"Tim Cook - a terrific manager"

So says the author articles Stratechery.com on site by the name of Ben Thompson (Ben Thompson). We invite you to read with its reasoned opinion, as well as plunge along with the author in his memoirs an interesting experience of probation in the company and made based on the findings of some of the notorious personalities.

"Perhaps my favorite moment of the performances of Steve Jobs was one of the last, in March 2011, when he represented the iPad 2. The last thing in the day Jobs demonstrated previously speculate on what Apple exists at the intersection of technology and liberal arts, was GarageBand for iPad. Representation get really spectacular, and it touched Jobs:

[youtube http://www.youtube.com/watch? v = GVc-jOo1ktc? rel = 0 & w = 500 & h = 281]

In just one moment it became clear that it was something more than just a regular presentation of Apple products; Music has always played an incredibly huge role for Jobs and, moreover, the idea that the computer needs to be personal and provide a lot of opportunities, Jobs was the mantra. iPad, more than any other device, and GarageBand, more than any other program, the culmination of the entire life of Jobs.

I thought I was a witness of this moment of June 10, when Tim Cook officially represented iOS 7.

[youtube http://www.youtube.com/watch? v = zOQ_WNSkt_g? rel = 0 & w = 500 & h = 281]

The content of these videos are quite different, but in my mind, the emotions are similar. Like Jobs, Cook saw his goals come to life.

Obviously, the Cook - a completely different person compared with Jobs, other skills, other motivation. That's good for Apple, the company can reinvent himself.

I was lucky to be a trainee at Apple, which gave me the opportunity to spend an hour (but with a few hundred of my fellow interns) with each member of the management team, including Steve Jobs and Ive. Cook from the rest was the most impressive. It's hard to go back and explain what I was so impressed in it... Tim Cook is an Apple. He spoke to me - and all in the room - as if I'm the only person in the world, and wanted me to really understand what makes Apple unique. Yes, of course, I had a lot of ranting - he spoke about Apple's goal, the desire to give up on the design - and you could not help but believe him. For me, anyway, his reality distortion field was much more powerful than that of Jobs. It was evident that Cook understands Apple, Apple loves, and he is the person who can make the right decisions to save Apple.

Forstall was also involved in communicating with trainees. The conversation was incredibly impressive and incredibly annoying. Forstall was clearly the most intelligent of those who were in the room and just annoyed that he knew and wanted us to understand that too. When news broke about the dismissal of Forstall, I was shocked, but not surprised.

And still, imagine how much courage it took to fire him. Forstall, more than anyone else on the planet - including Jobs - responsible for the iPhone. He's a great engineer. Legend has it that he could write or rewrite almost any part of the source code for iOS team, and repeat it, if you need to win the argument in the howling management meetings. He was very close to become Steve Jobs 2.0.

But Cook still fired him. Apple does not need another Steve Jobs.

This is similar to the revolutionary movement: usually there is always a leader, surrounded by people believing in it. Even if the leader leaves, the ideology will continue to bring people together. It so happens that after the departure of its leader begin to approximate intrigue and fight for the throne, while all will not fly into hell. That's what I was afraid to Apple: Steve Jobs was the link that unites the strong, assertive and talented group. But what happens if this link will not be?

Tim Cook said on this issue: the link - it's Apple, ideology - is design. It is important to concentrate on production rather than on humans. That's why Tim Cook looked so happy, if Jobs' mission was to make a personal computer, and the company's role in this It remained a minor, the mission of Cook - Apple, iOS 7 and has a secondary product, released to show that the company has future.

The main job of the head of Apple is to understand what makes Apple itself. It is much more important than the meaning of the product, or the improvement of operations, or taste, or a million other concepts that are not skimp experts and analysts. According to this criterion, it is evident that Cook is ideal for your work. I would argue that everyone who thinks otherwise does not understand the revolution, do not understand the culture and do not understand Apple.

The truth about the greatest advertising slogan of all time - Think different (Think Different) - that his target audience was Apple itself. Jobs took over the leadership of a demoralized company on the verge of bankruptcy and it reminded the participants that they are special, and he's special. This was the beginning of a new chapter.

"Designed in California" - this slogan would be approached for the new head of Apple - and we are already in the process of reading it. "