Home / Business / Tim Cook’s leadership style has “changed the way Apple employees work and think”.

Tim Cook’s leadership style has “changed the way Apple employees work and think”.



A new profile examines how Apple CEO Tim Cook, with “cautious, collaborative and tactical” leadership, turned technology giant Cupertino into the world’s largest company.

After Steve Jobs passed away in 2011, both Wall Street and Silicon Valley worried about Apple’s future. Nine years later, Apple’s sales and profits have more than doubled, and the company’s market valuation is higher than the GDP of Canada, Russia, or Spain.

These profits were made under the leadership of Cook, who succeeded Jobs in August 2011. According to a profile in The Wall Street JournalFor the past nine years, Apple has transformed technical leadership reform to become more like itself.

Compared to Jobs’ pronounced devotion to design, Cook is described as being much more methodical, focusing on finance and social well-being. Although Apple has a “more relaxed work environment” under Cook than Apple under Jobs, employees said Cook was similarly “sophisticated and detail-oriented”.

The CEO’s attention to detail “causes subordinates to be anxious to attend meetings.” And Cook’s precision has “changed the way Apple employees work and think” diary adds.

“Middle managers today screen employees before meeting with Mr. Cook to make sure they are familiar. Beginners are advised not to speak.” It’s about keeping your team safe and keeping them safe. You are not wasting time, “said a senior lieutenant. When he senses that someone is not adequately prepared, he loses patience and says,” Continue “as he turns a page of the meeting’s agenda, said this person, adding: “Made people cry. “

Another time, Cook was reportedly irritated that Apple had shipped 25 computers to South Korea instead of Japan. Although some sources said it was a minor accident, Cook warned, “We are losing our commitment to excellence.”

The Apple manager rarely visits Apple’s design studio, which Jobs often went to. At a 2012 meeting to review an early Apple Watch prototype, Cook was absent. Sources say such an absence would have been unthinkable among Jobs.

Also, unlike Jobs, who believed Apple’s cash is best for research and development, Cook is far more willing to return cash to investors. In 2013, Cook had a three-hour dinner with Wall Street investor Carl Icahn that ended with a dessert made from Apple logo cookies.

Colleagues and acquaintances who spoke to him diary said Cook was “a humble workaholic with a unique commitment to Apple”. Even long-time coworkers rarely made contact with Cook, and former assistants said he doesn’t attend face-to-face events very often.

Apple declined to conduct interviews with Cook or officers, “but helped arrange calls from four telephone people whom it said could speak to areas of concern to Mr. Cook, such as environmental protection, Education and Health. ”

Of these four employees, one had never met Cook and the others spent a total of several hours with the manager.

The evidence of Apple’s postponement could be in its products. The company has largely failed to bring out the kind of disruptive products Jobs was famous for.

Instead, Apple has dominated the accessories around the iPhone – including the Apple Watch, AirPods, and services like Apple Music. The Apple Watch has sold every other watch in the world, while AirPods made up more than half of all headphones sold in 2019.


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