Dustin M, Ferre PeTa No. 2 Part 1 (Critique Paper draft) 12-B February 12, 2020 (Apple Cupertino, California) “It’s only by saying no that you can concentrate on the things that are really important.” This is a quote by Steve Jobs, CEO (Chief Executive Officer) of Apple who died of cancer and has requested Tim Cook to replace him. A former senior apple executive stated that, “If you think Cook is doing a good job, then it’s a good choice.” With that statement being said by a person who knows Tim Cook well is a good sign that Tim Cook is a good replacement for Steve Jobs as the new CEO. Apple is one of the successful companies and Tim Cook as the new CEO continues to rely mainly on two strategies to maintain the quality of their products which are product placements and reviews on media. With the help of these strategies Tim Cook is able to sell Apples’ products regardless of their high pricing. Tim Cook maintains the good quality of Apple products which makes them still usable for a long period of time regardless of its damages or its version. Tim Cook is not as tough as Steve Jobs because Steve Jobs has a tough personality which he uses to get through the problems he faces in his company when he was still CEO. Unlike Steve Jobs, he is much more lenient and kinder compared to Tim Cook. It is a big question whether Apple would be the same with the personality of Tim Cook. But the fact that he was chosen by Steve Jobs to be the next CEO is a sign that he is worthy for the position regardless of his kind and lenient approach to people. Apple has continued to perform well with Tim Cook and as CEO as the years progress, Tim Cook and his co workers have created numerous Apple products. However Apple must have run out of ideas for the past years. Annually, Apple releases a new I-phone. In the year 2018 Apple released the I-phone X and the following year they released the I-phone 11 and these two phones are similar from each other with minor differences. This could be a sign that with Tim Cook as CEO Apple may have run out of creativity. One very clear win for Cook is that the company no longer bounces around focussing on whatever single thing Jobs was most excited by. Cook is criticized because of a perception that world-changing innovation has declined since Jobs. This could be the reason why the new and emerging products being sold to the public nowadays does not make that much difference to the previous inventions of Tim Cook. “No” A word that Steve Jobs would always say to his employees if he does not want their ideas. But now that Tim Cook is the new CEO, it would be better for the company if he would try to be slightly tough to his employees just like Steve Jobs if it is worth for the improvement of Apple. If Tim Cook would do so, then Apple could improve to provide more uniqe products to their buyers. Reference: Musil S. (2011, August 24). “A Look at Tim Cook, the man replacing Steve Jobs”. Retrieved from: https://www.cnet.com/news/a-look-at-tim-cook-the-man-replacing-steve-jobs/ Neil Patel. (n/d). “7 Key Strategies that you must learn from Apple’s Marketing”. Retrieved from: https://neilpatel.com/blog/7-key-strategies-that-you-must-learn-from-apples-marketing/ Swingle J. (2019, July 22). “Apple’s Tim Cook has a Clear Replacement but he’s nothing like Steve Jobs” Retrieved from: https://www.phonearena.com/news/Apple-Jeff-Williams-TimCook-Steve-Jobsreplacement-CEO_id117640
