this post was submitted on 04 Nov 2023
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Tim Cook is the perfect captain to keep the ship on a steady course and not rock the boat, but I'm not convinced he is an innovator. I sometimes wonder if Jobs selected Cook as his successor, because Jobs expected to overcome his health problems and return, and wanted Apple in safe pair of hands during his cancer battle.
That said, Apple only appears to be "failing" from the angle of the stock markets obsession with infinite growth. They are still an enormous company with high brand strength and large cash reserves.
Cook also leaned on Jony Ives for innovation, and he’s more creative with aesthetics than he is with functionality. The Apple Watch would have been even more innovative if Jobs were alive to shepherd it.
Apple needs a more daring lead for product design. Tim should stay where he is and, like you said, keep the ship on a steady course. However, I’m pretty bored of their hardware. I want them to release things that are awesome from top to bottom. MacBook Air? “Omg, how did they squeeze every fucking port into the side of this thin-ass machine”
Tim Cook will announce his retirement within 5 years. He kicked out the Vision Pro before it was ready so that he would leave a legacy device people would associate with him. He'll wait for 3 or 4 iterations then walk.