The Not-So-Great Part of Tim Cook’s Tenure

Riccardo Mori: But now is the time to have a more articulate conversation. Now, most people will look at Cook’s tenure as CEO of Apple and will talk about the incredible financial success it brought to the company. Cook took an already healthy Apple in 2011 and made it exponentially thrive in the following fifteen years. This is as dismissible as an elephant in a room. I never doubted Cook would be a good ‘maintainer’. It’s like letting a much-decorated admiral take control of your ship — of course they’ll do a good job. Before taking the role of CEO, Cook was the company’s COO, and in these past fifteen years he has always been a COO in CEO’s clothes. And I guess Steve Jobs knew that when he appointed Cook as his successor. Jobs didn’t want the Apple ship to sink, and Cook was the man to ensure something like that wouldn’t happen. With regard to vision and direction, well, that’s a whole other matter. Fifteen years is truly a long time in technology and it’s really easy to forget…