Tim Cook: Apple making its

The day before yesterday in The New York Times published an articleDedicated leader Apple - Tim Cook. It tells about the views of the current CEO in the management of the company and gives reasons why he will not be a second Steve Jobs. We have translated this article to help you get acquainted with this interesting material.

Tim Cook was still a teenager when, in the early '70s, in a small town in Alabama to see what he could remember so far. He was driving home on the bike and saw a flaming cross in the fire in front of the house, which belonged to the dark-skinned family. Around the cross went to the men in white hoods and cloaks, were shouting racial slurs.

Cook heard the broken window and he immediately shouted "Stop!". One of the men raised his hood and looked at Tim. It appeared to be a deacon in a local church. With the shock of what he saw Cook raced away from the spot.

"This picture is tightly stuck in my head and changed my life forever," - said Cook on his speech last December.

he said in his speech that it is aware of the incident and realized that no matter what you do in life, the rights and the dignity of man is inviolable. «Apple convinced of the need to promote the ideas of humanism," - continued Cook.

Apple is now the head of '53. He took the lead in almost three years ago, after the death of Steve Jobs. Walt Disney and Henry Ford, Jobs has been closely intertwined with the company. Under Jobs implied Apple and Apple mean by Jobs.

At the same time, Cook was the man who solved all the current problems of the company and was little known beyond its borders. He could be very secretive as ever with a burning cross, which was known only to friends. But her appearance in the press indicates that Tim slowly, but then starts to disclose their identity.

Recently, the company faces the obstacle that was missing before - the company's sales are so great that investors fear that the company will not be able to maintain growth. Back in 2010, Apple earned $ 65 billion, and in 2013 - 171 billion. In fiscal 2013, sales grew by only 9%, which is significantly lower than the growth of previous years. In addition, the share price has fallen from its peak in 2012 until mid-2013.

Investors require Apple's innovations, like the long-awaited iWatch and iTV. Cook, in turn, is very sparing with remarks about new products. "Where is the new great project?" - asked Lawrence Balter, holding the position of Chief Marketing Officer at Oracle Investment Research. Balter said that Cook has good skills in the management of raw materials supply chain for the products, and knows how to collect them, but has no vision of how to construct them. "All that we hear from the cook - a word about some great products that will soon be available."

Balter called the Apple «Financial lump." The company 150 600 000 000 Cash, but Lawrence there are questions to the leadership, whether Apple will be able to remain active and growing company. "Show me a product", - says Balter. "Show me the ingenuity."

To strengthen the faith of shareholders in the company, Cook made a stock split, increasing the dividend and launched a large-scale purchase of shares in the amount of 90 billion dollars. These steps will help strengthen and restore the previous level. Also, Apple is taking other steps to improve the state of the company: expanding in the Chinese market and company buys BeatsTo attract new specialists.

Expressing his personal opinion, Cook tries to expand Apple's brand, speaking out on Twitter and other public places in support of environmentalists and gay rights. He also stressed that the production of Apple uses eco-friendly solution.

Jonathan Ive, who was a close friend of Steve Jobs, said that Tim should be the main mission of the company - to innovate. "Honestly, I do not think anything has changed since the death of Steve" - ​​Ive said. "People working in the same atmosphere, which has been at work on the first iPhone. All of us it is difficult to be patient. It was difficult to Steve, and it is difficult to Tim. "

Spirit of "iron" of the past

There are myths that are partly true that Jobs was the soul of the design process, especially on innovation. In the development of the first iPhone, Steve Jobs met with engineers every week. "Steve was really adamant" - says Tolmaski Francisco, Apple engineer. Jobs said: "Everything should be as if by magic. Get back up and running, it is not enough magical! "

Almost every day the company's employees noticed dinner with Steve Ayvom on campus. At the same time, Ive met with Tim Cook three times a week, preferably in the offices of each other. But Ive said that the new product design process has not changed significantly since that time.

If Jobs was manic in design matters, the Cook "calmly considering the projects," says Ive. "Cook thoroughly digesting the information, which means that he understands the importance of"

Ordinary employees are praised Cook for intelligence and availability. But some say that he is less involved in product development than its predecessor. They point to the development of so-called iWatch - wearable from Apple, who are looking forward to. Cook less involved in the details of design hours. Instead, it delegates authority to the Executive Board members, including Johnny Quince. This information reported by Apple employees on condition of anonymity because they were not authorized to talk to the press. Apple declined to comment on the project hours.

Cook is interested in adding a "recreational" functions in the smartwatch. For example, to use them you can monitor your heart rate and other vital signs, thus improving their health and limiting the number of trips to the doctor.

Also, Tim is always looking for talent outside of Apple. He hires managers from various industries, such as Angela Ahrendts of Burberry, For the management of retail and online stores and Paul Deneuve, director of Yves Saint LaurentTo work on special projects. he also I hired Kevin LynchFormer CTO Adobe and Michael O'Reilly, medical service personnel Masimo Corporation, which is developing devices to monitor health. Not to mention the purchase of Beats, together with experts.

Since joining Tim's company, Apple has released a number of updates of its products, including the iPad mini output. Steve Jobs, in contrast to Tim Cook, believed that a small iPad will not be interested in the market, but as we already know, the product feels good, and slowly takes away sales of the older brother. Although, there were Tim and mixed products, which include the iPhone 5c, because he does not enjoy sufficient demand, in contrast to the iPhone 5s.

"The law of large numbers prevents Apple's, because now the sales levels are so high that not every new product can provide huge sales that are so waiting for investors ", - says Tony Sakogani, a financial analyst with Bernstein Research. He said: "If Apple will release iWatch and will sell 10 million units in the first year, it will increase the value of one share is only 50 cents, which will be a fraction of a percent. Most people will say that to sell 10 million units would be incredible. But not for Apple. Few things can dramatically change the situation "

Michael Cusumano, a professor at the Sloan School of Management at the Massachusetts Institute of Technology, said that he doubted the presence of forces from the current Apple to create a new revolutionary product. The professor wrote a book about innovation, so he visited the headquarters of Apple last fall, to communicate with current and former employees. From the information received, he came to the conclusion that without Jobs's company is missing some magic for the creation of a truly amazing product.

Right and proper

If Jobs was the heart and soul of the company, then Cook is trying to appear to others. His twitter - a mixture of Apple news and statements about human rights and environmental protection. He wrote an article in The Wall Street Journal, which supported the proposed laws designed to protect the labor rights of gays, lesbians and transsexuals.

He often quotes Martin Luther King and Robert Kennedy, but does not say about the origin of his views. In a speech, of which we spoke earlier, Tim little highlighted this issue. "From an early age," - he began to Tim, "I have seen and felt the different types of discrimination. All those that were generated by the fear of people who are different from the majority. " Apple refused to explain what he meant by discrimination, which the experienced, but confirmed the story with a burning cross.

This performance took place at the UN headquarters, where Cook received an award from his alma mater - Auburn University. He graduated in 1982 with a degree in Industrial Engineering. In parallel with the work at IBM, Cook received a business degree at Duke University. After that he went to the Intelligent Electronics and Compaq. In 1998, when he was noticed by Steve Jobs, Apple just gets better after the return of its founder. As Tim said, later, in 2010, he saw in the proposal Steve "possibility once in a lifetime to work with a genius."

At a time when it just became CEO in 2011, the working conditions in Chinese factories have come under universal attention. And in April 2012, after a series of suicides and accidents, a quarter of a million people signed a petition on Change.org website to Apple to improve working conditions.

Valerie Jarrett, a senior adviser to President Obama, said that the establishment of factories in Arizona and Texas, which will produce computers Mac - is "a great step to raise the credibility of the company, which used to produce all abroad. " Jarrett also praised Apple donations in the amount of $ 100 million for equipping the schools with different techniques, including iPad and high-speed internet tablets.

Apple also passes on a fully renewable energy in their data centers, making it "the most aggressive company in the use of renewable energy among IT companies, "- said Gary Cook, senior analyst at Greenpeace.

Ryan Scott, Executive Director Causecast, a nonprofit organization that helps companies create voluntary donations and related programs, called charitable initiatives Cook "good the beginning. " But Ryan added that «Apple donations are not so significant compared to other companies." Apple could sacrifice much more, given the amount of money available. In comparison, Microsoft donates about $ 2 million on a daily basis, and its employees have made contributions of more than $ 1 billion since 1983. Over the past two years is, Apple employees have donated $ 50 million.

Apple has also faced accusations from the government that the company will minimize your taxes. Also, in July last year, a federal judge ruled that Apple conspired with publishers to raise the price of electronic books. Apple filed an appeal against this accusation.

Lennon against Ringo

Two weeks ago, Cook stood on the stage and holds an annual developers conference in front of 5000 attendees. There were people who create applications for the iPhone and other gadgets. Before them Cook promised something he called "the biggest release since the launch of App Store».

To tell the developers for more on this, Cook said: "I would like to invite my colleague Superman back to the stage."

Of course, for many years, superhero Apple was Steve Jobs. Cook disappeared from the scene, and after a few moments left Craig Federighi, senior vice president of software development from Apple. It was not a new consumer product, but a set of developers who will create new surprising things. If ordinary people were vseravno, developers standing and screaming with joy.

The four men, who develop medical applications Orca Health, came to the conference from Salt Lake City (Utah) and slept on the sidewalk to get good seats in the hall. They shared the view that Cook does not inspire people, as opposed to Federighi, who is more like Jobs. Zelaff Chad, one of the developers of Orca Health, who saw Jobs in the presentation of the first iPhone in 2007, said that in his understanding of the "Jobs - is Lennon, and Cook - Ringo."

After the conference, Cook was surrounded by young developers, who wanted to be photographed with him. After all, Ringo still "Beatle."

The developers of Utah as a whole expressed support Cook. It would be great if Tim "put the pieces together." Also, they added that «Apple made a major innovation in the software. This will help add new features, even if the company does not introduce new devices "

They never heard of social activity Cook. "I only know a little about it," - said Gary Robinson, a 35-year-old developer from Utah. "This is good and important. But it does not matter for me, because I did not come because of it. "

As the conversation continued, the developers have expressed some uncertainty about his love for Apple. For example, their company creates applications exclusively for the iPhone for three years, but the last two months they develop for Android.

Most of them are disappointed that the company did not show new devices. Apple released the Health app, but did not provide an appropriate iron to measure parameters required program. "They just released a software" - Zelaff said. "This is what Steve would not have done ever," Brown added.

Let this comparison is not quite correct, but that it will be constantly exposed to Cook until it forms an aura around him which attracts people.