GoKawiilTim Cook’s tenure as Apple CEO ends September 1 when he takes the role of executive chair. He will be replaced by John Ternus, a 25-year Apple veteran and head of its hardware engineering division. I get the sense Cook’s professional obituaries will focus on his steady hand, execution success and lack of intra-company drama. All of those are virtues but I suspect the media, ever in love with a narrative of its own concoction, will use them as cudgels. Consider this an attempt to balance the record ahead of Cook’s damning with the faintest of praise.
Cook is quiet and private, making it easy to paint him as a bland managerialist who coasted on the success of the iPhone. In Ternus, Apple once again has a “product guy” at its helm, a term loaded with enough subtext to sink a battleship. You can feel the implication that it’s only “product guys” who have the vision, taste and knowledge to innovate. By extension, Cook was never "a real nerd," but an empty finance guy that never understood what makes Apple tick.
If there’s one thing Silicon Valley loves more than money, it’s a mercurial genius upon whom they can rest their dreams. Figures with a capital-V vision who invent new product categories with a flick of a wrist, captains of industry who inspire awe and devotion. And making enough money that even a Rockefeller would start thinking "gosh, that’s a bit much."
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The Jobsian myth-making obscures his talents and minimizes the number of misses he had along the way. Jobs’ first tenure at Apple ended in failure and NeXT, for all its innovation, didn’t survive as a standalone hardware maker. Many of his ideas were too big and ambitious to succeed and his refusal to compromise made them sink. His time in the wilderness made him a better manager, and a far better storyteller. But to suggest Jobs was gifted with Midas’ touch is wrong, since for all his vision and taste, he needed strong execution.
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It doesn’t help that Jobs is the ur-example of Silicon Valley’s tech genius founder which means so many there have never stopped looking for his successor. The title of “the next Steve Jobs” has been diluted to the point of meaninglessness at this point given the list of nominees. Those include Elizabeth Holmes, Elon Musk, Adam Neumann, Trevor Milton, Sam Altman and Travis Kalanick. Given that sort of company, I’m sure Cook is delighted when people say he’s no Steve Jobs.
I suspect, in part, Cook was seen as a mere employee (derogatory) rather than a startup founder who built something himself. That obscures his success, first at IBM and Intelligent Electronics where he took up a COO role at 34. Even in an industry that treasures youth, I doubt these companies would elevate someone as young as Cook unless he was damn good. And when he got to Apple in 1998, his role was to make the wheels of the company turn. We may laud Jobs and Ive for dreaming up the products but, to quote Jobs himself, “real artists ship.” By that metric, Cook was the real artist.
When Cook took over as Apple CEO, it was just weeks before Jobs passed away, in what must have been a very hard time. Holding the company together after such a shock while grieving for your own loss must have been an enormous challenge. And while Cook had Jobs’ army of lieutenants around him, it was upon Cook to actually lead that team. That he then took Apple to the outrageous success it is today is proof of his ability to actually make things happen. Think about how it was Cook that used Apple’s initial success to make good deals with manufacturers that wound up boxing out so many of its rivals.
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