The new CEO of Apple Tim Cook has assured his company that he intends to preserve the company’s "unique" principles and values.
"Steve built a company and culture that is unlike any other in the world and we are going to stay true to that — it is in our DNA," said Cook.
On Wednesday, Apple’s co-founder Steve Jobs resigned as CEO, choosing to serve as the company’s chairman.
Jobs handed over the reins to Tim Cook, formerly COO at the firm. The move prompted concerns about the future of the company and whether Cook can fill the shoes of Jobs’, who was named the CEO of the decade by Fortune.
The task seems daunting not just because Jobs’ decided to hand over the reins when the company is going strong — briefly outpacing Mobil this month Exxon Mobil to become the most valuable company on the planet — but also because the Apple brand has become synonymous with the brain and personality of Jobs.
Plus, the track record of anyone else at the top is not very good. Former Pepsi chief executive John Scully, who was invited to join Apple as the CEO in 1983, not only ousted Jobs within years, but also took the company to the brink of bankruptcy.
However, Cook’s case is different. He was endorsed strongly by Jobs, and he led effectively during Jobs’ previous bouts of illness.
Cook has also apparently learnt lessons from Scully’s experience. In his first email to staff after Jobs’ resignation, Cook wrote that Apple will not change. Cook also paid rich tributes to Jobs’ efforts, to innovation and to employees, much like what Jobs did in his resignation mail.
Cook wrote:
Team:
I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. Joining Apple was the best decision I’ve ever made and it’s been the privilege of a lifetime to work for Apple and Steve Jobs for over 13 years. I share Steve’s optimism for Apple’s bright future.
Steve has been an incredible leader and mentor to me, as well as to the entire executive team and our amazing employees. We are really looking forward to Steve’s ongoing guidance and inspiration as our Chairman.
I want you to be confident that Apple is not going to change. I cherish and celebrate Apple’s unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that — it is in our DNA. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do.
I love Apple and I am looking forward to diving into my new role. All of the incredible support from the Board, the executive team and many of you has been inspiring. I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.
Tim
