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Tim Cook's more communicative, amicable personality is transforming Apple's image

Posted: , by Victor H.

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Tim Cook's more communicative, amicable personality is transforming Apple's image
More than a half a year ago, Steve Jobs passed away but he prepared his successor before that – Timothy D. Cook took over Apple in the summer of 2011, and since then the company's share have grown tremendously. Currently, they are lower than the all-time high (which was also reached under Cook), but Apple is still the world's single most valuable company. It's also... different.

From the iron fist management style of Jobs, Cook seems to be transforming Apple into a more typical, corporate structure, more accessible to the public, with a bigger focus on overseas workers' conditions and with a CEO that's actually smiling and more down to earth. And that's a stark difference from the way Steve Jobs conducted himself as Apple's top manager.

Fortune writer Adam Lashinsky writes the latest cover story for Fortune magazine, and it's an interesting peek at how much Apple has changed, and mostly at the person behind this, Tim Cook.

There are a couple of things that you should know about the managerial style of Cook and the future of Apple:

- Investors are happy with Cook. Unlike Steve Jobs, the new chief executive finds the time to listen to them. He has no “religious” opinion about paying out dividends
- Tim Cook is much more communicative. Steve Jobs was a strong public speaker mostly because of its frank excitement about technology and honest, often over the top, replies to critics. But the public image of the former iCEO differs from the daily Jobs who is often described as weird by his own employees. We've heard reports that he was notorious about his ability to keep silent in situations where most others would resort to small talk. Cook is different. The new chief executive went on to say that he wants to be “personally accessible” to several DC politians.
- He doesn't obsess about details that much. Heck, if there was a way to describe Jobs it would a detail maniac. Some say that if Jobs saw how Siri works, he'd turn in his grave, as it's not nearly as polished as most other Apple products.

With all of this in mind, the one thing to really take away from the Fortune writeup on Cook is that recently he showed employees Apple's newest products and they were “blown away.” Generally, it seems he's got the confidence, and is able to transplant it to its workers who are “totally comfortable with where the company is headed.”

source: Fortune

52 Comments
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posted on 25 May 2012, 07:44 9

1. JeffdaBeat (unregistered)


I've always liked Tim Cook, even before he took the CEO reigns (hipster!). Apple is absolutely the same company, but he is definitely giving it a different flavor. Even the folks over at 1 Infinite Loop are a bit more at ease with their CEO than with Jobs.

I think the one think I also like about Cook is that isn't trying to be the face of Apple like Jobs was. Not that there is anything wrong with it, but must folks judged Apple by Jobs. And rightfully so...he was the commander of the ship. He was the sales guy. Maybe he had to be to bring Apple from the crap it was in. But even I got frustrated with Jobs' relationship with his users at time. Cook is letting Apple be Apple...

posted on 25 May 2012, 07:45 8

2. dickwyn (Posts: 581; Member since: 07 May 2012)


+1 for apple can't wait for ios 6 and the next gen iphone

posted on 25 May 2012, 16:38 1

46. joaolx (Posts: 351; Member since: 16 Aug 2011)


I can't understand why you had so many thumbs down. People here don't respect others opinion and think they're opinion is better. Your comment has nothing wrong! Somebody explain me!

posted on 25 May 2012, 18:54 1

48. TROLL.ISAHA (banned) (Posts: 535; Member since: 28 Mar 2012)


U must be new here? There is alot ov iPhone, Apple haters.....!

posted on 25 May 2012, 07:49 5

3. bbblader (Posts: 575; Member since: 24 Oct 2011)


meh still the same sh1t just on a different angle

posted on 25 May 2012, 07:52 3

4. AppleConspiracy (Posts: 627; Member since: 18 Oct 2011)


Tim Cook is more polite and friendly image of Apple, however this means it cannot establish cult-status of worshiped sign, because for that you need violent and non-communicative figure like Steve Jobs. They will continue to practice that policy but they will fail to produce new paradigm shifts when the time comes. They could only survive by sailing on a SJ's charismatic boat.

posted on 25 May 2012, 08:12

5. sonisoe (Posts: 323; Member since: 06 May 2009)


leaders are born for their times....

posted on 25 May 2012, 08:17

6. Bluesky02 (Posts: 1439; Member since: 05 Dec 2011)


Wonder what cook will bring on the tablet this time for the new iPhone 6 with all these changes going around.

posted on 25 May 2012, 08:23 3

7. ivanko34 (Posts: 617; Member since: 04 Sep 2011)


Nice natural smile

posted on 25 May 2012, 08:39 5

9. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


You mean "natural" :D

posted on 25 May 2012, 08:54 2

13. TR0LL (banned) (Posts: 41; Member since: 20 May 2012)


Grammar and punctual.... :D= What!?

posted on 25 May 2012, 09:03 1

18. ivanko34 (Posts: 617; Member since: 04 Sep 2011)


http://pad1.whstatic.com/images/thumb/f/f5/Smile-48.jpg/181px-Smile-48.jpg

posted on 25 May 2012, 09:07 3

20. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


Photo for drivers license? :D

posted on 25 May 2012, 08:29 3

8. JusMePnut (Posts: 31; Member since: 23 Apr 2012)


Done with this site... Tooo much
(Name I can't use do to the obvious @$$ kissing being done here to actually ban the word) @$$ kissing articles going on here... Swear youguys work for (them) PR department.. Bye AppleArena...

posted on 25 May 2012, 08:41 6

10. iamcc (Posts: 1319; Member since: 07 Oct 2011)


Really?

posted on 25 May 2012, 08:43 2

11. JusMePnut (Posts: 31; Member since: 23 Apr 2012)


Yup...

posted on 25 May 2012, 11:37 3

29. gallitoking (Posts: 4684; Member since: 17 May 2011)


dont let the door hit you on your way out.. and take your attitude with you

posted on 25 May 2012, 11:48 3

30. taco50 (banned) (Posts: 5506; Member since: 08 Oct 2009)


Don't ever come back you troll

posted on 27 May 2012, 12:37

52. HTCFreak (Posts: 149; Member since: 17 Jul 2010)


Oh, so you want it to be AndroidArena?

posted on 25 May 2012, 08:45 6

12. kindlefireowner (Posts: 337; Member since: 05 Dec 2011)


Apple haters are stupid. If you hate Apple that much, don't read Apple articles. Simple.

posted on 25 May 2012, 08:56 4

14. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


You are reading news papers and watching tv news only about good things?

posted on 25 May 2012, 09:06 6

19. kindlefireowner (Posts: 337; Member since: 05 Dec 2011)


I only read tech news that I'm interested in. We are talking about tech news, it's not life or death. People who spend time hating on everything Apple are? You fill in the blank.
I am writing this from my kindle fire. Not an Ipad. Nor do I ever want an iphone.

posted on 25 May 2012, 09:10 3

21. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


"Tim Cook's more communicative, amicable personality is transforming Apple's image"

So you are interested in this news? Right?

posted on 25 May 2012, 09:26 2

23. kindlefireowner (Posts: 337; Member since: 05 Dec 2011)


This is what I think about Apple. We will never see another tech company dominate the phone, tablet, mp3 market like what Apple is doing today. Will it last forever. History says no. Is it reason to hate on Apple. No.
Business 101 is to make a product that people want to buy, then sell as many as them as possible. Plus Apple gets full price for them. For that they get my respect.

posted on 25 May 2012, 09:36 1

24. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


"This is what I think about Apple. We will never see another tech company dominate the phone, tablet, mp3 market like what Apple is doing today. Will it last forever. History says no. Is it reason to hate on Apple. No."

Agree, but I hate Apple not because of that!

posted on 25 May 2012, 09:55 1

25. TROLL.ISAHA (banned) (Posts: 535; Member since: 28 Mar 2012)


Because ov the company itself.....

posted on 25 May 2012, 10:02 3

26. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


Because of Apple politics and morality. How they achieve their objectives and goals.

posted on 25 May 2012, 10:13 1

27. kindlefireowner (Posts: 337; Member since: 05 Dec 2011)


So Apple will never get any of your money. Right. Wrong. Apple gets a cut from every android phone sold because of patents. You can tell people that don't have a clue about business. You compete. If you crush and put your competitor out of business. So be it. You want your products not to not be open and play nice with others? That's your brand on the line.

posted on 25 May 2012, 10:23 1

28. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


"So Apple will never get any of your money."

1) I wasn't talking about that, so please don't try to twist subject-matter!
2) Yes, directly they won't get my money! Unless as you say through patent fees.

"Apple gets a cut from every android phone sold because of patents."

Remember that Apple also pays patent fees.

posted on 25 May 2012, 11:49 2

31. taco50 (banned) (Posts: 5506; Member since: 08 Oct 2009)


Kindle is correct. If you claim you dislike Apple so much why do you read and comment on all their articles?

You're a closet Apple fan.

posted on 25 May 2012, 12:08

32. gallitoking (Posts: 4684; Member since: 17 May 2011)


because android articles includes a alarm clock app out now for the google store.... trust me taco even die fandroids find that boring...

posted on 25 May 2012, 12:15 1

35. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


Just because I publish that I hate Apple that doesn't mean I'm fan of Android or any other OS. I just say that I hate Apple, so please don't make interpretations.

posted on 25 May 2012, 12:32 1

37. gallitoking (Posts: 4684; Member since: 17 May 2011)


ok so I will call you Apple hater.. thats more accurate..

posted on 25 May 2012, 12:58

43. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


Ok, I agree, because it is true and I don't hide that. :)

+1 for you.

posted on 25 May 2012, 12:34

38. remixfa (Posts: 13902; Member since: 19 Dec 2008)


seeing that iOS has had issues with its alarm clock for 5 OS versions, maybe they should release it on iOS for you guys.. dont want you to be late for middle school

posted on 25 May 2012, 12:44

39. gallitoking (Posts: 4684; Member since: 17 May 2011)


you seem to be well aware of how Apple is doing.. hmmm just admit you love Apple. remix,

posted on 25 May 2012, 12:49

40. remixfa (Posts: 13902; Member since: 19 Dec 2008)


maybe i just wanna hug your feathery behind? hmm?? get a lil cluck cluck goin?

posted on 25 May 2012, 16:12

45. TROLL.ISAHA (banned) (Posts: 535; Member since: 28 Mar 2012)


Ur totally wrong.... Android, Fandroids go in Apple and Windows article to TROLL!

posted on 25 May 2012, 12:11

33. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


Stop talking nonsenses, I hate Apple not without a reason! If I wouldn't know anything about Apple, then there wouldn't any reason to hate Apple. Right? So why I can't read news about Apple and update my knowledge? Only with information I can form my opinion about something in this case Apple. So what's the problem?

P.S.
You also read news about other, for example Android...

posted on 25 May 2012, 12:14 1

34. taco50 (banned) (Posts: 5506; Member since: 08 Oct 2009)


I don't complain about android on every single article. I don't "hate" any technologies. That's irrational. If I dislike any company or what they do I just don't buy their product.

You really think your little anti Apple trolling campaign will work? It just makes you look foolish.

posted on 25 May 2012, 12:24 2

36. PhoneArenaUser (Posts: 5465; Member since: 05 Aug 2011)


"I don't "hate" any technologies."

I also don't hate any technologies, I just hate Apple as a company because of Apples politics and morality. How they achieve their objectives and goals.

"If I dislike any company or what they do I just don't buy their product."

Yes, I don't buy Apple products.

"You really think your little anti Apple trolling campaign will work?"

Do oyu really think that it is compaign ?
There is no "Apple trolling compaign", I just express mine opinion, or maybe I can't ?

posted on 25 May 2012, 16:53 1

47. InspectorGadget80 (Posts: 6196; Member since: 26 Mar 2011)


YOU COMPLAIN bout how ANDROID copies iOS, YOU COMPLAIN HOW ANDROID steal the notification bar, you COMPLAIN BOUT PINCH TO ZOOM, YOU COMPLAIN bout Samsung how it looks like the iPhone, YOU COMPLAIN how Android phones can get thinner than the iPhone ect, I can go on and on bout u taco.

posted on 25 May 2012, 23:56 1

50. JusMePnut (Posts: 31; Member since: 23 Apr 2012)


You a God Damn Lie

posted on 25 May 2012, 09:21

22. TROLL.ISAHA (banned) (Posts: 535; Member since: 28 Mar 2012)


Good.

posted on 25 May 2012, 08:57

15. AppleConspiracy (Posts: 627; Member since: 18 Oct 2011)


No, it's not so simple.

posted on 25 May 2012, 08:57

16. TR0LL (banned) (Posts: 41; Member since: 20 May 2012)


More like brainwashed and doomed!
You need: Counselling.... and "Big" help

posted on 25 May 2012, 08:59

17. BattleBrat (Posts: 1048; Member since: 26 Oct 2011)


You could say *puts sunglasses on* there's a new "Cook" in the kitchen.

I don't know how to feel about Cook yet, I need to see the results of some projects created under his command...

posted on 25 May 2012, 12:51

41. SuperEd (Posts: 112; Member since: 18 Oct 2011)


Sure IS Different! I expect it now to go the way of MS.

posted on 25 May 2012, 12:52

42. sithman (banned) (Posts: 299; Member since: 21 Apr 2012)


Ios6 should b huge, and the next iPhone will b awesome.

posted on 25 May 2012, 13:15

44. kach22 (Posts: 107; Member since: 04 Nov 2011)


Well Looks like PA is giving new lessons on being amicable. It means suing other companies for small things.

posted on 25 May 2012, 18:55

49. gwuhua1984 (Posts: 1237; Member since: 06 Mar 2012)


I must admit, I do like Tim Cook more than Steve Jobs.

posted on 26 May 2012, 03:07

51. silver0681 (Posts: 18; Member since: 07 Sep 2011)


Ok first phonearenauser if your going to correct peoples grammar use it properly is my not mine I. The context your using it,

Second Ffs this is an article about an article written by an author for FORTUNE magazine not Phonearena so quit belly aching about phone arena riding I jock. Jesus I swear both fan droid and I sheep alike The tech we choose is our choice and our opinion. If you like apple like apple if you like droid like droid but this stuff is getting as bad as religion on whose is better or bigger it's ridiculous the level some of you take it to. I quit posting for the most part because if I use the word apple once it's usually automatically 4 thumbs down minimum.

There are a few decent fan droids like remixfa out there but otherwise it seems more like a bunch of teenage boys having a jock contest and it's pathetic grow up be cival THERE JUST PHONES. Ok sorry rant done

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