The next few weeks and months for those interested in cell phones, computers and gadgets of all shapes and sizes is going to center on Apple, not surprising given all the hype, pomp and circumstance surrounding the iPhone 7, the latest smart phone from the brand that is rumored to be better than, well, the 6.
But the discussion about Apple at the moment isn’t just about the smart phone on the horizon but also the company as a whole now that it has been half a decade since the new CEO of Apple took over in place of the late Steve Jobs.
New CEO, Tim Cook, is by all accounts the opposite of Jobs, and that is a good and bad thing for Apple. Those who judge Cook and his tenure do so based on two main objectives: sales and service (not just customers by how Cook carries himself as the head honcho of one of the greatest brands in the world).
If you look at Cook from those two elements, Apple is in more than just capable hands. They’re being guided by a gem of a human being both for his charitable works and his legitimate nice guy persona.
The cell phone business was good for Apple, too, as the profits of the iPhone 6s can’t be ignored. They were record setting and that was on the watch of Cook during his current regime as Apple’s main man and face of the company.
Where most struggle to quantify Cook and the “new” Apple is in the innovation category. You could argue that Cook took over a company that had been groundbreaking and has now turned into just another recognizable player in the cell phone market or computer industry, rather than the frontrunner.
Simply put, Jobs created products that didn’t exist to the eyes of the consumer. Cook is just tweaking what already existed. Think of it like the inventor of the car versus the person who puts gas in it to make it run. No pun intended but that’s like Apples versus oranges and then some.
While experts agree that Apple feels like it is on auto pilot and the absence of Jobs took the company from revolutionary to rudimentary, Cook is doing a fine job with what he’s being asked to do: manage the store that was built long ago.
That’s not a bad job if you can get it, and Cook isn’t doing a bad job, either. He’s just not changing the game that his predecessor did, but honestly who can?
If Cook has an ace up his sleeve or Apple has one last gasp in the chamber, then so be it, but for now, they’re exactly where you’d expect them to be: relevant, renowned and running with the rest of the pack.