Apple CEO Tim Cook recently reflected on his time working with Steve Jobs, Apple’s iconic co-founder, in a detailed interview. Cook described Jobs as a “truly unique kind of CEO,” recognizing his distinctive leadership approach and the lasting influence he had on Apple’s success.
When asked about his decision to join Apple, Cook shared, “Talking to Steve gave me the sense that he was unlike any CEO I had ever encountered.”
Cook on Jobs’ ‘consumer-first’ approach
In a conversation with The Wall Street Journal, Cook praised Jobs’ visionary outlook, especially his unwavering commitment to product excellence and his ability to motivate others.
“Steve was entirely focused on products and believed that small, agile teams could accomplish extraordinary things. I was drawn to that,” Cook explained. “While everyone else was shifting towards enterprise solutions, Steve wanted to refocus Apple on consumers, and that was groundbreaking. At the time, no one else was considering how to generate profit by selling directly to consumers.”
“A rare, once-in-a-lifetime opportunity”
Cook admitted that the chance to work alongside a “creative genius” was too good to pass up.
“I’ve never been one to follow the crowd,” he remarked. “I recognized it as a once-in-a-lifetime chance to work with the person who truly started this industry. I didn’t want to miss that opportunity.”
He also recalled how others advised against joining Apple during a difficult time in its history.
“Many forget that Apple was almost bankrupt at that time,” Cook recalled. “It was a very difficult period, and numerous people advised me against joining, thinking the company was on a downward spiral. But I saw things differently—I saw a spark in Steve’s eyes, a belief that we could turn it around. And I’m truly thankful to have been part of that remarkable journey.”
