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
163 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
163 months ago
So impressive... :rollseyes:

Sometimes is better not to post at all.
Score: 10 Votes (Like | Disagree)
Tankmaze Avatar
163 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
163 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
163 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
163 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

hikawa phone grip stand apple%402x

Apple Launches Second Limited-Edition iPhone Accessory in a Month

Friday November 21, 2025 3:53 am PST by
Apple has begun selling the Hikawa Phone Grip and Stand, a new limited-edition iPhone accessory designed with accessibility in mind. Designed by LA-based Bailey Hikawa to celebrate the 40th anniversary of accessibility at Apple, the grip uses magnets to securely snap onto any iPhone with MagSafe. Apple says it can be removed with ease, and doubles as a stand with two different viewing...
iOS 26

iOS 26.2 Adds These New Features to Your iPhone

Thursday November 20, 2025 10:50 am PST by
iOS 26.2 is currently in beta testing. The upcoming update includes a handful of new features and changes on the iPhone, including a new Liquid Glass slider for the Lock Screen's clock, offline lyrics for Apple Music, and more. In a recent press release, Apple confirmed that iOS 26.2 will be released to all users in December, but it did not provide a specific release date. Keep reading...
Apple Shopping Event 2025

Apple Announces 2025 Black Friday Event, Here's What You Can Get

Thursday November 20, 2025 6:28 am PST by
Apple's annual four-day Black Friday through Cyber Monday shopping event is returning on Friday, November 28 through Monday, December 1 in many countries, including the United States, Canada, Australia, New Zealand, France, Germany, Italy, Spain, the United Kingdom, Belgium, the Netherlands, Sweden, Thailand, and others. During the shopping event, customers can get an Apple gift card with...
iOS 26 on Three iPhones

iOS 27 Will Reportedly Have Two Key Upgrades

Sunday November 23, 2025 8:48 am PST by
iOS 27 will reportedly have two major elements: quality improvements and new AI features. In his Power On newsletter today, Bloomberg's Mark Gurman said that iOS 27 will be similar to Mac OS X Snow Leopard, in the sense that Apple is focused on improving "quality and underlying performance" over adding new features. Gurman said there is one exception to this rule, though, as he expects...
maxresdefault

The MacRumors Show: iPhone 18 Pro Looks Like a Huge Upgrade

Friday November 21, 2025 9:10 am PST by
On this week's episode of The MacRumors Show, we talk through all of the new features and improvements expected to come to next year's iPhone 18 Pro and iPhone 18 Pro Max models. Subscribe to The MacRumors Show YouTube channel for more videos Apple's next-generation iPhones are less than ten months away and we already have a good idea about what to expect based on corroborated leaks, rumors,...
General Black Friday Deals 25 Red

Apple Black Friday Deals Available Now on AirPods, iPads, Accessories, and More

Friday November 21, 2025 8:48 am PST by
We're only a few days away from Black Friday, which will take place on Friday, November 28 in 2025. As always, this will be the best time of the year to shop for great deals, including popular Apple products like AirPods, iPad, Apple Watch, and more. In this article, the majority of the discounts will be found on Amazon. Note: MacRumors is an affiliate partner with some of these vendors. When...
Apple Foldable Thumb

Foldable iPhone to Debut These Two Breakthrough Features

Wednesday November 19, 2025 7:26 am PST by
Apple's first foldable iPhone is expected to launch alongside the iPhone 18 Pro models in fall 2026, and it's shaping up to include two standout features that could set it apart from the competition. The book-style foldable will reportedly feature an industry-first 24-megapixel under-display camera built into the inner display, according to a recent JP Morgan equity research report. That...
ipad black friday 2025

The Best Early Black Friday iPad Deals

Thursday November 20, 2025 10:20 am PST by
Black Friday is just over a week away, and iPad deals have finally started to flood in at retailers like Amazon and Best Buy. Below we're tracking discounts on every current generation iPad, including lowest-ever prices on M3 iPad Air and M5 iPad Pro, plus steep markdowns on iPad and iPad mini. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a ...
streaming black friday 2025

Black Friday Streaming Deals Include Big Savings on Disney+, Hulu, Apple TV, and More

Monday November 24, 2025 8:03 am PST by
We've been focusing on deals on physical products over the past few weeks, but Black Friday is also a great time of year to purchase a streaming membership. Some of the biggest services have great discounts for new and select returning members this week, including Disney+, Hulu, Paramount+, Peacock, and more. Note: MacRumors is an affiliate partner with some of these vendors. When you click a...