Blake Montgomery

But Steve Jobs had just died when Tim Cook took over.

And there were quite a lot of questions of whether he could live up in any capacity to the things that Steve Jobs had done.

Cook takes over in 2011.

So Apple is on the rise towards becoming one of the biggest companies in the world.

But...

It was by no means guaranteed that it could do the revolutionary globe-spanning things that it does now that we kind of take for granted.

But a lot of that is due to Tim Cook.

No one describes him as a genius in the same way that people revere Steve Jobs.

I don't think there will be...

biblically long biographies of tim cook that people mine for their own inspiration however there is an obvious aptitude that he has for the kind of global supply chain management that apple has to navigate as well as this kind of diplomacy that you might do as the head of one of the biggest companies in the world that has led apple to these like heights

A lot of questions, a lot of kind of skepticism because, I mean, Tim Cook had run the operational side of Apple's business for several years alongside Steve Jobs.

But that's the pretty boring side of the business, the kind that people want to take for granted and don't want to think about it.

There is no sex appeal to it in the way that there is to a beautifully designed product.

So Tim Cook is the shareholder CEO.

And I mean, if you're an Apple shareholder from 2015 to 2026, you are thrilled.

You are so elated with the performance of this company.

And that's like his great success.

Yeah.

The questions that arose like back then is like, can he debut anything that will recapture the Steve Jobs deal?

And he said, I want to debut new stuff, but I'm not that interested in the zeitgeist.