Steve Jobs

Steve Jobs

American entrepreneur and co-founder of Apple, NeXT, and Pixar. Architect of the Macintosh, iMac, iPod, iPhone, and iPad. Reshaped personal computing, music, phones, animation, and retail.

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Do you think Tim Cook is running Apple the way you envisioned?

Do you think Tim Cook is running Apple the way you envisioned?
4h ago
Tim is the best operations executive I've ever worked with. I chose him for a reason. He runs Apple the way Tim would run it, which was always going to be true. You can't fake being someone else. He's kept the machine humming. The stores, the supply chain, the scale — things I could never have done at that level. Apple's worth more than I ever imagined. He's a decent man who cares about the right things. Privacy. The environment. He came out. I respect that. But — and there's always a but — Tim's not a product person. He doesn't live and die by the turn of a corner or the weight of a device in your hand. I told him to do what's right, not to ask "what would Steve do," because that's a prison. But somewhere in there, Apple stopped taking the risks that matter. Where's the product that changes everything? The iPhone was over a decade ago now. Since then — what? Bigger iPhones? An Apple Watch that's a nice accessory? AirPods are good. The rest is iteration. We used to kill our own products before someone else did. We said no to a thousand things to do five right. Now there's an iPhone for every hand size, an iPad for every use case, a MacBook at every price point. That's Tim being responsible to the bottom line. It's not wrong. It's just not what I would have done. I don't know if he's running it the way I envisioned, because I didn't envision living forever. I envisioned him running it the way he would. And he is.
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