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It’s the nature of business that the eulogy for a chief executive doesn’t happen when they die, but when they retire, or, in the case of Apple CEO Tim Cook, announce that they will step up to the role of Executive Chairman on September 1. The one morbid exception is when a CEO dies on the job — or quits because they are dying — and the truth of the matter is that that is where any honest recounting of Cook’s incredibly successful tenure as Apple CEO, particularly from a financial perspective, has to begin.
The numbers, to be clear, are extraordinary. Cook became CEO of Apple on August 24, 2011, and in the intervening 15 years revenue has increased 303%, profit 354%, and the value of Apple has gone from $297 billion to $4 trillion, a staggering 1,251% increase.
The reason for Cook’s accession in 2011 became clear a mere six weeks later, when Steve Jobs passed away from cancer on October 5, 2011. Jobs’ death isn’t the reason Cook was chosen — Cook had already served as interim CEO while Jobs underwent treatment in 2009 — but I think the timing played a major role in making Cook arguably the greatest non-founder CEO of all time.
Zero to One
Peter Thiel introduced the concept of Zero To One thusly:
When we think about the future, we hope for a future of progress. That progress can take one of two forms. Horizontal or extensive progress means copying things that work — going from 1 to n. Horizontal progress is easy to imagine because we already know what it looks like. Vertical or intensive progress means doing new things — going from 0 to 1. Vertical progress is harder to imagine because it requires doing something nobody else has ever done. If you take one typewriter and build 100, you have made horizontal progress. If you have a typewriter and build a word processor, you have made vertical progress.
Steve Jobs made 0 to 1 products, as he reminded the audience in the introduction to his most famous keynote:
Every once in a while, a revolutionary product comes along that changes everything. First of all, one’s very fortunate if one gets to work on one of these in your career. Apple’s been very fortunate: it’s been able to introduce a few of these into the world. In 1984, we introduced the Macintosh. It didn’t just change Apple, it changed the whole computer industry. In 2001, we introduced the first iPod. It didn’t just change the way we all listen to music, it changed the entire music industry. Well, today we’re introducing three revolutionary products of this class. The first one: a widescreen iPod with touch controls. The second: a revolutionary mobile phone. And the third is a breakthrough Internet communications device. Three things…are you getting it? These are not three separate devices. This is one device, and we are calling it iPhone.
Steve Jobs would, three years later, also introduce the iPad, which makes four distinct product categories if you’re counting. Perhaps the most important 0 to 1 product Jobs created, however, was Apple itself, which raises the question: what makes Apple Apple?
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