Tim Cook asserts Apple employees that the company won’t change

Tim Cook said in an e-mail to Apple employees that the company isn’t really going to change. This is all in response to the news of Steve Jobs’ departure, of course, though it is hard to imagine what Apple will be like without the man who started it all. Steve Jobs was the face and personality of Apple, so it’s also hard to believe that the culture at the Cupertino-based company won’t change. It won’t happen overnight, but it’s possible that it will eventually happen.

Tim Cook, however, puts things in a different light. In the e-mail obtained by Ars Technica, Cook tells Apple employees that the culture that Jobs built will continue, and that it’s in the company’s DNA and so it will be difficult to change. Here is a copy of that e-mail:


I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. Joining Apple was the best decision I’ve ever made and it’s been the privilege of a lifetime to work for Apple and Steve for over 13 years. I share Steve’s optimism for Apple’s bright future.

Steve has been an incredible leader and mentor to me, as well as to the entire executive team and our amazing employees. We are really looking forward to Steve’s ongoing guidance and inspiration as our Chairman.

I want you to be confident that Apple is not going to change. I cherish and celebrate Apple’s unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that—it is in our DNA. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do.

I love Apple and I am looking forward to diving into my new role. All of the incredible support from the Board, the executive team and many of you has been inspiring. I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.


For those of us who have always admired and respected Apple, it certainly is going to be interesting to see where Tim Cook takes the company. He’s definitely capable, but whether he has the same vision and ultimately the charisma that Jobs had is another story.

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