Tim Cook, Apple violates the foundations of long-term

Newspaper The Wall Street Journal published an interesting article about Apple under the control of Tim Cook. It examines the many actions Cook, which contradicted the foundations of the company. We have prepared for you a translation of this material and offer a look at it below.

Within six weeks from the end of April, the company's vision of Tim Cook was to be under public scrutiny. Apple after years of accumulation of cash has agreed to buy back its shares in the amount of $ 100 billion, far more than ever bathed any US company. Cook also tempered enmity with Google, which Jobs has declared a "holy war".

Recently Tim agreed to buy Beats Electronics 3 billion dollars and keep the brand, rather than merging it with its products. earlier He was hired Angela Ahrendts (Angela Ahrendts), head of the British retailer Burberry, retail management, and Apple's online sales.

Restructuring of Apple Tim CookWho built his career as a "gray eminence" is in full swing. After a fine internal changes, the company is doing very well. He does everything that Apple is no longer interacted with the other players on the market, including Google and its Android operating system. In this way he tries to minimize the legendary ability of the company to focus on specific tasks lap, which was inherent in it from the very beginning.

Apple is no longer a weak company that Steve Jobs once had to be rescued from bankruptcy. Who is the most expensive company in the world and the most profitable in the technology industry. Its profit for the fiscal year that ended in September 2013 was three times more than Google and profit of 9 billion more than the nearest competitor - Samsung.

"Steve was CEO during the war, and Tim runs the company in times of peace" - shares his thoughts, former employee of the company.

For over ten years the company survived thanks to the charisma and talent Jobs. Cook, in turn, is more like an ordinary manager and he will not be forgiven what afraid to argue with Steve. In short, the Apple Tim becomes an ordinary company without distinction.

"The only thing that worried Steve was the product. The company and the staff were just tools to achieve the goal, "- says another former Apple employee. "And Tim is more concerned with what is happening in the company."

Cook is also concerned about the impact on the company Apple. Under his influence, the company is becoming more environmentally friendly, for example, supplying renewable energy data centers and responsible attitude to where and how to purchase items for the products. Tim implemented a program of donations among employees, which do not want to do, Steve, and actively defends the rights of gays.

For the full approval of his success he still has to prove its ability to produce an excellent product that has always been famous Apple. As they say dozens of surveyed employees of the company, Cook is a very kind and gentle in the workplace. Unfortunately, Tim refused to be interviewed for this article.

After the release of the first iPad four years ago, the company's product line is not particularly changed. But competition is growing every year and play the market becomes more difficult. The growth in smartphone sales slowed down, and the iPhone slowly inferior competitors on Android. Meanwhile, iPad still dominates the market for tablet computers, but as a whole and its share reduced.

Cook has promised that Apple will release a new category of products at the end of this year. People who are familiar with the company's plans say they are working on smart watch with a plurality of sensors. The new product can be displayed together with the iPhone in early autumn.

One of the problems facing the Cook called on Wall Street law of large numbers. Even a successful innovation is only a little increase performance Apple, which last fiscal year reported a 171 billion dollars in revenue.

When it comes to product development, Cook thoroughly examines all models, rather than Jobs. Steve could easily discard most of the ideas, leaving the best. Tim, in turn, is exploring every option when trying to select the most appropriate in terms of profit.

Jobs was convinced that the company should operate only on a few products, and it is not necessary to be sprayed the pursuit of quantity, while Cook begins to increase the number of processes, which is engaged in Apple.

"To say 'no' was the work of Steve," - says one of the employees. "Tim, this is not comfortable."

"I think that if Steve was still alive, it would also expand the line," - said the man, who is very blizkok to Apple. He also pointed out that Steve was more intuitive decision-making, he immediately knew he loves this or that thing or not. Tim more thoughtful and trying to "minimize errors."

Cook also more willing to delegate responsibilities. He gave more control to Jonathan Quince, who previously had only hardware design projects, and now controls and software development. Also, 5 of 9 executive directors have been promoted or hired Tim.

Cook also trying to improve all the processes so that managers worked full agreement. Jobs is doing the opposite. This approach significantly slowed the decision-making process, but at the same time, there are fewer of chaos, which was under the rule of Jobs.

While Jobs has dominated the spotlight, Cook allows others to show themselves. For example, at the Worldwide Developers Conference on the stage most of the time spent Craig Federighi.

Apple recently bought the company for Beats uncharacteristic for themselves the amount. Under the management of Steve Jobs' company has avoided expensive acquisitions. Its biggest deal, until recently, was the purchase of NeXT Software for $ 400 million in 1997, which allowed the return of Steve at Apple. During the reign of the Cook company also made a number of small acquisitions - 24 of the company for 18 months.

"We do not buy the company just to become bigger. We purchase only those companies that help us to make high-quality products ", - said Cook in an interview in February.

Tim also said that he never asks himself, "What would make Jobs?". Before his death, Steve had forbidden him to ask this question.

"I follow his instruction. I think he did it because he wanted to reduce the enormous burden that fell on my shoulders, "- said in an interview after Tim Beats purchase. "Because of this I have constantly tried to ignore the issue."