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Tim Cook: A Look At The Man Behind Apple

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There are only a handful of tech executives whose names are known and associated with greatness the world over. Steve Jobs was and always will be one of them. His successor, Tim Cook, has had some big shoes to fill. The new Apple CEO has been harshly criticized, but he has only gotten better over time.

Tim Cook’s Climb Up The Apple Ladder

As noted by Fortune, Cook officially took over as the new CEO of Apple six weeks before Jobs’ death. At that point, he was the most likely candidate. When Jobs was on medical leave, Cook took over thrice. But actually taking on the responsibility was a lot harder than he initially thought.

“I have thick skin, but it got thicker,” Cook said. “What I learned after Steve passed away, what I had known only at a theoretical level, an academic level maybe, was that he was an incredible heat shield for us, his executive team. None of us probably appreciated that enough because it’s not something we were fixated on. We were fixated on our products and running the business. But he really took any kind of spears that were thrown. He took the praise as well. But to be honest, the intensity was more than I would ever have expected.”

Other than this, Cook admitted he also had to learn how to block out the noise that was coming to him. The idea is to keep moving forward despite the backlash that is being thrown at you. In his interview at the time, Cook was preparing to reveal the Apple Watch. The Apple Watch was Cook’s first new product as CEO, and it has proven to be a success.

Tim Cook’s Challenge For Apple Competitors

His tenure as CEO has definitely made Cook stronger and gutsier which are prerequisites to leading a company as big as Apple. In an investor call from 2012, he challenged competitors to “invent their own stuff.” He even discussed how important it is that “Apple not become the developer of the world.”

Apple’s Future Under Tim Cook

Currently, the world is waiting for Apple to release its 10th anniversary iPhone. The device has been dubbed the iPhone 8, although the Cupertino-based company has not actually confirmed anything at this stage. Nevertheless, several reports have created hype on the device, which might just be what the company needs.

The iPhone 8 might just be Cook’s biggest challenge to date. The upcoming flagship is expected to be announced sometime in September this year.


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