Tim Cook Accused Of Turning Apple Into Boring Operations Company

By   /   Jan 20, 2017
Tim Cook

Tim Cook took over the position of CEO at Apple back in 2011 and since then Apple has been getting a steady flow of money but where is all the innovation that we associate with Apple? Is it possible that Tim Cook is just taking advantage of products introduced in the leadership of Steve Job?

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Tim Cook has been successful in making Apple the richest company in the world and there is no denying that the company has a lot of power and resources at its disposal. The annual revenue as of 2011 was $108.2 billion and that number has doubled to $215.7 billion in 2016.

Bob Burrough, a former Apple engineer has accused Tim Cook of turning Apple into a boring operations company, he has the following to say about this:

“At Apple in 2007, organizationally it was the wild west, I was hired under a particular manager, but for the first two years worked on projects that had virtually nothing to do with that manager’s core responsibility. That’s because the organization wasn’t the priority, the projects were the priority. It was the exact opposite of ‘not my job.’ It was ‘I’m here to solve whatever problems I can, irrespective of my role, my title, or to whom I report.’ It was wild. But it was also very rewarding, because everything you did had maximal impact on the product.”

This is not the first time that someone has brought this into the limelight, according to Apple analyst Horace Dediu:

I think Apple management has been trying to de-emphasize the hit-driven business. That’s not to say they’re not going to have more hits, but they don’t want the company to be seen as a hits business. One of the big audiences that Tim [CEO Tim Cook] has is actually internal employee morale. I think the hit-driven mindset is demoralizing internally, and there is a concerted effort to tone down this ‘Let’s hit home runs’ mind-set.

Tim Cook may be a great businessman and a great leader in terms of getting money in but I am sure everyone will agree that Steve Jobs is and will be a tough act to follow. What do you have to say about this?