'Apple is not going to change,' new boss says
In case you thought otherwise
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Lest fans worried otherwise, Apple's new CEO is assuring world+dog that the company won't lose its mojo under his leadership. In an email sent early Thursday and leaked to reporters in record time, Tim Cook told employees Apple would be the same juggernaut it was under the watch of outgoing CEO Steve Jobs and echoed the oft-repeated sentiment that Cupertino's best days lie ahead.
“I want you to be confident that Apple is not going to change,” he wrote. “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."
A copy of the complete email follows:
Team:
I am looking forward to the amazing opportunity of serving as C.E.O. 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 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
The Reg's Rik Myslewski says much the same thing, albeit with a more measured take, here. ®
COMMENTS
Hmm...
"...C.E.O. of the most innovative company in the world..."
Sorry, this Apple, right? List of Apple inventions:
iPod, iPad (both of which were not inventions as examples existed before).
List of a few DuPont inventions (very much non-exhaustive):
Lycra, Teflon, neoprene, Kevlar.
That's one example of a more innovative company. I can think of many more...
12345
You still haven't got it, have you?
The Apple Marketing people may give you your buzzwords like ... innovative, magical et al. Believe them or not, just as you will; but what Apple ARE good at is taking a design or concept (often someone else's) and making it work for most folk.
Take the iPad for example ... it is NOT a full blown computer but it does what many people want. It scans the web, does email, does photos, gives a bit of fun and does a bit of music ... in other words, it does what many, many people want. And it does it well.
Take the iPod ... Sony could have had the whole music thing sorted but they didn't, Apple came along and wiped the floor with them. Why? Because they provided people with WHAT THEY WANT. Apple don't provide geeky stuff which is difficult they provide something which generally works well, does what people want and looks good.
Just look at their stores ... I can go into my local Apple Store and, if I want, check my emails, mess about with Photobooth and even check price comparisons. I can do what I WANT and not have some spotty yoof (who doesn't even know his products) tell me what to think and what to buy. Some firms are actually catching on.
Apple DO have a walled garden. Apple are control freaks wanting you to buy from them and use their products but ... and this is what you don't get ... IT WORKS for most of us. I really don't care whether it's better than the competition ... it's good enough and it works ... FOR ME!
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