WSJ: Tim Cook's Image Of Apple Is Finally Taking Shape
July 7, 2014
The Wall Street Journal has published a new profile on Apple CEO Tim Cook. In it, the publication calls Apple a “kinder, gentler” place to work, where collaboration is key. As one former employee says “Steve (Jobs) was a wartime CEO while Tim is a peacetime CEO.”
The report doesn’t reveal anything new about Apple or Cook, who became CEO in 2011. It does suggest, however, that this is the first year when “Mr. Cook’s image of Apple” is finally beginning “to take shape.”
According to The Wall Street Journal, Cook's vision has been on prominent display in recent months. Among the examples cited are the recent $100 billion buy back in Apple stock, the $3 billion Beats Electronics acquisition, and recruitment of Angela Ahrendts, the former Burberry CEO, as Apple’s new senior vice president of retail and online stores.
The report isn’t all positive. They note that some former Apple employees are worried that without Jobs, Apple is losing its “frenetic pace and focus.” Others are concerned that under Cook, Apple “may be spreading itself too thin.”
The profile is definitely worth a read, giving an outsider a rare closer look at the company behind the iPhone.
See also: After Meeting With Apple CEO Tim Cook, Analyst Says iWatch May Feature Voice Messaging, and Apple Waves Banner For LGBT Rights At Gay Pride Parade In San Francisco.