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Tim Cook has now led Apple for nine years

Tim Cook has now led Apple for nine years

Apple CEO Tim Cook has led the company for nine years as of today, and under his leadership it has grown from a $400 billion firm into corporation valued at $2 trillion. The Cook Doctrine In 2009, when then-CEO Steve Jobs had to take an extended leave of absence to try to address pancreatic cancer, Cook

Apple CEO Tim Cook has led the company for nine years as of today, and under his leadership it has grown from a $400 billion firm into corporation valued at $2 trillion.

The Cook Doctrine

In 2009, when then-CEO Steve Jobs had to take an extended leave of absence to try to address pancreatic cancer, Cook presided over the Q1 2009 financial call.

During that call, he uttered what has since become known as “The Cook Doctrine,” a set of statements that shed bright light on how he chose to lead the company upon becoming CEO following the untimely loss of Jobs.

It is remarkable the extent to which the company has held true to these statements:

“We believe that we’re on the face of the earth to make great products and that’s not changing.

We’re constantly focusing on innovating.

We believe in the simple, not the complex.

We believe that we need to own and control the primary technologies behind the products that we make and participate only in markets where we can make a significant contribution.

We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.

We believe in deep collaboration and cross-pollination of our groups which allow us to innovate in ways that others cannot.

And frankly, we don’t settle for anything less than excellence in every group in the company — and we have the self-honesty to admit when we’re wrong and the courage to change.

And I think regardless of who is in what job, those values are so embedded in this company that Apple will do extremely well.”

Apple Silicon is quintessential to the doctrine

Since Cook made his statements, Apple has navigated fair winds and foul. It has introduced the netbook-industry-devouring iPad; created the category-defining Apple Watch; managed multiple OS iterations; pushed hard on mobile; and entered new service industries.

The executive bench has changed dramatically in this time. As the corporation has grown, the degree of competition, criticism and regulatory oversight has also intensified.

Copyright © 2020 IDG Communications, Inc.



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