Tim Cook Running Apple: How is it different?

Posted In Apple news - By Joon On Wednesday, November 2nd, 2011 With 0 Comments

When Tim Cook took over Apple, one of the major questions that came up was how the company would change. In his first letter to the company, Cook emphasized that Apple would not be changing at all form the culture that Jobs put forth. While we all expect for Apple to continue to be astronomically successful, it was always a question how Cook would present new products and how he would lead teh company.

Evident from the iPhone 4S announcement, Cook is not the showman that Jobs was. Cook seemed to collaborate on presenting the product rather than dominate the majority of the keynote like most of the SteveNotes.

We’ve been blocked out from the internal activities and not many people knew what the day to day culture of Apple was since the announcement of Steve Job’s resignation. The Wall Street Journal went inside a little bit today.

In recent weeks, Mr. Cook has tended to administrative matters that never interested Mr. Jobs, such as promotions and corporate reporting structures, according to people familiar with the matter. The new chief executive, 50 years old, has also been more communicative with employees than his predecessor, sending a variety of company-wide emails while addressing Apple employees as “Team,” people close to the company said.

From 9to5Mac:

According to the report, Cook was also behind a recent restructuring of the company’s education division, a move which split the business (which until now operated “fairly independently”) into a sales and marketing structure and incorporated it into the company-wide sales and marketing divisions. The restructuring will place additional responsibilities on Apple execs Phil Schiller and John Brandon.

Citing “former executives” and others close to the company, the WSJ claims Cook will also “be more open with shareholders” and note he’s expressed desire to meet with investors more often than Jobs. After Cook’s statement that he’s “not religious about holding cash or not holding it” during Apple’s earnings call last month, it’s not much of a surprise many expect the new CEO to be more open to stock buybacks or dividends as well.

From the statements put forth, how do you like the direction of Apple?


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