Tim Cook: Apple’s quiet leader

“‘I think you’d have to be a pretty smart guy to do what you do and pretty tough guy, too – you have that reputation,’ John McCain, the Republican senator, said on Tuesday, peering out at Tim Cook,” Tim Bradshaw reports for The Financial Times. “Wide-eyed, respectful yet softly relentless, Apple’s chief executive was making the case, at a hearing on Capitol Hill, for its accounting, which is under intense scrutiny from politicians keen to quell public ire over big companies’ tax ‘avoidance.'”

“Casting Apple’s history as an innovator and a creator of American jobs, the 52 year old turned the potential persecution into a promotional opportunity,” Bradshaw reports. “Mr Cook called for a lower US corporate tax rate to encourage Apple to repatriate $100bn of offshore funds. He made Apple’s Irish subsidiaries, where profits are taxed at just 2 per cent, simply seem like a rational response to the flaws of the US tax code.”

Bradshaw reports, “Apple hates talking about anything but its products. Its marketing strategy is to focus attention on the gadgets, not its executives. That is doubly so for Mr Cook. The private man, who grew up and went to college in Alabama, has given little away about his life outside Apple – if, indeed, he has one. This year he told a conference that he goes into Apple stores when he’s having a bad day, saying it’s like taking an antidepressant for him. He rises at 3.45am and often works long enough to talk to China in the evening.”

Read more in the full article here.


  1. Cook is a class act and class acts are often underestimated, indeed his manner is to almost to invite people to underestimate him, but to do so would be a big mistake.

    Almost everything about Apple has a similar formula: sophisticated, stylish and highly effective. Under promising and over delivering. It applies equally well to Cook, Ive and all of the products.

    1. Investor don’t particular care for him. It’s said that any time he opens his mouth, Apple’s stock takes a nosedive. Maybe he should just keep quiet. He’s always going to be known as the Apple CEO who lives in Steve Jobs’ shadow and unless he can double or triple Apple’s shareholder value I don’t think that opinion will ever change. I somehow get the impression that Apple is now perceived as a ruined company by the tech industry and news media and Tim Cook is the man that ruined Apple, if that means anything at all.

      1. AAPL and Apple are not the same.

        Everyone seems to forget that AAPL also rose to 700 points under Tim Cooks watch. “Investors” have short term memories indeed.

        These next two years will cement Cooks legacy as the guy with calm demeanor, the patience and steady hand who DID fill Steve’s shoes.

        Consumers do NOT care about AAPL “stock”. They care about well made, quality products designed by Apple.

        They shall receive them in spades under Cooks rule.

        Apple is NOWHERE near finished “shocking” the world. In fact THAT is the very ethos of what makes Apple as a tech company stand out in the crowd.

        Cook is cooking up some cookies.

      2. “Investor don’t particular care for him.”

        Nonsense. Shareholders, people actually holding stock, not people blogging from their mom’s basement, voted for him at a rate of better than 99 percent.

  2. Does Tim Cook have a “significant other” or has he decided to live alone to avoid any kind of controversy or falderal as can happen in any kind of relationship? It would be hard to go through life with no one to share it with but obviously many do.

    1. When he was chosen to be Apple’s number 2 man by SJ, I read where he grew up. I have a good friend who grew up there (and still lives there) so I asked my friend. His reply is very much what we see in the news today – very intelligent, was quiet but some friends.

      1. Was a little shaken after our e-virtual presence at LOC when I later taged Tim when he made tie public announcement of the $15 billion promise.

        Moreover to add insut to injury, To have my i-Tunes offered then stripped in such a manor was nothing more then a bad apple core. With that our vision were heading in different directions.

        The Orphaned Appleseed

  3. Apple changed profoundly when Steve left. Tim Cook is part of that. Time will tell exactly how it changed. But those who are at the helm no are obsessed with Apple. Live and breath it. And are doing whatever is humanly possible to steer true. No one can replace Steve Jobs, but this man is building the next era, and it won’t be exactly what any of us expect. But it should be interesting!

  4. There’s not a person on the planet who would’ve turned down the chance to run Apple. If Steve said he wanted Obama to be his successor, Barry would’ve resigned from the presidency and been on a plane to Cali the next day. Romney would’ve abandoned the campaign trail if he got sent for by Jobs. Steve could’ve chosen anybody, ANYBODY to lead his borgata into the future and he personally selected none other than Timothy D. Cook as the man Apple needs.

  5. The VERY WORST thing about Timmy’s appearance at the hearing is that it has produced some absolutely stupid, dumb, and wrong reactions that he is some kind of great CEO. While the low information Apple lemmings are swooning over his this completely useless and worthless political show on Capitol Hill, Wall Street remains totally unimpressed because Tim Cook hasn’t done anything to impress consumers and therefore investors see no reason to buy AAPL or even hold on to what they have (had). So, we’ll continue to see some tinkering with the gadgets and some illusive promises of products “in the pipeline” and absolutely nothing beyond the same ole same ole. Worst week of the year – a setback to the day of his departure that could prove fatal to any hope of AAPL EVER regaining its momentum. Damn!

        1. Have you compared Apple’s share price to practically any other profitable tech company YTD 2013? Apple started 2013 at $550 (Happy New Year???) and is now at less than $450. This is with both the Dow and NASDAQ averaging about a 15% rise since the start of the year. Is there any logical reason at all for shareholders to thank Tim Cook or applaud his skills? Honestly, I think most shareholders would be pissed and disappointed by such a value collapse of a relatively profitable company. I’m only pointing out the obvious reasons why he would be the likely target of a massive hate campaign.

          1. Question: How do stocks change their price?

            (Answer: Shareholders.)

            Question: Who would have a hate campaign?

            (Answer: Stock manipulators.)

            Question: Who would believe stock manipulator’s BS and lower the stock by selling shares?

            (Answer: Shareholders.)

            I don’t see Apple anywhere in this.

  6. Tim cook needs to beef up his media profile
    Bloomberg gamechanger s type documentary
    Walt mosserg type interviews
    Would go a long way
    Steve jobs high media profile
    Replaced with tim cook no to little media profile?

  7. What is it with people needing to know if he’s in love and what he does with his genitalia? He’s an incredibly bright guy, it seems people at Apple love him and he is true to the Apple customer charter: they will not knowingly serve up products and services that fall short of a delightful customer experience. He isn’t perfect (yet) but I think most people are clueless about how Apple will run your life in the car, the kitchen, the bathroom, the garden, etc. great things beyond useless things like Facebook, Twitter and Flickr are coming.

  8. What many stock market watchers don’t seem to see (and like) is that TC seems to be finally succeeding in keeping a very tight lid on information leaks.

  9. “quiet” leader?

    He was given ample opportunity to demonstrate that he is doing something at the D11 conference — he offered nothing. Thus, every other tech company has a piece on the All Things Digital front page, and Apple finds itself in the back next to the obituaries with some exciting news about how Apple is sending more work to Pegatron. Big F’ing deal. If the CEO can’t take a world stage and give people something to think about, then he’s no leader. Send Cook back to Operations where he belongs.

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