Apple's New CEO: Apple Will Not Change

Timothy Cook Addresses Employees by E-Mail

by Anton Shilov
08/25/2011 | 09:14 AM

Timothy Cook, the new chief executive officer of Apple, addressed the company's employees by an e-mail. The morning after Steve Jobs announced his resignation as the chief exec, the new head of the company reassured his team that Apple will not change, it will remain innovative and that that its best days are still ahead.


"I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. Joining Apple was the best decision I've ever made and it's been the privilege of a lifetime to work for Apple and Steve for over 13 years. I share Steve's optimism for Apple's bright future," said Tim Cook in his email to Apple's employees, which was published by Ars Technica web-site.

Perhaps, the main thing that Apple employees, product users, financial analysts and fans wanted to hear from Mr. Cook was his vision of the company's future and potential changes. Timothy Cook stated clearly: Apple will not change, will continue to sustain its unique culture and create exclusive and innovative products .

"I want you to be confident that Apple is not going to change. I cherish and celebrate Apple's unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that - it is in our DNA. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do," said Mr. Cook.

Nonetheless, changes are inevitable for Apple. Steve Jobs is known for driving innovations at any cost. But in order to make innovations accessible to the masses, those devices need to be affordable enough. According to Ars Technica, Mr. Cook has been credited with aggressively working to lower Apple's hardware and gadget prices, and making deals with component suppliers in order to give Apple an upper hand in the market. Thanks to the former chief operating officer and the new chief executive officer, Apple managed to launch its highly successful iPad media tablet at price-levels that eventually turned out to be lower than those of competing devices.

What is necessary to note is that Steve Jobs returned to underdog PC maker in 1997, while Tim Cook takes the reins of a highly-successful consumer electronics maker. It remains to be seen whether Apple will remain continue to innovate at the rapid pace: its three key products in the previous decade - iPod, iPhone and iPad - became breakthroughs, or will take a more cautious approach to innovate.