On August 24, Tim Cook became Apple’s CEO and had promised that the company wouldn’t change under any circumstances. But the CEO has already marked his operational way over the company which seems different as contrast to its predecessor- Steve Jobs.
Mr. Jobs had never been interested into administrative matter, such as promotion and corporate reporting structures, but in recent weeks, Tim Cook took a different approach by started interacted on the administrative matter. The new CEO has been communicated with employees, sending varieties of emails that address employees as the “team”.
Cook wants to operate the company by his own way, and doesn’t like to imitate the style adopted by his predecessor for company’s operation. He is more communicative than Jobs and after took over the company’s helm, he has addressed company’s employees number of times. Recently, Cook has announced a charitable program up to $10,000 a year, which is going to start in the US, which was opposed by Mr. Jobs.
Tim Cook is a very disciplined and accessible manager, served the company as sounding board executives in the Jobs’ regime. In recent, Mr. Cook has played a vital role in restructuring Apple’s educational division, previously deviated from the overall organizational structure.
Cook has partitioned the business into wide divisions, such as sales and marketing arm, also, has incorporated the groups into their respective company. The Apple’s streamlined structure has increased the responsibility of senior vice president of the world-wide product marketing. After taking the charge as CEO, he promoted vice president Eddy cue to Apple’s senior vice president of the internet software and the services.
Tim Cook is more open with the shareholder and customers; it seems from his schedule that he has framed by his willingness to meet investors regularly over the year.
Steve always opposed to stock buybacks in his regime, but people expect from Tim Cook to focus on Apple’s $81.6 billion in cash and cash equivalent and Mr. Cook seems very traditional about dividends or a buyback.
However, despite of many such operational differences, Tim always gained the confidence of Steve Jobs. Tim also proved himself in the absence of Steve by managing the company efficiently when Steve went on leave first time for liver transplantation in 2009
Last month, on company’s Q4 report, Tim Cook said, “I am not religious about holding cash or not holding it”. It might be Tim’s personal perception about the company’s Q4 report but people still question whether he can continue maintain the dignity of the world’s one of the largest technology company. Is Tim’s ingenious approach lead the company market graph up? All these matters are still anonymous for Apple and its investors, as well as customers, can only unveil it in future.