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Tim Cook: Living In the Shadow of Steve Jobs
By: Greg Dorn
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As the one-year anniversary of Steve Jobs’ death has come and gone, it was only inevitable that people would compare and contrast the current state of Apple under the reign of CEO Tim Cook. Needless to say, the company is doing just fine, which may be the understatement of the decade. Tim Cook has overseen the release of the “New iPad” (3rd generation), the MacBook Pro with Retina display, and of course the iPhone 5, all milestone products that at one point cemented Apple as the most valuable company in history in terms of market capitalization.

However, anyone who knows anything about Apple is aware of the fact that many of these flagship items were years in the making. In other works, Tim may have been the man presenting on stage, but no product released thus far has been without the overwhelming touch of Steve’s innovative hand. It may be years before we truly see how Tim Cook will handle the passing of Apple’s prestigious torch. Therefore, one year later, the only contrast worth discussing is two vastly different men doing damage control for a company renowned for its flawless image and groundbreaking products.
           
During the infamous "antennagate" of 2010, Steve was reluctant to fault Apple for any wrongdoings. Although the masses were experiencing dropped calls due to the iPhone’s rectangular antenna, Jobs famously proclaimed people were simply "holding it wrong." Yes, eventually the persistent CEO gave in and offered anyone with an iPhone 4 a free bumper case, but a sincere admission of guilt was seriously lacking. It was as if Steve merely whispered a “my bad” under his breath, reluctant to openly admit that Apple royally screwed up.
           
This is, of course, a far cry from the approach Tim Cook took when addressing Apple’s newly coined “mapplegate.” With mysterious streets and missing landmarks, Tim came at the crisis head on, going as far as offering a straightforward letter of apology right on Apple’s website. Jobs-esque this was not, and we can only wonder how the notoriously stubborn and ruthless CEO would have cringed at such a move. One must also ponder if the new maps application, built by Apple from the ground up, would have even been given the green light by Jobs. It’s now apparent that the app was rushed and ill prepared. Perfectionist that he was, Steve Jobs would have recoiled as the public ridiculed the app in favor of Google’s, the map application pre-installed on every iPhone until the 5. Given the fact that Jobs literally declared “thermonuclear war” on Google’s Android OS, one can assume he would not be too pleased. Even more, Apple offered a designated area in the app store for “alternative mapping solutions.” Showcasing a place for direct competitors truly gives us a glimpse into the different mindsets of two contrasting men.
           
So the question remains, with a CEO more inclined to admit when they were wrong, what does the future have in store for Apple? Will Tim Cook’s warm-hearted demeanor lead to Apple’s continuing success, or will the lack of Steve Jobs’ take-no-prisoners approach hurt Apple in the long run? Please let us know in the comments below.


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About the Author
Greg Dorn is a blogger, writer, and obsessed with everything technology and social media. Greg is absolutely captivated with the recent advancements in mobile gadgets, making our world more seamlessly connected. You can learn more about him on his own blog here
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