Tim Cook might be Apple’s biggest problem at the moment. Yes, we’ve all seen the graphics showing how Steve Jobs had poor numbers compared to Cook, but the truth is that Jobs had to do the hard part: he had to start the company, build all the concepts, find the people, build the mentality and create a big name for Apple. Cook just took the thing wrapped up and moved forward, but he did not work for anything that Apple has to offer today.
Let’s look at some of the greatest issues that Apple has to face right now: too big a market cap, investors who have absolutely no clue as to why they should invest in Apple or not and they have way too many projects coming up in the future, those “new projects” that Apple always prides itself with, but in fact offers the same thing with no observable tweaks.
It’s good that the new iPhone had all its pixels reworked and that you’ve never seen plastic done the same as in an iPhone 5C. Oh, and did we mention that Cook and his partners say that Apple made another 50.000 gazillion sales this year? Yes, they say so about every year. No surprise really.
Now there is no reason to directly blame Cook for what is happening to Apple. The market has been rather terrible this year compared to others, but let’s look at the people: Facebook’s Mark Zuckerberg, Microsoft’s Staya Nadella, Amazon’s Jeff Bezos and Google/Alphabet’s Sergey Brin and Larry Page.
What do all of these people have, but Cook doesn’t? For starters, they are the geniuses in this era’s tech industry, these guys know what tomorrow has to offer, while Cook still offers stuff discovered yesterday. Have you heard about the under-promise/over-deliver concept? Everybody is doing it. Except Cook, of course. All of the other companies are making smart hires while Apple is still stagnating.
That’s not enough? How about active funders? Amazon, Google/Alphabet and Facebook excel at this chapter and you can see how well they perform because of them, but this is not exactly Cook’s fault.
Now with all due respect, Cook is not the guy who needs to be in charge of Apple, at least not now. You pretty much need someone who can predict what tomorrow has to offer and who can hold their ground in a company as promising as Apple is. Remember when we said that Tim Cook might be Apple’s biggest problem. Scratch that. He surely is.
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