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Mr Ma once said: It is quite a pleasure to earn one or two million people a month. It is actually very uncomfortable to earn one or two billion people a month. So, than Ma's "uncomfortable 4.4 times" is what kind of experience? This man tell you ...
'Good Morning!' On October 4, 2011, the first new product launch hosted by Cook after he took office was so general that Jobs was not shined at all. Slow language, low tone, expressionless, and from time to time the card, even if it is amazing, incredible such an Apple conference routine vocabulary, say it from Cook's mouth also feel a little amazing, incredible. Almost no one believes that under the leadership of this dull middle-aged uncle, Apple will have Steve Jobs's deathbed before the belief that the most brilliant and most creative future. Just as on January 9, 2007, when Jobs unveiled the first-generation iPhone to the world at the conference, no one believed that the iPhone would get the highest honor in the history of mobile phones. Over the years, Cook has been compared to Steve Jobs - if it is Steve Jobs, how it will be, how not to be. His contribution is neglected, any result is 'eating Steve Jobs's legacy', shortcomings and mistakes It is infinite zoom.
In the never-ending decline of the bad, Cook under the leadership of the apple, the highest global market cap firmly on the throne, surrendering 'revenue doubled, profit doubled' report card, still dominate the global handset market 80 % Of profits; 87% of the nearly 1 billion iPhones sold by Apple sold in the Cook era. Replaced by others, Apple may not be better, or even, will not. Most like Jobs's people In 1998, 43-year-old Steve Jobs encountered 38-year-old Cook, the two hit it off. Steve Jobs said I know what I want, and then met Tim, he and I think the same. Cook said he decided to join Apple within five minutes. "Working for a creative genius is the only chance of my life." Cook and Steve Jobs character exactly the opposite, but in a sense, Cook is the most like Jobs. Steve Jobs grumpy, extreme character, and Cook calmly calm, low-key, is a 'typical southern gentleman'. But Jobs said more than once that Cook was 'the same' to himself. 'He and I look at the problem in the same way, and we have similar ideas and we can interact at the same level as the senior strategy,' Jobs said he will forget many things and he can always remind me. Cook also said that Steve Jobs and I always have the same point of view. 'For me, his personality is not important, his ideas, tastes, different perspectives, all of which are still intact Apple. In the same general direction, the opposite of character turns into complementary. 'In an irritable, cranky boss, Cook always controlled the situation with a calm attitude and the calming accent and sober gaze typical of Alabama.' 'Wealth Magazine, for example, described it. People who work with Cook say, "Cook's quiet stance and calm style are a relief for Apple's hurried company, full of love-knocking guys." Steve Jobs himself said that I am a negotiator, but he (Cook) may be better than me, because he was bold and calm. As a co-founder of Steve Jobs, students, friends, confidante, Cook is also the best person to know Steve Jobs. 'I know people would misunderstand some of Steve's comments into shouting or dissent altogether, but in fact it was just his way of expressing his passion and I was so emotional in his style that I never felt He is targeting me, 'Cook said. These exactly the same and complement each other, so that Cook became Apple most will implement Steve Jobs intuitive role. At that time, chief architect Jonathan, Scott developed the iOS system is Apple's internal number two or three, compared with them, Cook the most advanced qualifications. However, most like Steve Cook, is undoubtedly the most able to extend the Jobs's people, but also lead the apple to move forward the best candidate. Match operations and creation Jobs said Cook is one of the best employees I've hired, says Silicon Valley veteran Mike Homer, a former Apple executive. "He's the story behind those stories." In addition to being like his boss, Cook still has many of the qualities that make up Apple CEO's title. First of all, Cook is a business genius, 'Cook is to match Apple's operational capabilities with Steve Jobs creativity.' Apple suffered losses and troughs in 1997, causing serious problems in operations. The emergence of procurement and supply chain expert Cook, helped Apple solve this big problem. "Steve Jobs Biography" is described in this way: Cook reduced the number of Apple's major suppliers from 100 to 24 and convinced many home suppliers to move next to the Apple factory. He closed 10 of the company's 19 warehouses, shortened inventory cycles from January to 6 days, and in 1999 it was only 2 days, sometimes even 15 hours. In addition, Cook also compressed the production cycle for making Apple computers from four months to two months. These reforms not only cut costs sharply, turning Apple into a profit, but the far-reaching effect was that Cook led Apple closed down all its factories to become a light-duty, research-and-development company that built the gold supply chain - so Apple Was named the world's second best supply chain management, or even higher than the Dell computer. Second, Cook is very diligent and studious. In high school, Cook was unanimously nominated by his classmates as 'the most energetic student', and often receive a variety of awards. After joining Apple, Cook made a special request that he take a small room opposite to Steve Jobs' office and then start his own Apple career of working hard and dedicating himself to work. Most days Cook gets up at 4:30 am, mails and mails, goes to the gym for an hour, and arrives at the office just after 6 o'clock, often the latest to go. Like Jobs, Cook is strict with his job and is a perfectionist, except that he is good at listening to other people's opinions. One of the people who worked with him said, 'He not only knows everything he does, but also knows everything you do.' There is also a very important point, Cook has a strong sense of proportion. In fact, before taking over, Cook has had three acting CEOs experience - in 2004, 2009 and early 2011, Jobs surgery and recovery period, It's hard to be a substitute for Steve Jobs, to blame for the fucking, and to damn it out of the ordinary. "Jobs, to some degree, likes strong people, but he never actually lets others represent his job or share his stage. Cook succeeded in avoiding these dangers. During Jobs' illness, Cook took care of the company, calmly and decisively at the time he gave the order, and under his leadership Apple employees were well-behaved. But at the same time, he does not pursue the attention and cheers of others and avoids getting himself into public view. "Some people dislike what counts as Steve, but I never really care about them," Cook said. Honestly, I hope my name never appears in the newspaper. After Steve Jobs returned to Apple after a sick leave, Cook returned to his previous job - closely integrating Apple's various operations departments and still confronting Jobs with his calm anger. In addition, during his tenure as a CEO, Cook accumulated his staff, investors and votes from Wall Street analysts, leaving him to become a successor to Jobs with almost no suspense. Jobs will not do, but Cook will do Fruit powder: We want iPad mini, big screen iPhone, third-party input method! Jobs: No, do not think, impossible. Fruit powder: wow, Joe Father handsome! Cook: All for you! Fruit powder: Oh, Cook is a sucker! Wake up every morning, Cook will remind myself, do not always think of Steve Jobs will do, but insisted to do what they think is correct. This is what Jobs told him before his death. Launched the big screen iPhone, is a job Steve Jobs will not do, but Cook will do. Jobs said that no one will buy a large screen phone, '3.5 inches is the phone's gold size, the larger the screen foolishly'. However, the fact is that the big screen iPhone 6, 6S and 6 PLUS released in 2014 and 2015 eventually put Apple on the throne of 'the world's most profitable company.' Another example is the iPad, the first iPad 9.7-inch screen that Jobs thought of 'the smallest size we needed to create a tablet,' and Cook's lead release of the iPad mini became the best-selling iPad. To go to China, but also a job that Steve Jobs will not do, but Cook will do, because in Cook's view, China's future than the United States to become Apple's largest contributor to income, just a matter of time. Since taking over Apple in the second half of 2011, Cook has come to China a total of 12 times a year, an average of twice a year, while Jobs has never set foot on China and will not be included in the new starting country. To promote cooperation with China Mobile, iOS system continues to be localized, Apple retail stores from 4 to 41 ... ... successfully opened up the Jobs does not mind the Chinese market, Cook is an important contribution to Apple. ▲ Cook's microblogging, translation is very grounded! Today, China not only has the largest user base of iPhones in the world, but it is also the largest market for Apple's mobile software store App Store. Cook's choice is correct, because the environment has changed. Jobs has a group of pig teammates set off, Cook is facing the wolf tiger leopard. Apple's Steve Jobs era in the infancy of smart phones, he only want to defeat the Nokia N95 two-way slider design, BlackBerry Curve; and Cook's battlefield, Samsung, HTC, Huawei, millet and the rising star, more raging , Complex and unpredictable. Hard to imagine, if Cook does not make these changes, today's Apple will go where. 'If you start to get scared, you will not try new or different things.' 'Cook is not afraid of failure either,' If it does not work here, it's not the end of the world, I'll go riding a bike. ' The second year after Cook took office, he announced Apple's first dividend payout plan in 17 years and approved a $ 10 billion share repurchase; while Jobs was in power, Apple insisted on not paying dividends to investors because He thinks dividends are worthless to the business. 'You have to be responsible for a lot of people, including the company's employees, the community and country where the company is located, the people who assemble the product, the product developers, and the entire company's ecosystem, and do not forget it's the CEO's responsibility,' Cook said. 'Paying attention to product monetization and increasing company profit, yes, these are important to the company, but they are not necessarily the most important.' An important example of this is that after Foxconn's workplace was criticized for its job at Apple's foundry, Cook visited her home to Foxconn and pushed the company for reform-hard to imagine Jobs doing the job. Compared with the 'product manager' Jobs, Cook origin more like a big housekeeper, which allows him in the post-Steve Jobs era, so smooth the ship sailed Apple. Conservative difficult Cook's biggest contribution to the apple? Imagine if you take over a genius company from a genius, what is your top priority? Of course, not in your own hands.If you are more ambitious, you will want to go one step up. What is this metric? The most intuitive is the performance.Even the genius, such as Steve Jobs, returned to Apple in 1997 if the company did not make money, he and Apple are also unlikely to become legendary. Since Exxon Mobil became the world's largest company by market value in 2011, Apple is still number one and more than doubled so far and is likely to be the first company to have a trillion-dollar market capitalization - Too far away. On the list of the world's top 500 companies, Apple rose from 35 in 2011 to 9 this year and topped the list of profits in the last two years to become the most profitable company. At this level, Cook is undoubtedly both a good defender and a qualified pioneer. He did not have Steve Jobs talent, intuition and charm, but he showed a 'ordinary people', how hard work, restraint and cooperation, completed an impossible task. 'Some people commented. In addition, although Cook does not have Steve Jobs product in the genius and taste, but he solidified the Steve Jobs Apple product team, while ensuring innovation in the core of Apple - this is Steve Jobs's most important legacy, but also the foundation of Apple. An important illustration is that, according to data released by market research firm Jackdraw Research, Apple's R & D investment is now four times that of six years ago. More than once, Cook emphasized the importance of the product: 'If you look at Apple, you will not see any display of stock prices in our conference room, and no employee will focus on the stock price. Our belief is that a company should not focus on its own Stock prices, should focus on their core task, that is, to produce some of the best in the world to enrich people's lives. A deeper level, Cook and Steve Jobs in the apple, not just 'predecessors planted trees, posterity' so simple. Jobs has left an innovative seed for the apple, and Cook brought to the apple healthy growth of soil. Today, Apple's annual revenue has exceeded 200 billion US dollars, 10 times that of a decade ago; now, Apple's two-thirds of revenues come from outside the United States, mainly a decade ago the United States. Admittedly, a company needs a hard-line leader such as Steve Jobs during its expansion. However, after becoming a "first" and becoming a world-class company, it has become more and more diversified, open and standardized important. This is Steve Jobs can not bring to Apple, but also once full of personal color Apple can not afford. And this is Cook's strength, but also his greatest contribution to Apple. Its significance is that no matter who succeeds, will not give Apple a fatal blow, the ship can move forward smoothly. Cook may not be the perfect CEO, but it is already the best transcript that Perfectionist Cook can come up with - maybe he's got Apple down the altar, but without him, Apple may not be anywhere go with.
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