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Tim Cook speaks, sends "Apple is not going to change" memo to the troops

Posted: , by Daniel P.

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Tim Cook speaks, sends
The internal email that Apple's new CEO Tim Cook sent to employees has leaked, and the gist of it is that he does not intend to change Apple's course. We don't blame him, when it ain't broken don't fix it applies full throttle here. Here is the full text of the memo from Apple's new chief face and brain :


I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. Joining Apple was the best decision I've ever made and it's been the privilege of a lifetime to work for Apple and Steve for over 13 years. I share Steve's optimism for Apple's bright future.

Steve has been an incredible leader and mentor to me, as well as to the entire executive team and our amazing employees. We are really looking forward to Steve's ongoing guidance and inspiration as our Chairman.

I want you to be confident that Apple is not going to change. I cherish and celebrate Apple's unique principles and values. 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. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do.

I love Apple and I am looking forward to diving into my new role. All of the incredible support from the Board, the executive team and many of you has been inspiring. I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.


Sounds like a piece that comes from the heart, and the guy certainly seems both proud and grateful to work for "the most innovative company in the world", greasing the employees ego. It's actually a pretty humble message, with Tim Cook fully aware that now all eyes are on him. The stock is down just 1% today, along with the broader market, so it seems that Wall Street approves of Apple's shift too.

source: Arstechnica

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posted on 25 Aug 2011, 11:36 6

1. SuperAndroidEvo (Posts: 4888; Member since: 15 Apr 2011)

Well if Tim Cook is a smart man he won't change a thing. Apple is rolling & HE should not mess that up. Keep a good thing going. Maybe he can finally stop all these bogus lawsuits. Wishful thinking on my part. I just hope this Tim Cook just stays as he is, & doesn’t become the NEW Shepherd for the iSheep. lol

posted on 25 Aug 2011, 11:42 2

2. Tmachaveli (Posts: 425; Member since: 01 Apr 2011)

amen to that lets see what the man can do firs .we all be watching ..

posted on 25 Aug 2011, 14:17 4

6. 530gemini (Posts: 2198; Member since: 09 Sep 2010)

He's been acting CEO for over a year already. He's a major part of what's been happening at Apple.

posted on 25 Aug 2011, 13:12

3. ZBrad (unregistered)

Well. GAME. OVER. Looks to me as if it HAS changed. New face of Apple...NOT winning.

posted on 25 Aug 2011, 13:19 2

4. htc (unregistered)

I hope he isn't one of those people that goes around sue everyone and bribe the judge

posted on 25 Aug 2011, 13:22 3

5. darth8ball (Posts: 520; Member since: 02 Aug 2011)

I think the direction of the company for at least the last 6 months has been under his command, Jobs has been a part-timer for a while now, dealing with cancer.

posted on 25 Aug 2011, 14:38 6

7. ilia1986 (unregistered)

Nothing will change?

Ok, Apple. How bout iOS? How bout making it as good as Android is, if not possibly more? That's one change I'd love to see happen.

Maybe this guy will Cook iOS 6 to be more than "200 new features, 199 of which are just small tweaks like changing the button's shape in settings".

Or maybe an actual Tablet-oriented GUI for the iPad? (gasp)? You know - sorta like Amdroid 3.x+? (gasp gasp)?

Or even maybe (OMG this can't be real - stop it!!) using Micro USB (NOO!!) instead of the Apple proprietary connector? (*suicides).

posted on 25 Aug 2011, 17:14 4

12. E.N. (Posts: 2610; Member since: 25 Jan 2009)

Or you can just buy an Android device! Who would have thought of that huh?

And no matter how much better iPhone is than Android (yeah, that's right, I said IS), you'll still complain.

And don't be an idiot. When he said nothing will change, he didn't literally mean that nothing at all about Apple's products would change.

posted on 26 Aug 2011, 05:23 1

18. ilia1986 (unregistered)

Well, you know E.N, I bought an iPhone 4! You know why? Because I believed that @ WWDC 2011 - like many speculated - Apple would have announced widgets for iOS 5. They didn't. No widgets, no live wallpapers, no further user customization.

Android has all these. Ever since 2009. Do I not deserve to have similar features on my smartphone - considering that that smartphone comes from Apple - a company so arrogant as to claim it makes the best products in the world?

Imagine you buy a Rolls Royce car. It has all it's surfaces covered in expensive wood, it's steering wheel covered with diamonds, whatever you want - but alas - you do not get a Radio\MP3 player - and neither such slot even exists within the car. At the same time - a 500$ old 1985 Subaru Justy, which is dirt cheap - has that MP3\radio built in.

Do you not deserve to have a MP3\radio in your Rolls Royce as well?

posted on 25 Aug 2011, 17:55 1

14. CX3NT3_713 (Posts: 2286; Member since: 18 Apr 2011)

Something is wrong with you....

posted on 25 Aug 2011, 14:43

8. PeterIfromsweden (Posts: 1230; Member since: 03 Aug 2011)

I think that the employees like a memo like that, alot better than Steven Elops memo about burning platform from Februari.

posted on 25 Aug 2011, 15:28 3

9. TOdoubleD (Posts: 114; Member since: 28 Mar 2011)

Of course he's not going to make any radical changes. It's one of the most successful companies ever, why would he?

BTW PA, this new blackberry ad, is quite annoying, when browsing with a phone. It won't close out.

posted on 25 Aug 2011, 16:53

11. InspectorGadget80 (unregistered)

What APPLE SHOULD DO IS CHANGE THEIR LAW suit against HTC AND SAMSUNG. and stop other mobile companies as well then everyone will be happy

posted on 25 Aug 2011, 17:50

13. andro (unregistered)

Hes' right there nothing does change at apple,each year its miminal change new phone and isheeps cash inflow!

posted on 25 Aug 2011, 23:17 2

16. RORYREVOLUTION (Posts: 3117; Member since: 12 Jan 2010)

Apple isnt going to change. We will still be the money hogging patent trolls that we have always been!

posted on 26 Aug 2011, 04:52 2

17. vijaysivakula (Posts: 224; Member since: 17 Aug 2011)

Yeah. Apple should not change. It should continue to remain like it is, locked down, defective, and dictating. Like Steve Jobs said, customers should not know what they need. And Apple will continue to entangle other manufacturers in legal battles even when they know they are wrong. So Tim Cook is going to continue leading that company into a further distorted reality.

posted on 26 Aug 2011, 06:59

19. ilia1986 (unregistered)

Welcome to 1984. TC is watching YOU.

posted on 26 Aug 2011, 12:34

20. InspectorGadget80 (unregistered)

What APPLE should change is the way they deal with patent infringement and law suits.

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