Tim Cook aims to carry on for ‘creative genius’ Steve Jobs

“Apple Inc. Chief Executive Officer Tim Cook faces the challenge of crafting the company’s strategy following the death of Steve Jobs, a man he called ‘a visionary and creative genius,’ Adam Satariano and Peter Burrows report for Bloomberg.

“Cook, who became CEO on Aug. 24 after Jobs switched to the role of chairman, announced his predecessor’s death yesterday in a message to employees,” Satariano and Burrows report. “‘Apple has lost a visionary and creative genius, and the world has lost an amazing human being,’ Cook, 50, said in the memo. ‘Those of us who have been fortunate enough to know and work with Steve have lost a dear friend and an inspiring mentor. Steve leaves behind a company that only he could have built, and his spirit will forever be the foundation of Apple.'”

Satariano and Burrows report, “Jobs hired Cook from Compaq Computer Corp. in 1998, and the deputy soon proved his mettle as an operations expert. Cook transformed inventory management to enable Apple to ship the iconic iMac in a rainbow of colors, deviating from the typical plain beige box. He later was able to orchestrate the speedy delivery of iPods, iPads and iPhones — often within 48 hours — to help forge an army of Apple loyalists.”

“Following Jobs’s retirement as CEO, Cook said to employees that ‘Apple is not going to change’ and he reiterated that thought yesterday: ‘We will honor his memory by dedicating ourselves to continuing the work he loved so much,'” Satariano and Burrows report. “Cook led the company when Jobs was out during three medical leaves. Though he’s a counterpoint to Jobs’s more emotional personality, the men are two sides of the same coin, said Mike Janes, who used to run Apple’s online store. Both are demanding leaders with an attention to detail.”

Read more in the full article here.

Related articles:
Mossberg: The Steve Jobs I knew – October 6, 2011
Woz: Steve Jobs brought a lot of life to the world – October 6, 2011
Statement from Steve Jobs’ family after his passing – October 6, 2011
Tim Cook’s memo to Apple employees about the passing of Steve Jobs – October 5, 2011
Friends and business rivals mourn the passing of Steve Jobs – October 5, 2011
Steve Jobs, Apple co-founder, dead at 56 – October 5, 2011


  1. The problem is Steve Jobs was THE focal point at Apple to look to. Now it’s diffused and we have to look at 3 or 4 people at Apple for the same effect. Tim Cook I’m sure will be an able CEO but it’s not possible to look at him the same way we looked at Jobs. In time maybe that will change but for now it looks like many will have to substitute for one. That’s what Steve Jobs was, many rolled into one.

    1. Steve Jobs was more like the wise captain of the ship he built at Apple. Everyone would follow him or be put on the plank and the ship ran smoothly. Steve Jobs could not create Apple without support from Apple staff, it was never him alone. It is precisely how a ship is run. His appointment of Tim Cook means there is no better man for the job. Cook will do fine at the helm.

  2. I understand what you’re saying, but give Tim Cook his dues. He is CEO just as Steve was, thus his job description and status are just the same. Just look at what Steve did with the ailing, near-bankrupt company he inherited once again. Now imagine what can be achieved with the company Tim Cook is inheriting now!

    I look at it this way: Steve fixed the broken engine, set a course for the future, and slammed the pedal to the floor. Now, all Tim Cook has to do is steer 🙂

  3. Scott Forstall seems to have the enthusiasm and presentation skills that perhaps Tim Cook may not. But the team at Apple are veterans – and the future of Apple shall remain strong.

  4. Unlike his audience, Tim knew that Steve Jobs was on his death bed.

    If I were in his shoes, that would have made me sad and emotional — and I would definitely NOT have given the best presentation I was capable of giving under different circumstances.

    So I’m waiting for his next presentation to judge Tim’s performance as a showman.

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