Tim Cook assures us he’ll keep Apple unique

Feb 14, 2012
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Tim Cook assures us he’ll keep Apple unique

Today in an interview / keynote speech with investors at the Goldman Sachs Technology and Internet Conference 2012, Tim Cook answered many questions on Apple, including on his position in the company. What Cook has done and will do in the very near future was spoken about and explained in short, Cook coming across very much as the man who's not only in charge of Apple, but in love with its culture as well. Cook would not, as it said "permit the slow undoing of it" simply because that wasn't a possibility because Apple is a company he believes in so deeply.

When the final question was laid down Apple today it was regarding Cook and his position in the company: "As CEO you've stated that you want to focus on preserving Apple's culture, Apple's strategy. When you look back at CEO changes historically - every CEO leaves their mark on a company's strategy and on their culture. Can you walk us through, in your opinion, what you're really determined to maintain?" Cook's answer was more than just an talk on his position in the company, but of his company's position in the world:

"Well I think the most important part of that question is that second part. Apple is this unique company - unique culture that you can't replicate. And I'm not going to witness or permit the slow undoing of it because I believe in it so deeply. Steve grilled in all of us over many years that the company should revolve around great products, and that we should stay extremely focused on a few things, rather than try to do so many that we did nothing well. And that we should only go into markets where we can make a significant contribution to society - not just sell a lot of products.

And so, you know, these things along with keeping excellence as an expectation of everything in Apple. These are the things that I focus on - because I think those are the things that make Apple this really magical place that really smart people want to work in and sort of do… not just their life's work, but their life's best work.

There's no better thrill than to look out at an audience - I can't see anything because of these lights - but look at the audience and see people using iPhones, or go to the gym and see people using iPods, or go to Starbucks and see people using iPads.

These are the things that bring a smile to me face.

There's no replacement or no substitute for that. And so we're always focused on the future. We don't sit and think about how great things were yesterday. I love that trait because I think it's the thing that drives us all forward. Those are the things I'm holding on to. It's a privilege to be a part of it." - Tim Cook

Sound like the man you'd like running your largest technology company on earth? It seems as though Apple is in good hands with Tim Cook.


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