. When Jobs resigned as the company's CEO, he didn't just hand his company over to anyone; Jobs trusted Cook and believed that he could do a good job leading the company. So far, Cook has done nothing to make anyone think Jobs might have been wrong.

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Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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