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

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



1. SuperAndroidEvo

Posts: 4888; Member since: Apr 15, 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

2. Tmachaveli

Posts: 425; Member since: Apr 01, 2011

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

6. 530gemini

Posts: 2198; Member since: Sep 09, 2010

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

3. ZBrad unregistered

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

4. htc unregistered

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

5. darth8ball

Posts: 520; Member since: Aug 02, 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.

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).

12. E.N.

Posts: 2610; Member since: Jan 25, 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.

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?

14. CX3NT3_713

Posts: 2362; Member since: Apr 18, 2011

Something is wrong with you....

8. PeterIfromsweden

Posts: 1230; Member since: Aug 03, 2011

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

9. TOdoubleD

Posts: 114; Member since: Mar 28, 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.

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

13. andro unregistered

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


Posts: 3131; Member since: Jan 12, 2010

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

17. vijaysivakula

Posts: 229; Member since: Aug 17, 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.

19. ilia1986 unregistered

Welcome to 1984. TC is watching YOU.

20. InspectorGadget80 unregistered

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

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