Apple CEO Tim Cook Faces 2012 in a Truly Post-Jobsian World

Tim Cook was hardly a household name when when Steve Jobs still held his position as CEO at Apple, but with Cook heading the January 2010 launch of the Verizon iPhone, and the recent launch of the iPhone 4S, his presence as a leader at Apple quickly became clear. And while much has been discussed about what the post-Jobs Apple will look like, a better question would be to ask what a Tim Cook-led Apple will look like. As 2012 is Cook’s first full year without Jobs looking over his shoulder, here’s our take on what can we expect …

According to Wikipedia, Cook earned a bachelor’s degree in industrial engineering and a master’s degree in business. On those credentials alone, Cook clearly has a rooted foundation for the way Apple operates — a savvy mix of business, sexy design and a deep understanding of computing. Cook has been with Apple since 1998, when Jobs personally hired him away from Compaq, so he’s experienced firsthand Apple’s rebirth and now holds the keys to the ever-expanding Apple kingdom. Realistically, there’s nothing Cook has experienced or seen that Jobs hasn’t. He was Steve Jobs’ shadow.

But Tim Cook is not Steve Jobs.

Cook has already made moves to prove that, most of which has put a softer face on Apple as a corporate entity. He implemented “softer” measures such as including an extended vacation for Apple employees, more focus on humanitarian aid and even more recently, whispers that Apple might actually open up and offer more “significant” dividends for its shareholders. Cook is also on record as not being as crazy about holding on to cash as Jobs was. What that means for Apple’s developmental pipeline, product lineup and future supply chain strategies remain to be seen, but I can offer a few predictions:

• More, First: Steve Jobs was famous for releasing products slowly, when they were ready, and often maintained the ethos that what a product doesn’t have is what makes it unique. Jobs may be right on that, but there was no technical reason why the iPod Touch needed to wait through multiple iterations to finally get a camera. Likewise, Jobs may have scrapped ideas, like a 7-inch iPad, but now rumors are flowing that Apple may revive that product. Perhaps Cook was involved in that decision? Whereas Steve Jobs’ word was the final call, Cook may be more flexible and open to other opinions. More simply, a Cook-led Apple may be more publicly experimental (though not to the extent Google is).
• Refocusing Apple’s Efforts: Jobs very well may have done this, but I see Cook as someone who will definitely want to laser-focus on a product lineup. That means out with the old and in with the new. With Xserve dead, Mac Pro shipping times slipping and MacBook and iPad sales continuing to climb, Apple soon could carry a limited selection of highly popular products, which could be helpful for attracting new customers and good for Apple’s bottom line. But don’t kid yourself: Out with the old could also mean out with old customers. If Mac Pros aren’t bringing in decent sales, the sad truth is those customers are no longer as important as the iPhone-campers on launch day.
• Surprise the World: Just because Steve Jobs isn’t around anymore doesn’t mean Cook can’t wow the industry. Sure, Cook is more reserved and less animated, but Apple still is a company that will shape the world. Cook’s secondary job in 2012 will be convincing the public that Apple is still Apple behind the scenes and Cook can cary the company forward with both charisma and exciting products. The tech world knows this and has embraced Cook (keynotes have gone from “Steve-notes” to “Cook-keys” — get it?), but many of Apple’s consumers may not understand. My prediction is the launch of the iPhone 5 will both herald Jobs as a genius for the work he left behind, and propel Cook into the spotlight as a true personality at Apple.

Cook’s tiny Wikipedia article says little about his personal life, but from what is known, he’s a fastidious man who understands the importance of hard work and following internal intuition. And as long as there’s a heart at the center of Apple, there will be a strong pulse of technology for years to come.