The Tim Cook era is now

There’s been a lot of talk since late August about how the future of Apple will look with Tim Cook at the helm instead of legendary CEO Steve Jobs, but it’s time to put the “what will happen?” chatter in park. Cook’s era isn’t the future. It’s now.

9to5 Mac has some pretty interesting commentary about how, already, we have seen subtle but clear departures from Jobs’ way of doing things. For instance, Cook has not only allowed Apple PR to confirm that he is an active contributor to charities, but even the fact that he’s open about charitable work in the first place is something Jobs never was. What’s more, he’s taking interest in certain affairs at Apple that Jobs simply just didn’t. Here’s a clip from the Wall Street Journal:

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.

It’s interesting to note that, early on, Cook told employees via memo that Apple wouldn’t change. While he was obviously trying to sooth any fears that Apple would go directly into the ditch without Jobs pulling the sleigh, it was a promise he couldn’t possibly have kept. And it’s a good thing, because the only way he would be 100% guaranteed to screw Apple up would be to spend all his time asking “What would Steve do?” Even Jobs didn’t want Cook doing that.

Source: Wall Street Journal
Via: 9to5 Mac

Corey has been been a tech journalist with a focus on Apple since 1998 and has written for The Loop, MacHome magazine, and as games contributor for The Mac Bible, and co-hosts the iGame Radio Podcast. He works as a… Full Bio