Apple CEO Tim Cook’s business rules

In early 2022, Apple became the world’s first $3 trillion company today based on market capitalization. For more than 10 years, this company has been headed by Tim Cook. What business rules does he follow to achieve such success?

In 2021, Tim Cook earned about $100 million, which is 570% more than a year earlier. His fortune is estimated at $1.5 billion.

Cook has been Apple CEO for over 10 years, taking over from Steve Jobs, who founded the company. According to Apple’s report, its shares have risen in price by more than 1100% over these 10 years. And on January 3, 2022, the capitalization of the technology giant exceeded $3 trillion.

What business rules did the CEO of Apple share in his speeches?

«‎Even though I’m an engineer and an analytical person at heart, the most important decisions I made had nothing to do with that. They were always based on intuition»

«‎Don’t waste your time living someone else’s life. Don’t try to emulate the people who came before you to the exclusion of everything else, contorting into a shape that doesn’t fit»

«‎If you’ve built a chaos factory, you can’t dodge responsibility for the chaos» 

«‎You look for people that care enough that they have an idea at 11 at night and they want to call and talk to you about it. Because they’re so excited about it, they want to push the idea further»

«‎Your mentors can leave you prepared, but they can’t leave you ready»

«‎I think you should rarely follow the rules. I think you should write the rules. I think if you do follow things in a formulaic manner, you will wind up at best being the same as everybody else»

«‎I’m not worried about artificial intelligence giving computers the ability to think like humans. I’m more concerned about people thinking like computers — without values or compassion, without concern for consequences»
«‎When your time comes, and it will, you’ll never be ready. But you’re not supposed to be. Find the hope in the unexpected. Find the courage in the challenge. Find your vision on the solitary road. Don’t get distracted. There are too many people who want credit without responsibility. Too many who show up for the ribbon cutting without building anything worth a damn. Be different. Leave something worthy. And always remember that you can’t take it with you. You’re going to have to pass it on»

«‎When you’re convinced that your cause is right, have the courage to take a stand. If you see a problem or an injustice, recognise that no one will fix it but you»
«‎If I’ve learned one thing, it’s that technology doesn’t change who we are, it magnifies who we are, the good and the bad. <…> If you want credit for the good, take responsibility for the bad. First things first, here’s a plain fact»

«‎Steve Jobs was a genius and a visionary. And you know, I’ve never viewed my role as to replace him. I think he’s an irreplaceable person.  I am who I am, and I’m focused on that, and being a great CEO of Apple» 

«‎Measure your impact on humanity not in likes but in the lives you touch, not in popularity but the people you serve»

«‎If you’re looking at your phone more than you’re looking at somebody else’s eyes, you’re doing the wrong thing»


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