tim-cook-steve-jobs

“The sidelines are not where you want to live. The world needs you in the arena.”

Tim Cook, CEO, Apple

“Being the richest man in the cemetery doesn’t matter to me. Going to bed at night saying we’ve done something wonderful, that’s what matters to me.”

Steve Jobs, Former CEO, Apple

Having epitomised sophistication and modernism that changed the world by renovating how we communicate, Apple has transformed radically under the capable leadership of Tim Cook ever since he replaced the celebrated Steve Jobs. There’s no denying the fact that with the change in direction, the ‘i’ dynasty has reached new heights and lucratively to greater financial success (shares of Apple are up 130% in 4 years).  Along the way, Cook has certainly altered the culture of how the company functions and has found a strong voice as a compelling leader.

While in an internal email, Cook had written, “Apple is not going to change. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that-it is in our DNA”, contrary to this, he has modified Apple quite a bit; here are 4 that are well-defined.

Going against set norms – Introducing 7 inch tablet as opposed to Jobs’ iron-cast 9.7 inches

Steve Jobs had never been an admirer for small tablets, the original one being 9.7 inches. Jobs had always maintained that tablets smaller than 10-inches would die eventually due to their poor app experience. Boom! Enter iPad Mini under Cook! Over the last few years it has been clearly visible how smaller tablets have shown more potential over their forerunner. When it comes to pricing, given that the iPad Mini is a lot low-priced than its predecessor and with rampant competition from other tablets its prices may plummet further.

Cook’s giant phones v/s Jobs’ small phones

 

From the very beginning, Steve Jobs had scoffed off big phones. He had even called Samsung’s phones “Hummers.” However within a year of Jobs’ death, Apple launched a much larger iPhone 6 and iPhone 6 Plus last year. The models are not just thin, but the design and varied color options have paid well for Apple. In 2015’s 1st quarter alone, Apple reported a record sale of 74.5 million iPhones.

 

No philanthropy under Jobs; Cook renews it immediately after Jobs’ death

 

In 1997, Steve Jobs stopped all philanthropic activities from Apple expressing that he wanted to get Apple back to profitability after a short bout of bankruptcy. However the charitable activities were never re-established. But, when Cook took over, one of the first things he did was restore Apple’s donation-matching program in which when an Apple employee makes a donation to a non-profit organization, Apple matches the amount dollar-for-dollar. In another report in the Fortune magazine, Tim Cook said that he will even donate a bulk of his personal wealth to charity.

 

Cook – Staunch believer of acquisition instead of innovation, Jobs – Innovation pays alone!

While Jobs was at the helm, Apple had barely made a few acquisitions because he thought acquisitions downplayed Apple’s innovation. Cook thinks, “We look for companies that have great people and great technology and that fit culturally. We will spend what we think is a fair price.” Since taking up office as Apple CEO, Cook has already bought 26 companies. Moves such as these only go to demonstrate that Cook is not worried about taking help from outside and solely relying on in-house talent. In 2014, Apple and IBM, former arch nemesis teamed up to bring iPhone and iPad software and hardware to its customers.

So, is it enough to say Jobs was a visionary while Cook is an executor? We leave the decision making to you.

Recently, after being on the Time’s list of 100 most influential people, here’s what Iger, Chairman & CEO of Walt Disney Co. has to say about Tim Cook.Behind his soft-spoken demeanor is a focused fearlessness. As CEO, he’s led Apple to new heights, and he continues to build a global brand that is universally recognized as an industry leader.”

When Jobs died an untimely death, speculations were rife that Apple would be a ship without a rudder; however, itsn’t it noteworthy to see how Apple without Jobs under another leadership has sailed way past all the hurdles? What do you think about the altered direction? Let us know in the comments section below.

Entrepreneur, Investor, Mentor (Strategy & Marketing)
CEO at Unspun Consulting Group