In Leading Apple, Tim Cook Doesn’t Ask, ‘What Would Jobs Do?’

Source: Thinkstock

After several years at the head of Apple (NASDAQ:AAPL), it seems Chief Executive Tim Cook is finally seeing the company take shape under the cumulative effect of his leadership. The Wall Street Journal’s Daisuke Wakabayashi reflected on how Cook has reshaped the company through a series of small changes, gradually moving the tech giant in what could be a new direction.

After years of “subtle internal changes,” Cook is remaking Apple to be more collaborative, more competitive against rivals such as Android, and more broadly focused than it has been in the past. Starting with the company’s $100 billion share buyback, proceeding to the settlement of a feud with Google (NASDAQ:GOOG)(NASDAQ:GOOGL), and then the company’s acquisition of Beats Music, Cook began this year making changes to the way Apple runs.

Cook is reportedly looking for new directors to add to the company’s board, as six of the seven outside directors are 63 or older. He hired Angela Ahrendts, the former head of Burberry, to lead Apple’s retail division. He’s also made Apple’s operations more environmentally friendly, both by running data centers on renewable energy and by ensuring that the company is more responsible in procuring materials.

In the Journal, Wakabayashi describes Cook as a counterpoint to Steve Jobs: “For more than a decade, the company revolved around Mr. Jobs’s unique and mercurial talents. Mr. Cook, who is as measured and accessible as Mr. Jobs was volatile and intimidating, is more a manager than a visionary, and won’t be forgiven in the same way for ignoring shareholders or belittling subordinates. In short, he runs Apple more like most other companies.”