Tim Cook explains why he resigned as Apple CEO before the iPhone Duo launch
The IndependentDavid Phelan’s David Phelan interviewed Apple Executive Chairman Tim Cook at Apple’s UK headquarters at Battersea Power Station on Wednesday, and one of the topics discussed was John Ternus taking over as Apple CEO.
Ternus, who was previously head of Apple’s hardware engineering, succeeded Cook as Apple’s CEO on September 1. Cook said the transition “started years ago.”
“It’s been an interesting transition,” Cook said. “We really intended to have the best transition ever, a classic example that people could look back on and learn from. It actually started years ago. Obviously, these things are not quick things and I’m so happy with the way things are going. I think it all turned out exactly how I imagined it. And that’s fantastic. Because Apple deserved the best.”
Cook said he resigned on September 1, just eight days before Ternus unveiled the iPhone Duo, in part to give Ternus immediate momentum.
“I wanted John to have the wind at his back,” Cook said. “And a lot of the wind at Apple is the product cycle. This product cycle is incredibly awesome. The Duo is coming in a few weeks and it’s incredible.”
Cook had the seemingly impossible task of succeeding the legendary Steve Jobs as CEO. Jobs told Cook not to make a decision simply because that was what Jobs would have done, and Cook said he provided Ternus with similar advice.
“The advice I gave him is: Make it your own thing,” Cook said. “Spend your time on the things you can add the most value to in the company. And that means don’t imitate me. Just like I didn’t imitate Steve. We all have different strengths.”
Apple and The King’s Trust, a charity founded by King Charles III, announced a “new immersive education program to help young people pursue careers in the creative industries” on Wednesday, with more details outlined in our previous article.
Cook commented on the program in his interview with Phelan.
“It’s a way for us to give back in a way that is unique to Apple,” he said. “There are many ways to do philanthropic activities, but I think it’s ones where you can give a part of yourself…not just your resources, but a part of yourself, and we have such creative people in the company who can be incredible mentors to those people.”
Cook also spoke about the new Apple Music Hall located at Apple’s Battersea headquarters, describing the performance hall as “unique to Apple.”
“I’m not sure there are many people who could do it, and there certainly aren’t many people who would do it. Every detail has been thought of, the construction, the design, the technology behind it, the spatial audio capabilities: it’s the perfect place to perform, whether you’re a high profile artist now, or an emerging artist, just getting started. And it’s a commitment to live performance and recognition that this is so important.”
