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WSJ profile of Tim Cook offers new insight into the life and leadership style of the Apple CEO - 9to5Mac
Aug 08, 2020 1 min, 55 secs

A new profile from The Wall Street Journal offers an inside look at how Apple has evolved under the leadership of CEO Tim Cook.

The profile emphasizes that Cook kept a lot of his routine the same when he took over as Apple CEO in 2011:.

Citing Cook’s colleagues and acquaintances, the report describes the Apple CEO as “a humble workaholic with a singular commitment to Apple.” He is said to keep his calendar clear of personal events, painting the picture of a relatively lonesome position — which is something Cook has even said himself in the past.

When a guest later bumped into him, he said he came to the hotel to recharge after a hectic fall punctuated by the rollout of Apple’s latest iPhone.

Nonetheless, Cook is “similarly demanding and detail oriented.” The report points to a specific example when Apple “mistakenly shipped 25 computers to South Korea instead of Japan.” Cook was reportedly frustrated with this mistake, and used it as an example of how Apple was “losing [its] commitment to excellence.”.

The report also offers an interesting look at Cook’s leadership style and his relationship with subordinates, citing an anecdote form former Apple executive Joe O’Sullivan:.

“The first question is: ‘Joe, how many units did we produce today?’ ‘It was 10,000.’ ‘What was the yield?’ ‘98%.’ You can answer those and then he’d say, ‘Ok, so 98%, explain how the 2% failed?’ You’d think, ‘F—, I don’t know.’ It drives a level of detail so everyone becomes Cook-like,” said Joe O’Sullivan, a former Apple operations executive.

Following the success of Amazon’s Echo speakers, however, Cook is said to have emailed Riccio to ask “where Apple stood on its speaker effort.” This situation, the report explains, is what emphasizes Cook’s cautious approach to entering new product categories:

Finally, the report touches on Apple’s recent focus on Services, including concerns that things like Apple TV+ aren’t yet seeing the success Cook had anticipated

Cook isn’t rattled, former members of the services team said, calculating that over time, Apple will gain subscribers

The full profile of Apple CEO Tim Cook is well worth a read and can be found at The Wall Street Journal

Chance is an editor for the entire 9to5 network and covers the latest Apple news for 9to5Mac

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