Does Apple CEO Tim Cook Represent a Kinder, Gentler Apple?
Is Apple getting soft on us? While former CEO Steve Jobs may have been willing to start a digital holy war, CEO Tim Cook may be looking to calm the seas. More importantly, Cook has taken action, showing Apple cares about their workers overseas. Is this the shape of things to come?
A huge tip of the hat goes to Bloomberg and Bloomberg Businessweek, both of which have been hot on Apple’s tail. In a recent article, Bloomberg examines Cook’s (and Apple’s) motivation for visiting the Foxconn factory in China, where Apple products are made. Cook’s arrival signals Apple’s moves to smooth over negative press regarding working conditions at the factories. “Handout” photos published by Bloomberg show Cook wearing a cleanroom “bunny suit,” chatting with workers and touring the facilities.
Meanwhile, the Bloomberg Businessweek article discusses the legal and monetary ramifications surrounding the swarm of patent litigation between Apple, Samsung and other Android handset makers. While Jobs would have been content to sue them all out of existence, the Businessweek article suggests Cook may be happy to end the war another way. According to “people familiar with the situation,”
… top-level executives at both Apple and Samsung have communicated lately about potential settlement options. Apple CEO Tim Cook does not seem to share his predecessor’s passion about laying all foes to waste. Cook appears to view litigation as a necessary evil, not a vehicle of cosmic revenge.
It’s all very interesting. Couple these moves together with Cook’s charitable matching program for Apple employees, and suddenly, you can look at Apple in a new light. In my seasoned opinion, I believe Cook wants to build an Apple that is less “elitist” than a Jobs-run Apple. Naturally, Apple was Jobs’ baby, but for Cook, building a warm and fuzzy Apple that everyone can love and enjoy might be more important. But would a kinder, gentler Apple still compete with Google? Mercilessly. But perhaps Cook is confident enough in Apple’s portfolio that it will be “good enough” to simply end the wars and let the consumers decide who wins the battle at the cash register.
I would love to see Cook put a big ol’ picture on the Cupertino bldg, where one can see it driving by on Hwy 280. I don’t know why, but I really, really miss that. Jobs had one of Lennon (does anybody else remember that)?
Apple kinder and gentler? Hmmm… not if you’re a reseller who has been cut off from Apple’s partner program in the past year.
-TVG