This is a beautiful piece released by the New York Times over the weekend, I highly recommend reading it. There’s some great observations in it about how Tim Cook is shaping Apple to be different from how it historically was under Steve Jobs.
Cook is redefining the way the company operates by being approachable, compassionate and quiet/considering of all choices. It’s a shock for many outsiders who seem truly stuck on the idea that Apple can’t survive without Jobs.
The biggest thing I took away from this fantastic piece is that Apple has changed significantly and positively in many ways – you may conclude this yourself if you watch the WWDC keynote in its entirety – but perhaps most exciting is how much of a positive impact Cook wants to make on the world at large.
In response to a question earlier this year asking if Apple should avoid embracing environmental causes (such as building 100% clean energy datacenters) that lacked a clear profit motive. Cook responded angrily;
“We do things because they’re just and right. If you want me to make decisions that have a clear R.O.I., then you should get out of the stock, just to be plain and simple.”
I love this. Cook is already changing Apple for the better and using its huge stockpile of cash to leave a positive mark on the world.
(Once you’re done reading that, check out Gruber’s fantastic piece too)