Tim Cook's Impact on Apple Detailed in New Profile Along With Plans for New Board Members

timcook.pngThe Wall Street Journal has released a new profile of Apple under Tim Cook, highlighting the changes the CEO has made to the company following the long and famous reign of Steve Jobs. While most of this information was previously known, it is a solid overview of the changes Cook has introduced to Apple and it does give a few new details on Cook's plans.

Described as a "kinder, gentler" workplace, Apple under Tim Cook has a new focus on deep collaboration between employees. Cook is said to be less involved in product development and more willing to delegate tasks to employees, expanding the roles of several executives and giving design chief Jonathan Ive more control over product development. He's also made major moves like acquiring Beats and hiring high-profile executives like Angela Ahrendts, and he's also said to be working on adding new board members.

According to people familiar with the company, Mr. Cook is actively seeking new directors to add to Apple's eight-person board, known for its loyalty to Mr. Jobs. Six of the seven outside directors are aged 63 or older. Four of them have served for more than a decade, including two who have been on the board since the late 1990s: former Intuit Corp. Chief Executive Bill Campbell and J. Crew Group Inc. Chief Executive Millard S. "Mickey" Drexler.

Cook is labeled as more of a manager and less of a visionary, causing current and former Apple employees to worry that without Steve Jobs, Apple is losing its "frenetic pace and focus" on new products. Employees also worry that the company may be working on too many projects at once.

Under Mr. Cook, current and former employees say Apple may be spreading itself too thin, pursuing too many ideas and compromising the "laser focus" that Mr. Jobs used to create the iMac, iPhone and iPad.

"It was Steve's job to say no," one of these people said. "Tim is not as comfortable doing that."

The Wall Street Journal's full report has a much more detailed comparison of Cook and Jobs and it offers insight on other changes Cook has brought to the company, including lessening its impact on the environment and pledging to match employee charity donations.

Top Rated Comments

SeattleMoose Avatar
92 months ago
The WS sharks want Cook out. They want a more pliable CEO that is more "WS friendly" (think cash hoard sucked away via dividends). Usually they attack more directly. In this case, they just insinuate (using convenient unnamed sources) that he is not the right man for the job (while giving him his due on issues that are considered chump change). SJ handpicked Cook for the job. I would rather go with that than some WS brown-noser.

Apple will be fine under Cook.

WS is a joke anyway...glorified (and rigged) casino.

TJReilly (WS defender) response in 3,2.1....;)
Score: 45 Votes (Like | Disagree)
inkswamp Avatar
92 months ago
Poor Tim Cook. The guy has kept Apple rolling along and just as successful as before Steve Jobs' death, and yet everyone seems incredibly eager to invalidate his presence there. People seem to forget that he was one of the integral players in Apple's revival. It's not like he was just hired the day Steve Jobs left the company.

The man has his own style of leadership and it seems to have worked out just fine for the last few years (god forbid he's not a clone of Steve!) And that's not to mention his work at Apple for the decade plus prior to that. I'm not sure why people think he has to keep proving himself.
Score: 40 Votes (Like | Disagree)
Klae17 Avatar
92 months ago
And Steve said yes to these:

Score: 38 Votes (Like | Disagree)
Klae17 Avatar
92 months ago
He is not comfortable saying no? Tim, you are the CEO now. It is up to you to settle stalemates and give products that are ultimately a reflection of your company the final sniff test. You are the decider and you are no longer the COO.

Man up already.

One person said he doesn't feel comfortable saying no. Other than that, there is no proof.
Score: 22 Votes (Like | Disagree)
street.cory Avatar
92 months ago
“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I’m actually as proud of the things we haven’t done as the things I have done. Innovation is saying ‘no’ to 1,000 things.”

-Steve Jobs
Score: 20 Votes (Like | Disagree)
whooleytoo Avatar
92 months ago
Wasn't there an article on Macrumors some time ago about Cook's style - how he often used to repeatedly ask the same question until he got the answer he wanted (or until everyone went silent and was staring at the table).

That doesn't seem to tally with this particular story.
Score: 17 Votes (Like | Disagree)

Top Stories

Pro Display XDR Yella

Apple Working on External Display With Built-In A13 Chip

Friday July 23, 2021 9:37 am PDT by
Apple is developing an external display that includes an A13 chip with Neural Engine, according to a new rumor from 9to5Mac. The A13 chip with Neural Engine would presumably serve as an eGPU, though details are light at this time. Having a CPU/GPU built into the external display could help Macs deliver high-resolution graphics without using all the resources of the computer's internal chip....
iOS 14 on iPhone feature emergency

Apple Releases iOS and iPadOS 14.7.1 With Fix for Touch ID Apple Watch Bug

Monday July 26, 2021 9:48 am PDT by
Apple today released iOS and iPadOS 14.7.1, minor bug fix updates that come just a week after the release of iOS 14.7, software that introduced new Apple Card features and support for the MagSafe Battery Pack. The iOS and iPadOS 14.7.1 updates can be downloaded for free and the software is available on all eligible devices over-the-air in the Settings app. To access the new software, go to...
discount m1 macbook yellow

Deals: Shop Record Low Prices Across Apple's Full MacBook Pro and MacBook Air Lineup (Up to $499 Off)

Friday July 23, 2021 8:23 am PDT by
Apple's MacBook Pro and MacBook Air lineup is seeing all-time low discounts across the board today, including the 2019 16-inch MacBook Pro, 2020 13-inch MacBook Air, and 2020 13-inch MacBook Pro. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. 13-Inch M1...
iphone 12 pro gold

Report: iPhone 14 Pro Models to Feature Tough Titanium Alloy Chassis

Monday July 26, 2021 1:12 am PDT by
Next year's "iPhone 14" series is expected to feature high-end models with a new titanium alloy chassis design, claims a new investors report by JP Morgan Chase. According to the report, the use of titanium alloy will be one of the biggest changes to the case design in the 2022 iPhone series, and Foxconn will be the exclusive manufacturer of the titanium frames for the high-end models....
FaceID iMac REREREREMIX

Gurman: Face ID on the Mac Coming Within a 'Couple of Years'

Sunday July 25, 2021 7:09 am PDT by
Apple plans to bring Face ID to the Mac within the next "couple of years," respected Bloomberg journalist Mark Gurman said today in the latest edition of his Power On newsletter. In the newsletter, Gurman says that he believes Apple's ultimate goal is to shift all of its products to Face ID, including the lower-end iPhones such as the iPhone SE and the iPad Air, which feature Touch ID....
airpods 3 gizmochina Feature

AirPods 3 Rumored to Launch Alongside iPhone 13 at Expected September Event

Friday July 23, 2021 12:54 am PDT by
The third-generation AirPods will likely launch at the same event revealing Apple's upcoming iPhone 13 lineup, according to a report from DigiTimes, which makes the claim citing sources familiar with the matter. The report as a whole echoes previous reporting that production of the third-generation AirPods will kickstart in August, meaning a launch shortly after can be easily expected. DigiTi...
imac with accessories

Larger Redesigned High-End iMac Rumored to Launch Next Year

Monday July 26, 2021 3:45 am PDT by
Apple's larger redesigned iMac will arrive sometime in 2022 rather than later this year, according to the leaker known as "Dylandkt." On Twitter, Dylandkt claimed that Apple's "high end iMac" is not expected to release in the fourth quarter of 2021 alongside Apple's "M1X Macs" – a reference to Apple's redesigned MacBook Pro models – because "Apple simply does not want their devices to...
apple bitcoin hack

Is Apple Really Buying Bitcoin?

Monday July 26, 2021 3:07 am PDT by
A large number of websites and posts on social media are stoking rumors that Apple has purchased $2.5 billion worth of bitcoin in the company's first move into cryptocurrency, but is there any validity to the claims? Many people are citing the fact that Apple was looking for a Business Development Manager with experience in alternative payments, including cryptocurrency, earlier this year as ...
apple mac business page

Apple Shares 11 Reasons Why Business Users Should Choose Macs

Monday July 26, 2021 11:35 am PDT by
Apple today updated its Apple at Work website with a new section dedicated to the Mac, which offers up 11 reasons why "Mac means business." On the webpage, Apple highlights the M1 chip as the number one reason why business users should choose a Mac, offering up an M1 overview [PDF] that explains the benefits of the M1 chip. The information isn't new, but it does provide a look at all of...
magsafe battery pack iphone 12 mini

Top Stories: Hands-On With MagSafe Battery Pack, iPhone 13 Always-On Display?

Saturday July 24, 2021 6:00 am PDT by
Apple's new MagSafe Battery Pack is now available, and we went hands-on this week for some early impressions of the new accessory to get more battery life out of Apple's iPhone 12 lineup. Subscribe to the MacRumors YouTube channel for more videos. This week also saw a number of rumors about the upcoming redesigned MacBook Pro models, the iPhone 13 lineup, the next-generation iPad mini, a new...