Tim Cook is the subject of a New York Times profile that attempts to explain how the Apple CEO is reshaping the company in his own ways. While his predecessor Steve Jobs was known for being “maniacal about design,” Cook takes a less hands-on approach, with more decisions delegated to his trusted team. Cook is praised in the piece for his strong values, and how he believes Apple is committed to “advancing humanity.” As he told shareholders in a February meeting, “If you want me to make decisions that have a clear [return on investment], then you should get out of the stock.” Curiously enough, though Apple design chief Jony Ive, Disney CEO and Apple board member Robert Iger, and others were interviewed for the profile, Cook himself declined an interview.
The article points out how Cook’s values can be seen in the development of Apple’s iWatch. Cook is apparently most intrigued by the big picture health implications of the device — how it can change health for the better by monitoring vital measures and reducing visits to doctors. Some space in the profile is given to the recent clamoring for more innovation from Apple, with critics finding Cook “uninspiring,” and claiming that the company’s prior soul has been lost. Growth concerns are also noted; the company’s sales are currently so large that there may not be an opportunity for a big needle-moving increase. Ive, however, doesn’t believe anything has changed within the company when it comes to a desire to innovate. Though the report notes Cook “digests things carefully, with time,” Ive suggested that waiting for such innovations to be revealed has always been a challenge. “It is hard for all of us to be patient,” he said. “It was hard for Steve. It is hard for Tim.”