Apple Inc. AAPL 0.76% CEO Tim Cook recently fielded questions from Fast Company about Apple’s future, Steve Jobs‘ legacy, the Apple Watch and a range of other topics.
Here’s a sample of what Cook had to say.
On Apple Watch Critics
“Critics asked, ‘Why do you need this?’ Honestly, I don’t think anything revolutionary that we have done was predicted to be a hit when released. It was only in retrospect that people could see its value.”
On Steve Jobs’ Legacy At Apple
“Steve felt that most people live in a small box. They think they can’t influence or change things a lot… If you embrace that, the things that you can do are limitless; you can put your ding in the universe. You can change the world.”
On Cook Filling Jobs’ Shoes
When asked if Cook now fills Steve Jobs’ former role as enforcer of Apple’s extreme standards of excellence, Cook replied, “Steve couldn’t touch everything in the company when he was here, and the company is now three times as large as it was in 2010.
“So, do I touch everything? No, absolutely not. It’s the sum of many people in the company.”
On If Jobs’ Legacy Is Slipping Away
On if Apple is now letting go of parts of Jobs’ legacy, he stated, “We changed every day when he was here, and we’ve been changing every day since he’s not been here. But the core, the values in the core, remain the same as they were in ’98, as they were in ’05, as they were in ’10.
“I don’t think the values should change.”
On Apple Culture
In discussing the transfer of the Apple culture to a new generation of Apple employees, Cook said, “It’s on the company leaders to set the tone. Not only the CEO, but the leaders across the company.
“If you select them so carefully that they then hire the right people, it’s a nice self-fulfilling prophecy.”
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