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Tim Cook described as a 'machine,' 'riveting' in upcoming book about Apple after Steve Jobs

post #1 of 51
Thread Starter 
The Wall Street Journal on Friday published an excerpt from an upcoming book detailing Apple's corporate culture since the passing of cofounder Steve Jobs, with the snippet offering perspective on Tim Cook's ascension within the company.

Cook
Apple CEO Tim Cook speaking to ABC on government surveillance. | Source: ABC News


In a piece adapted from the upcoming book "Haunted Empire: Apple After Steve Jobs," author and former WSJ reporter Yukari Iwatani Kane describes Cook's early days at Apple and how the CEO has changed the corporate atmosphere since taking over for Jobs in 2011.

Along with a brief overview of Cook's life as a student, his business pedigree and entry into Apple, the short excerpt takes a deeper look at the chief executive who has had to steer the company under the ever-present shadow of Jobs' legacy.

A recurring theme throughout the piece is Cook's attention to detail and an almost machine-like way of operating in both his work and private lives.

To some, Cook was a machine; to others, he was riveting. He could strike terror in the hearts of his subordinates, but he could also motivate them to toil from dawn to midnight for just a word of praise.


When he first joined Apple, those who met Cook in passing considered him an affable and down-to-earth Southerner -- the piece includes a Mister Rogers reference -- but not many people knew him outside of the workplace. Those who worked under him noted a quiet intensity never seen in public. As COO, he was methodical and wanted his subordinates to treat Apple like a $20 billion company when it was still a $6 billion firm.

Meetings with Cook could be terrifying. He exuded a Zenlike calm and didn't waste words. "Talk about your numbers. Put your spreadsheet up," he'd say as he nursed a Mountain Dew.


Cook is also described as being the "polar opposite" of Jobs. Where Jobs would yell and belittle his employees, Cook used silence as a weapon.

Cook also knew the power of silence. He could do more with a pause than Jobs ever could with an epithet. When someone was unable to answer a question, Cook would sit without a word while people stared at the table and shifted in their seats. The silence would be so intense and uncomfortable that everyone in the room wanted to back away. Unperturbed, Cook didn't move a finger as he focused his eyes on his squirming target. Sometimes he would take an energy bar from his pocket while he waited for an answer, and the hush would be broken only by the crackling of the wrapper.


The excerpt goes on to detail Cook's management style after he became CEO. For example, the Apple chief is changing the company's work climate through various initiatives like charity programs, while being more sociable and open to employees than Jobs.

"Haunted Empire: Apple After Steve Jobs" will be published on Mar. 18 by HarperBusiness
post #2 of 51
Awesome! Tim is like Kai Proctor from Banshee, except that he doesn't dispose of people who mess up in a meat grinder… that we know of.

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post #3 of 51
Just because you're methodical and exacting doesn't make you a machine, it's the only way to do logical thought, for machine or man.

By the way, Haunted Empire is a very cool title.
post #4 of 51
I feel he is moving the company forward with purpose and determination. As he intimated, longs will be rewarded.
post #5 of 51

So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?

post #6 of 51
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Originally Posted by otterfish View Post

So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?

I'll take that bet. Never.

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post #7 of 51

Tesla could become a huge Co. without Apple. Esp if he sells batteries to every car manfacturer and controls the charging stations.

post #8 of 51
I've often pondered - if Tim had have being on the NeXT team...
Edited by buckalec - 2/28/14 at 9:23pm
post #9 of 51
Quote:
Originally Posted by otterfish View Post

So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?
Musk does not follow he leads.
post #10 of 51
Quote:
Originally Posted by otterfish View Post

So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?
I think the odds of that occurring is equal to the odds the Cleveland Browns have at winning the Super Bowl next year.
post #11 of 51

Tim Cook described as a ‘machine,’ ‘riveting'...

 

Machines tend to do that, yeah. If it was intentional, I applaud the pun.

 

Originally Posted by otterfish View Post
So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?

 

February 30.

post #12 of 51

Extry Extry!  Read all about it!

 

Former Wall Street Journal Reporter Sells Out to Cash In!

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post #13 of 51
All this may be true, complete, and unbiased, but I wouldn't jump to be certain it is:

http://daringfireball.net/2014/02/fitting_facts_to_the_narrative
post #14 of 51
Originally Posted by jungmark View Post


I think the odds of that occurring is equal to the odds the Cleveland Browns have at winning the Super Bowl next year.

 

Even smaller odds, I'd guess.

 

About the same as for the Cleveland Browns to win the Super Bowl in July of next year.

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post #15 of 51
Originally Posted by AppleInsider View Post
Sometimes he would take an energy bar from his pocket while he waited for an answer, and the hush would be broken only by the crackling of the wrapper.

 

I wonder how often poor little Scotty Forstall got the silent treatment.

Especially after the iOS 6 Maps update.  

And all that old-school skeuomorphism.

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post #16 of 51
Quote:
Originally Posted by nagromme View Post

All this may be true, complete, and unbiased, but I wouldn't jump to be certain it is:

http://daringfireball.net/2014/02/fitting_facts_to_the_narrative
Very good article by John Gruber. Couldn't agree more.
post #17 of 51
Quote:
Originally Posted by SolipsismX View Post

I'll take that bet. Never.

Agreed.

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #18 of 51
Quote:
Originally Posted by otterfish View Post
 

So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?


No.  Why?

post #19 of 51
Quote:
Originally Posted by SockRolid View Post

I wonder how often poor little Scotty Forstall got the silent treatment.
Especially after the iOS 6 Maps update.  
And all that old-school skeuomorphism.

Tim pulled him into his office and, for three whole hours, didn't exchange very stern words with him.
Pot is legal in North Korea.
That explains a considerable amount.

"The United States will respond proportionally at a place and time we choose..."
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Pot is legal in North Korea.
That explains a considerable amount.

"The United States will respond proportionally at a place and time we choose..."
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post #20 of 51

"Meetings with Cook could be terrifying. He exuded a Zenlike calm and didn't waste words. "Talk about your numbers. Put your spreadsheet up," he'd say as he nursed a Mountain Dew."

 

Interesting that calm, focus and avoiding waste is considered "terrifying".

 
Yeah, well, you know, that's just, like, my opinion, man.
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Yeah, well, you know, that's just, like, my opinion, man.
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post #21 of 51
Quote:
Originally Posted by SpamSandwich View Post

Agreed.

I'm glad you agree because I'd hate to lose another bet to you.

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post #22 of 51
Quote:
Originally Posted by GTR View Post

Tim pulled him into his office and, for three whole hours, didn't exchange very stern words with him.

"Everyone knew something was up when they couldn't not hear the sounds of Tim not yelling from within his office."
Edited by SolipsismX - 2/28/14 at 11:47pm

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post #23 of 51
Cook is the kind of CEO other companies can only dream of.
post #24 of 51
Elon Musk will NEVER be the CEO of Apple.

Tim Cook has the CEO job for life. He is perfect for it.

He takes Steve Jobs' words to heart: Do what is best for Apple. Period.

Tim Cook can also stare down Carl Icahn better than any other CEO or would-be CEO in the world. You are simply not going to shake Tim Cook, the man from Texas.

Tim is going to call it like it is.

Speak softly but carry a very big stick. That is Tim Cook.
post #25 of 51
Quote:
Originally Posted by jameskatt2 View Post

Elon Musk will NEVER be the CEO of Apple.

Tim Cook has the CEO job for life. He is perfect for it.

He takes Steve Jobs' words to heart: Do what is best for Apple. Period.

Tim Cook can also stare down Carl Icahn better than any other CEO or would-be CEO in the world. You are simply not going to shake Tim Cook, the man from Texas.

Tim is going to call it like it is.

Speak softly but carry a very big stick. That is Tim Cook.

Agreed, but tougher than from Texas. Alabama.
post #26 of 51
Let's wait five more years and then write a book.
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #27 of 51

I like his Leadership. Very very focused. & Calm

 

The only thing I would improve is the product roll out. All the product updates seem to happen in the Fall season? Why not having new iPods and Macs in Springtime?

post #28 of 51
Quote:
Originally Posted by jameskatt2 View Post

<...>

Speak softly but carry a very big stick. That is Tim Cook.

 

Quote:
Originally Posted by Flaneur View Post


Agreed, but tougher than from Texas. Alabama.

 

"Big stick" ? really ?

 

 

I'll be harder than yer husband to get along with
Harder than yer husband every night
I'll be harder than yer husband
Harder than yer husband
An' I don't want our love affair
To end with a fight

Read more: Frank Zappa - Harder Than Your Husband Lyrics | MetroLyrics

There is more stupidity than hydrogen in the universe, and it has a longer shelf life.

Frank Zappa

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There is more stupidity than hydrogen in the universe, and it has a longer shelf life.

Frank Zappa

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post #29 of 51
Quote:
Originally Posted by otterfish View Post

So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?

Yeah, $1M it it doesn't happen in the next 12 months. You up for that bet?
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #30 of 51
Quote:
Originally Posted by nagromme View Post

All this may be true, complete, and unbiased, but I wouldn't jump to be certain it is:

http://daringfireball.net/2014/02/fitting_facts_to_the_narrative

That was, I just read it, the best piece Gruber has written in years.
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #31 of 51
Quote:
Originally Posted by mr O View Post

I like his Leadership. Very very focused. & Calm

The only thing I would improve is the product roll out. All the product updates seem to happen in the Fall season? Why not having new iPods and Macs in Springtime?

Last year's pattern isn't every year's pattern.
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #32 of 51
Quote:
Originally Posted by nagromme View Post

All this may be true, complete, and unbiased, but I wouldn't jump to be certain it is:

http://daringfireball.net/2014/02/fitting_facts_to_the_narrative

I don't remember the last time I read such a thoughtful piece from Gruber. Thanks for the link.
melior diabolus quem scies
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melior diabolus quem scies
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post #33 of 51
Quote:
Originally Posted by Ireland View Post

Last year's pattern isn't every year's pattern.
Seems like it could be the pattern again this year.
post #34 of 51
Quote:
Originally Posted by otterfish View Post

So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?

I think Elon Musk is amazing but I don't see that ever happening. He's got his own vision.
post #35 of 51
Quote:
Originally Posted by Tallest Skil View Post


Go away.

You know TS that there are people who actually like to discuss different ideas, be provocative even. For someone who is such a big apple fan I would think that you would embrace those who think different instead of being threatened by the slightest perceived slight.
post #36 of 51
Originally Posted by bulk001 View Post
You know TS that there are people who actually like to discuss different ideas, be provocative even.

 

The idea that “Apple is a follower, not a leader” or that Musk would be “following” by becoming CEO are not “different ideas” worthy of discussion, however. “Slightest perceived slight” my foot. :lol: 

post #37 of 51

Why give business to WSJ guys? You can get pirated copy over the internet in few weeks :lol:

post #38 of 51
Quote:
Originally Posted by Rogifan View Post

Seems like it could be the pattern again this year.

 

It's the first of March.

Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #39 of 51
Quote:
Originally Posted by otterfish View Post
 

So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?

 

What nonsense?

post #40 of 51
Quote:
Originally Posted by otterfish View Post
 

So is anyone taking bets on how long before Elon Musk becomes CEO of Apple?

I'll put my money on Angela Arhendts becoming the next CEO of Apple before this guy does.  Personally, I'm not on the Musk bandwagon.  He still has a ways to go to prove he's Apply CEO worthy.

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