WSJ excerpts upcoming book about Apple after Jobs

WSJ excerpts upcoming book about Apple after Jobs
Excerpts from an upcoming book called "Haunted Empire, Apple After Steve Jobs", describes the difficulties that Apple CEO Tim Cook faced in trying to escape the shadow of his former boss after his death. One Apple employee even had a vanity license plate made with the initials "WWSJD" which stood for "What would Steve Jobs do?"

At first, Apple was a bit off-balance following Jobs' passing. If Steve Jobs was the dreamer, Tim Cook was the common-sense guy. It was a pairing that worked great for the Disney brothers and for Lennon-McCartney. While Steve Jobs relied on his gut to make decisions, Tim Cook was strictly a numbers man, according to the book. But with Jobs gone, there was a huge void at Cupertino. And to make matters worse, Cook was so quiet that many inside the company really knew very little about him.

According to the book, Cook had high expectations for Apple. When it was pulling in $6 billion a year in revenue, he told the procurement team to act as though it was taking in more than three times that. Some described him as a machine and others marveled at his stamina. The book also calls Cook frugal, but generous and he started a matching charity program at Apple once he took the CEO title back in 2011. And according to the excerpts, he listed Robert F. Kennedy and the Rev. Martin Luther King Jr. as among his heroes. Pictures of both adorned his office.

"Haunted Empire: Apple After Steve Jobs," will be published March 18th by HarperBusiness. No word yet on pricing. 

source: WSJ



1. StraightEdgeNexus

Posts: 3689; Member since: Feb 14, 2014

Cook's a machine yeah a profit exerting money looting machine.

2. Commentator

Posts: 3723; Member since: Aug 16, 2011

Tim Cook is just a love machine/ And he won't work for nobody but you.

3. smacsteve

Posts: 86; Member since: May 16, 2012

I've had the displeasure of sitting through a Tim Cook speech during my tenure at Apple during his time under Steve around '05. It was anything but riveting! I freaking fell asleep! He's the most boring speaker I've ever heard and what came out of his mouth was damn near worthless to hear! Oh how I loath this man as CEO of Apple. Mark my words, he's going to drive this company right back to pre1997 woes.

4. Commentator

Posts: 3723; Member since: Aug 16, 2011

What'd you do at Apple?

6. Finalflash

Posts: 4063; Member since: Jul 23, 2013

Well visionaries are hard to find by so that void is still there. You can see from the products since the iPhone 4 have been extremely lacking and largely because Jobs took a huge hit during that time health wise. They put Ive in charge of all design aspects, a guy who wants to design cups is now designing phones and likewise, iPhones are usually better at being coasters can smartphones these days. Quality has taken a hit, innovation has taken a hit, and now they're randomly grasping at strings for new revenues and products.

7. Sauce unregistered

These "coasters" keep setting better records than your brand of choice. Something is being done right.

9. Finalflash

Posts: 4063; Member since: Jul 23, 2013

Obviously, they market the coasters to chiIdren and the elderly, the ones they can easily exploit. I can't ethically laud their exploitative but successful tactics like you can but hey, everyone is different.

12. Sauce unregistered

Most people I see who have iPhones, everywhere in the U.S. at least, are high school / college students, and middle age adults below 40. Keep brainwashing yourself by this false stereotypical comment lol. Random side note: finishing House of Cards season two, if you don't like Apple that much, I advise you do not watch that show.

10. tedkord

Posts: 17410; Member since: Jun 17, 2009

Ya know, it's funny. When you mention Samsung sales numbers, you get the Ferrari/Hyundai argument because sales numbers don't mean anything. But when it comes to Apple, sales numbers are suddenly proof of quality.

11. Sauce unregistered

Where did I mention sales numbers? Is that what you're thinking because thats what Apple always does? Records come in many ways, and numbers is just one of them.

5. Slammer

Posts: 1515; Member since: Jun 03, 2010

The only time Apple did well, was when Steve Jobs was at the helm. The reason was because he was Apple. It was built around him. His vision and his tenacity. His marketing skill coupled with stage sound bites. He hired everyone that helped bring Apple back from the brink of bankruptcy. After his death, his personal, hand picked employees were fired or quit. His visions went with him. Apple is sucking air right now and is only remaining in the game due to the wealth it has amassed from consumers that don't realize that Steve was the heartbeat of the company. The company has become no more evolutionary than any other company but yet charging twice as much. John B.

8. Sauce unregistered

Wasn't Cook hand picked?

13. darkkjedii

Posts: 31291; Member since: Feb 05, 2011

Rock on apple. Can't wait for the 2014 lineup, looking forward to upgrading to new iOS goodness. Let's get it crackin Cook, I need my 2014 iOS iFix mannnnn.

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