NewImageBack in April, Apple CEO Tim Cook appeared in an event at Duke University's Fuqua School of Business discussing leadership. Cook earned his MBA from Duke after getting a BS from Auburn University.

He discusses collaboration, ethical leadership, career planning and more. Cook doesn't address Apple specifically, but in response to a question about achieving good collaboration, he talks about the need to hire executives who don't need their name in the spotlight and who are incredibly excited about the work they are doing.

This was among the advice Apple CEO Tim Cook shared with students at Duke University's Fuqua School of Business on April 26th. Back on campus for his 25-year reunion, Cook took part in an hour-long dialogue with Fuqua Dean Bill Boulding and the students in a jam-packed Geneen Auditorium buzzing with excitement to hear from the leader of the world's most profitable company.

The Apple CEO has embarked on a career far different than he had envisioned after graduating from Fuqua's Evening Executive MBA program in 1988. "For me the journey was not predictable at all. You have to find your own north star and stay with your north star."


The embedded video above is a playlist and will play through each of the seven clips of Cook that the university has posted.

Top Rated Comments

bbeagle Avatar
161 months ago
omg if Tim Cook was a turtle he'd be the slowest of them all. get to the point zZz dreadful

the interviewer and him are a perfect match however
You couldn't have possibly watched the videos. You posted this just 3 minutes after the article was submitted. You just came on here to poke fun and leave nothing of value - the complete opposite of what Tim Cook states in his videos.

The videos, so far, are very insightful and thought provoking. Something that cannot be done in 140 character twitter bites or quick action music videos. Tim Cook does NOT speak like a turtle, but rather has well, thought out points to convey.
Score: 15 Votes (Like | Disagree)
MonkeySee.... Avatar
161 months ago
So impressive... :rollseyes:

Sometimes is better not to post at all.
Score: 10 Votes (Like | Disagree)
Tankmaze Avatar
161 months ago
You look for people that are not political. People that are not bureaucrats. People that can privately celebrate the achievement, but not care if their name that is in the one in the lights. There are greater reasons to do things.


I'm guessing he's talking about Scott Forstall :D
but this is really a great interview. Tim Cook is a smart fellow.
Score: 7 Votes (Like | Disagree)
bbeagle Avatar
161 months ago
Not smart enough to keep the stock from tanking.

How does knowing how to manipulate the stock market equate to intelligence?

I guess Albert Einstein wasn't intelligent because he couldn't get rich in the stock market. Okay. I see. :rolleyes:
Score: 5 Votes (Like | Disagree)
derbladerunner Avatar
161 months ago
omg if Tim Cook was a turtle he'd be the slowest of them all. get to the point zZz dreadful
I would rather have a CEO who thinks before he speaks and not a self-centered artist who has no clue but works well on camera (lots of CEO are in the second category, sadly).

Judge Cook by his achievements. I think we will get some nice surprises by the end of next year (new product categories from Apple).
Score: 5 Votes (Like | Disagree)
vito Avatar
161 months ago
You couldn't have possibly watched the videos. You posted this just 3 minutes after the article was submitted. You just came on here to poke fun and leave nothing of value - the complete opposite of what Tim Cook states in his videos.

The videos, so far, are very insightful and thought provoking. Something that cannot be done in 140 character twitter bites or quick action music videos. Tim Cook does NOT speak like a turtle, but rather has well, thought out points to convey.

Yep, pretty much said what I was thinking - folk are quick to chime in without listening.

Some interesting comments so far in his interview, can't wait for WWDC

----------

How does knowing how to manipulate the stock market equate to intelligence?

I guess Albert Einstein wasn't intelligent because he couldn't get rich in the stock market. Okay. I see. :rolleyes:

Am I missing something, record revenue, impressive profits, but because the stock is down TC isn't doing a good job :D
Score: 3 Votes (Like | Disagree)

Popular Stories

Tim Cook Rainbow

Apple Event in October? Here's What to Expect

Monday September 29, 2025 9:31 am PDT by
Apple's annual iPhone event is in the rearview mirror, but rumors suggest the company plans to release a handful of additional products before the year ends. Will there be another Apple event this October? We discuss the possibility below. Apple in October Apple's most recent October events were in 2021 and 2023. In 2022 and 2024, Apple did not host an October event. Instead, it...
apple wallet drivers license feature iPhone 15 pro teal 1

Apple's iPhone Driver's License Feature Now Available in 11 U.S. States

Tuesday September 30, 2025 6:40 am PDT by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Apple recently revealed that the feature would soon be available in North Dakota, and starting today, the feature has officially gone...
space black mbp

Here's Every New Apple Product That Leaked Yesterday

Wednesday October 1, 2025 8:27 am PDT by
A handful of upcoming Apple products leaked yesterday, through a combination of YouTube videos out of Russia and U.S. Federal Communications Commission (FCC) documents that were released, despite Apple's confidentiality requests. The leaked products include an iPad Pro with an M5 chip, as well as updated MacBook Pro and Apple Vision Pro models. All of these devices had already been rumored...
maxresdefault

New iPad Pro With M5 Chip Leaked in Unboxing Video

Tuesday September 30, 2025 8:39 am PDT by
An apparent unboxing video for an unannounced iPad Pro with the M5 chip was uploaded to YouTube today by Russian channel Wylsacom. The same YouTube account leaked the 14-inch MacBook Pro with the M4 chip before it was announced by Apple last year, so this is likely a legitimate leak. Based on the box shown in the video, this appears to be a 13-inch iPad Pro with an M5 chip, 256GB of...
fcc vision pro leak

FCC Accidentally Leaks Apple's Next Vision Pro

Tuesday September 30, 2025 3:48 pm PDT by
The United States Federal Communications Commission (FCC) has seemingly confirmed Apple's work on an updated version of the Vision Pro headset. One of several documents the FCC shared today references an Apple-designed "Head Mounted Device" with a model number of A3416. An included image confirms the device is a Vision Pro. The FCC's uploads are transmission tests, SAR test reports, and...
iOS 26 Feature

iOS 26.1 to iOS 26.4 Will Add These New Features to Your iPhone

Wednesday October 1, 2025 1:26 pm PDT by
iOS 26 was released last month, but the software train never stops, and iOS 26.1 beta testing is already underway. So far, iOS 26.1 makes both Apple Intelligence and Live Translation on compatible AirPods available in additional languages, and it includes some other minor changes across Apple Music, Calendar, Photos, and Safari. More features and changes will follow in future versions,...
macbook pro prime day 2025

FCC Leaks Upcoming MacBook Pro and More

Tuesday September 30, 2025 1:58 pm PDT by
The United States Federal Communications Commission has confirmed Apple's work on a new version of the MacBook Pro and several other products, leaking details on the devices ahead of launch. The FCC published documents that reference model numbers that do not correspond with existing devices. A3434, for example, references an unreleased MacBook Pro, while other numbers are likely for...
iPhone 17 vs Air and Pros Feature

New iPhones See 'Stronger Than Expected' Demand With One Exception

Thursday October 2, 2025 7:26 am PDT by
Nearly two weeks after the iPhone 17 series launched, analysts at investment banking firm Morgan Stanley said demand for the devices has been "modestly stronger than we originally expected," based on a combination of extended shipping estimates on Apple's online store and information it gathered from Apple's supply chain. There has been strong early demand for the iPhone 17, iPhone 17 Pro,...
Apple 2025 Thumb 1

Apple's 2025 Product Roadmap: What's Still Coming

Wednesday October 1, 2025 3:56 pm PDT by
Apple's two big yearly events, WWDC and the iPhone launch, are done and over with, but there are still some new products that we're expecting to see before the end of the year. Apple TV The Apple TV hasn't been updated since 2022, so it's due for a refresh. It doesn't look like Apple is going to change the design of its set-top box, but we can expect a faster chip Apple code suggests...
iOS 26

Apple Releases iOS 26.0.1 With Fixes for Wi-Fi, Cellular, and Camera Issues on iPhone 17 Models

Monday September 29, 2025 10:12 am PDT by
Apple today released iOS 26.0.1 and iPadOS 26.0.1, the first updates to the iOS 26 and iPadOS 26 operating systems that came out earlier this week. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update. According to Apple's release notes for the update, iOS 26.0.1 addresses a bug that could cause aberrations in...