(SAN FRANCISCO) – “Think different” became Apple‘s faith during Steve Jobs’ reign, the previous CEO of Apple. Tim Cook, the new Chief Executive of the company, is welcoming this idea while taking decisions that might have appeared crazy to his legendary predecessor.
Apple’s ongoing purchase of a headphone maker and music streaming company, Beats Electronics, for USD 3.2 billion is the recent example of Cook’s dissimilarity to Steve Jobs, who had enough confidence in his company’s innovative abilities, and he believed that spending heavy amounts of money on purchases was useless.
Tim Cook became the chief executive in August 2011, approximately six weeks before the death of Jobs. Cook is however, trying to lead the company in his own way. He is deviating from the cash-hoarding practices of Jobs, by agreeing to return USD 130 billion to the shareholders via stock buybacks and dividends. In this regard, he has planned a company stock split, and is also willing to meet the employees’ charitable donations up to USD 10,000 annually. Under the leadership of Cook, Apple has tried to fulfil its social responsibility by working for the improvement of labor conditions in the factories abroad that manufacture its devices. In addition to that, the company also took steps for reducing pollution caused by its gadgets and data centers.
This sudden change in the management philosophy has resulted in an unusual twist as Apple’s pace of advancement has slowed. As of now, it looks more of a conventional company instead of the corporate rebel that Steve Jobs wanted it to be. Since Cook has taken charge of the company, Apple has been involved mainly in upgrading its existing products and working out ways to control its bulging bank account, instead of unleashing its revolutionary gadgets, such as iPhone, iPod and iPad.
Rob Enderle, a technology analyst, says, “Jobs wanted Cook to step out and be different. But I think he wanted (Cook) to do the things that were central to the business, not things that Jobs thought were stupid.”