Mobile and Wireless: Apple CEO Tim Cook's Track Record: 10 Things That Have Defined Him

By Don Reisinger  |  Posted 2012-04-30 Print this article Print
Let Apple Be Apple

Let Apple Be Apple

One of the first things Cook made clear when he became Apple's CEO was his desire not to change how the company operates. To Cook, Apple should stay Apple, and he has allowed the company to operate in that capacity since he took over.
Although Tim Cook has only been Apple's CEO for the last several months, he has been operating in that capacity for well over a year. Back in January 2011, when Steve Jobs went on his third medical leave, the Apple co-founder left his beloved company in the hands of Cook. While he was available for advice and consultation, it is now believed Jobs left much of the day-to-day operations to his successor. In August, Cook finally became CEO. Looking back over the last several months, it's hard to find fault with anything Cook did since he took up the management reins. Apple has continued to set record revenue and profit figures, its stock is rising, and its products are still captivating consumers and enterprise users around the world. Tim Cook is continuing on the path that Steve Jobs laid out for Apple years ago, and he's doing it with ease. Here, eWEEK takes a deeper look into Cook's strategies—since his time both as a CEO stand-in and as the Apple chief executive in his own right—to find some of the ways in which he might have subtly changed the iPhone maker.
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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