New Profile on Apple CEO Tim Cook Details Influence on Product Development, iWatch Plans

timcook.png A new profile on Tim Cook done by the New York Times has shared a variety of details discussing the Apple CEO's leadership style over his nearly three year tenure as the head of the company, including his influence on product development, brand expansion, and "quiet" approach to design. The profile also sheds new light on the development of Apple's highly-rumored "iWatch" smartwatch.

The report notes Cook's differences in management compared to Apple's late co-founder Steve Jobs, sharing how the CEO has made key decisions to release unique new products and acquire new talent over the past few years. Moreover, his attempts to broaden Apple's brand by expressing support for initiatives such as environmentalism and charitable giving were also highlighted.

A number of Cook's peers spoke on Apple's pressure to deliver another breakthrough product, with Apple design chief Jony Ive saying that Cook has "not neglected" the company's central mission of "innovation," noting that it has been "hard" for the company and its CEO to "be patient."

Honestly, I don’t think anything’s changed,” he said. And that includes the clamor for some exciting new thing. “People felt exactly the same way when we were working on the iPhone,” Mr. Ive added.

New details were also shared on Cook's influence on the iWatch, with the report noting Cook has been "less involved" in the direct engineering of the device, delegating the hands-on roles to other executives such as Ive. Cook is said to be interested in the smartwatch's "broader implications", taking an interest as to how the device could help people monitor their health more efficiently. Sources said that the iWatch is expected to launch in the fourth quarter of this year, which is in line with previous reports.

Cook has also managed to acquire new personnel throughout the past few years, hiring personnel such as former Burberry chief Angela Ahrendts to head Apple's retail efforts and former Yves Saint Laurent CEO Paul Deneve to lead "special projects." U2 lead singer Bono, who worked closely with Apple through the (Product) RED initiative, says that Cook is amassing a "creative brain trust," adding that Apple's acquisition of Beats Electronics was done to expand the company's creative perspective in the absence of Jobs.

Disney CEO and Apple board member Bob Iger also shared perspective on Cook's decision making towards new products:

Since he took over, the company has released a number of upgrades, including a smaller tablet, the iPad Mini. Mr. Cook “thought the world would love a smaller and less expensive tablet,” said Robert A. Iger, the chief executive of Disney and a member of Apple’s board. It was a product that Mr. Jobs thought did not have a market, he said.

The profile finally speaks on Cook's approachability as told by developers and employees at the company, highlighting the CEO's ability to hold conversation and express his activism and perspectives. Overall, while Apple has experienced criticism amid slowing revenue growth and the lack of drastic product expansion, the profile notes that Cook has gained a considerable amount of influence throughout his tenure as CEO.

Apple is expected to launch a variety of new products this year, including bigger iPhones, a new Apple TV, and refined iPads, as well as new MacBooks and an upgraded iMac in addition to the aforementioned iWatch.

Related Roundup: Apple Watch Series 8
Buyer's Guide: Apple Watch (Buy Now)
Related Forum: Apple Watch

Top Rated Comments

silentmajority Avatar
111 months ago
Steve Jobs is dead. Not sure if some of you are aware of that. Tim Cook didn't steal Apple away from Jobs, so it's pointless to keep saying that "Cook is no Jobs". Though I'd point out that he's aware of that, which is why they're busy assembling a "creative brain trust".
Score: 31 Votes (Like | Disagree)
cloudyo Avatar
111 months ago
Jobs was a visionary. He saw where technology would be in 5-10 years down the road. Tim Cook is no Steve Jobs!
Cook knows that he is no Steve Jobs, thats why he is hiring creative talent. Knowing what you can't do is just as important as knowing what you are good at. In that regard he is doing a great job so far.
Score: 23 Votes (Like | Disagree)
mertyz Avatar
111 months ago
IMHO, comparing people is silly. Saying Jobs was "one of a kind" and then expecting someone else to be like him is even more silly. Apparently, Cook is aware of his strengths and weaknesses. He is certainly better than Jobs in analysing the market in an unbiased fashion. Recent hires and acquisitions, as mentioned in the article, is a try towards feeding the company's hunger for creativity. Time will tell how all of this will work out but for the time being, Cook is a really good successor.
Score: 22 Votes (Like | Disagree)
tuckerjj Avatar
111 months ago
Tim Cook is no Steve Jobs. Jobs was an innovator who created things that Microsoft and Google copied (example: Mac OS and iOS). Cook is a follower who copies Microsoft and Google (example: flat design).

Right, like how Jobs created the MP3 player, the smartphone, and the tablet.

Innovation doesn't mean creating something new, it means doing something better in a way that has a significant impact on society.
Score: 19 Votes (Like | Disagree)
macs4nw Avatar
111 months ago
I'm not surprised the New York Times' profile gave TC a fairly good review, with little to no criticism, and most of those interviewed, giving positive feedback about the 'new' CEO.

Tim has so far done an admirable job, under very challenging conditions, imho. Is his management style different? Absolutely. But that may turn out to be a good thing.
Score: 13 Votes (Like | Disagree)
Kariya Avatar
111 months ago
Tim Cook is no Steve Jobs. Jobs was an innovator who created things that Microsoft and Google copied (example: Mac OS and iOS). Cook is a follower who copies Microsoft and Google (example: flat design).

This statement is filled with ignorance
Score: 12 Votes (Like | Disagree)

Popular Stories

maxresdefault

Can't Get an iPhone 14 Pro? Here's Why You Should Wait for the iPhone 15 Ultra

Monday December 5, 2022 11:44 am PST by
Due to production issues at Apple supplier factories in China, the iPhone 14 Pro and iPhone 14 Pro Max are backordered and basically out of stock at every store. If you were planning to gift or receive an iPhone 14 Pro model for the holidays and didn't already get one, you're basically out of luck because they're gone until late December. Subscribe to the MacRumors YouTube channel for more ...
iPhone Measure Height

Newer iPhones Allow You to Measure Someone's Height Instantly — Here's How

Saturday December 3, 2022 10:23 am PST by
iPhone 12 Pro and Pro Max, iPhone 13 Pro and Pro Max, and iPhone 14 Pro and Pro Max models feature a LiDAR Scanner next to the rear camera that can be used to measure a person's height instantly in Apple's preinstalled Measure app. To measure a person's height, simply open the Measure app, point your iPhone at the person you want to measure, and make sure they are visible on the screen from...
General iOS 16 Feature Yellow

iOS 16.2 for iPhone Launching This Month With These 8 New Features

Thursday December 1, 2022 8:44 am PST by
Apple plans to publicly release iOS 16.2 for the iPhone in mid-December, according to Bloomberg's Mark Gurman. The update remains in beta testing for now, with at least eight new features and changes already uncovered so far. iOS 16.2 introduces a number of new features, including Apple's new whiteboard app Freeform, two new Lock Screen widgets for Sleep and Medications, the ability to hide...
14 vs 16 inch mbp m2 pro and max feature 1

Major RAM Upgrade Coming to Next-Generation MacBook Pro

Friday December 2, 2022 2:03 am PST by
The next-generation MacBook Pro models could feature faster RAM, according to a recent report from a reliable source. MacRumors Forums member "Amethyst," who accurately revealed details about the Mac Studio and Studio Display before those products were announced, recently provided information about Apple's upcoming 14- and 16-inch MacBook Pro models. The new machines are expected to feature...
iOS 16

When Will iOS 16.2 Be Released?

Friday December 2, 2022 2:13 pm PST by
Apple in late October began testing iOS 16.2 and iPadOS 16.2 updates, providing betas to both developers and public beta testers. As of now, we've had four total betas, with the fourth beta having been released earlier this week. iOS 16.2 and iPadOS 16.2 are expected before the end of the year, and we thought we'd try to narrow down the launch timeline. With only four betas released since...
apple ar headset concept 1

Kuo: Apple Headset Shipments Potentially Delayed Until Second Half of 2023

Sunday December 4, 2022 7:38 am PST by
Mass shipments of Apple's long-rumored AR/VR headset may be delayed until the second half of 2023 due to unspecified "software-related issues," according to the latest information shared today by tech analyst Ming-Chi Kuo. Apple headset render by Ian Zelbo Kuo said mass shipments of components for the headset are still likely to begin in the first half of 2023, but he believes that mass...
iPhone 14 Pro Purple Side Perspective Feature Purple

iPhone 15 Pro Rumored to Have These 5 Exclusive Features

Saturday December 3, 2022 10:55 am PST by
While we're still around nine months away from Apple unveiling the iPhone 15 lineup, rumors already suggest that the higher-end Pro models will have even more exclusive features than usual compared to the standard models next year. There are currently at least five features rumored to be exclusive to iPhone 15 Pro models:A17 chip: iPhone 15 Pro models will be equipped with an A17 Bionic...
nothing phone 2

Nothing Plans to Launch Smartphone in US to Take on Apple's iPhone

Monday December 5, 2022 12:38 am PST by
UK-based tech company Nothing plans to launch a smartphone in the US to directly compete with Apple's iPhone, according to a new report out today. In an interview with CNBC, Nothing CEO Carl Pei said the startup is in "early conversations" with American cellular carriers about launching a new phone in the US, but he stopped short of naming any of the carriers or the phone model. Nothing...
introducing apple music sing

Apple Music Adding a Karaoke Experience With Apple Music Sing

Tuesday December 6, 2022 7:09 am PST by
Apple today announced Apple Music Sing, a new feature in Apple Music that lets users sing their favorite songs with adjustable vocals and more. Apple Music Sing will utilize Apple Music's real-time lyrics to allow users to sing to their favorite songs using adjustable vocals, background vocals, and duet view to allow more than one singer.Apple Music Sing includes: Adjustable vocals: Users...