I’m no Tim Cook fan. Though let me be clear that it is not due to a lack of vision or knowledge of the industries that Apple enters.
He is clearly an intelligent and articulate person no doubt and someone with great integrity. Jobs described Cook as an “enigma” and ultimately a workaholic who just got on with the job - and did unbelievably well at it, helping to transform Apple in the process.
However I strongly believe that his skills were best suited under the leadership of another individual, where he was not challenged creatively.
This is the ultimate problem. Jobs was not a technical wizard, he was not an inventor nor a creative genius: he was a perfectionist and a visionary. His drive, often controversial in the way he treated others, was like nothing else, and he put the user experience before growth. In other words, he wanted to focus on fewer things really well.
As a leader, Cook does not have these qualities. This does not make him a bad person nor unqualified to be a CEO, but his change in direction to Jobs has inevitably altered the very foundation of Apple - for the worse, in my opinion.
Cook has pushed not only his own social agendas to the forefront of Apple, but a wide variety moves that suggest Apple is more afraid of offending people than being realistic. It’s a sad reflection of the times we live in, and frankly I’m sick to death of the paint-by-numbers script from their marketing department… How proud they are of their ‘achievements’ and their ability to count numbers.
Worse still, Cook cannot execute design choices himself. Also, Apple has gone back on its word of only entering markets that it can significantly contribute to or take large market shares and… well, done the opposite.
But let’s not convince ourselves that Apple was significantly ‘better’ under Steve Jobs. To counter your points with a few off the top of my head:
- MobileMe?
- iPhone 4 ‘antennagate’
- Overheating Macs right, left and center
- G5 water cooling failures
- White polycarbonate MacBook cracking
- ‘Hockey puck’ mouse
So, no I don’t like Tim Cook as CEO, but I’m sure he is an interesting individual.