Really? All of Apple's CEOs except for Tim Cook and Steve Jobs were bad? Huh?
Yes they were "bad" and you proved me right:
Michael Scott (1977 - 1981): I'd say he was acceptable enough. He did get dismissed after firing 40 people and then held a party after that. He did allow Apple to become a public company. If I had to give him a grade, it'll be C. Without him, there would be no Apple.
Mike Markkula (1981 - 1983): Acceptable enough. He was employee number 3 at Apple (third employee hired), and an investor in Apple as well. He also wrote a few of Apple's programs. He served as CEO before retiring, but stayed on the board. I don't think he wanted the job though. Grade: C
John Sculley (1983 - 1993). Acceptable. He forced out Jobs (Jobs NEEDED to go though and would have ruined the company). He oversaw Apple's first "golden age", and was forced out after one bad quarter. Grade: B
Michael Spindler (1993 - 1996). BAD!! He was not a people person, and oversaw the "Channel Stuffing" to boost profits temporarily, which ended up crashing the next quarter. This was the era of Performa/ Power PC models. Grade: F
Gilbert Frank Amelio (1996 - 1997). BAD! Apple needed new ideas, and the plan of having Gil being the "brains" and Steve being the "face" of Apple clashed hard. He did "buy out" NeXT Computers, which brought in Apple. Grade: D
So in summary: every CEO would be a downgrade compared to Tim Cook.
The exception is arguably Scully but he was a marketer and not a great CEO for a tech company. Decades later he inadvertently admits that Jobs was right for the contentious issue he had Jobs fired for:
"We had to have the profits of the Apple II and we couldn't afford to cut the price of the Macintosh because we needed the profits from the Apple II to show our earnings - not just to cover the Mac's problems."
"That's what led to the disagreement and the showdown between me and Steve and eventually the board investigated it and agreed that my position was the one they wanted to support."
"Ironically it was all about Moore's law and it wasn't about Steve and me. Computers just weren't powerful enough in 1985 to do the very rigorous graphics that you had to be able to do for laser printing, and ironically it was only 18 months later when computers were powerful enough that we renamed the Mac Office, Desktop Publishing and it became wildly successful."
"It wasn't my idea, it was all Steve's stuff, but he was just a year and a half too early."
So Jobs, the tech visionary, wants to skate to where the puck will be in a year or two—they fight about it—and Scully kicks him out of Apple. A year and a half later proves Job correct, but Scully gets the credit.
(So what did Jobs do? He built NeXT computers—the very technology we're using right now on Macs, iPhones and iPads—so Jobs was right the whole time)
Yes, Scully does grow the company for many years—he deserves that credit—but then he gets fired. Why? Not because of a bad quarter, but because he allowed Apple to get conned by IBM into going in the direction of the PowerPC, the consequence being
Intel eats their lunch for a decade until Jobs can come back and save the company. YOU CALL SCULLY A GREAT CEO? He was good at marketing so he should have been the CMO—give him a product and he knew how to put it in the market—but he couldn't see 10 years in front of his face like Jobs and Cook can.
So no, he's not a great CEO f
or Apple.
Every one of those CEOs would be a downgrade from Cook and that's my point.