You know what they say. Silence is golden. If that were true, why is Apple CEO Tim Cook suddenly everywhere at the same time? This higher profile must mean something is up, right?
Apple’s stock is languishing again and for no apparent reason (no numbers to back up the constant selling, so I’m convinced it’s profit takers getting out while taxes are still understandable).
Apple’s product line still has lines waiting to buy the latest and greatest. So, what is causing Time Cook to take such a high and mightily visible profile and public relations tour?
Cook has conducting interviews in major media and got a gig with Brian Williams on NBC’s Rock Center. Even the New York Times is giving decent coverage.
Along the way, Cook is spilling a few beans here and there. Apple is assembling new Macs in the U.S. The company has plans to build Macs in the U.S. In the lengthy Bloomberg interview (all on one page vs. the 11 pages on Business Week’s website; and the Bloomberg video requires Flash on the Mac), Cook exposes a softer, kindler, gentler Apple; one that seems to capture the essence of Steve Jobs’ maniacal focus on moving the bar forward.
Cook explains in the interview more of how Apple works, what drives both Cook and the Apple executive team, and less of what caused the recent departure of a few high profile executives.
Why the sudden departure from Apple’s historic high level secrecy? What does Apple gain by being more public, and displaying more humanity than Apple under Jobs?
I have a theory.
This is Tim Cook’s Apple. Steve Jobs is gone. Much of what Jobs built at Apple remains, but it was Jobs who told Cook, ‘I never want you to ask what I would have done. Just do what’s right.’
That’s what Tim Cook is doing. What he feels is right. Apple will remain secretive. Apple will remain tough. But Apple has never been so rich and so admired and with so many customers. Cook is simply growing Apple more in his image, and doing what he feels right. His values, reflected as Apple’s values, are clear and distinct.
To get a feel for the future of Apple, read the Bloomberg article top to bottom. It’s revealing, though carefully constructed. Apple has a new leader. He’s no longer a freshman, no longer iCEO, and no longer out of the limelight.