Apple’s current CEO Tim Cook has publicly criticized a newly released book about his company titled Haunted Empire: Apple After Steve Jobs. The book, which made its way into stores Tuesday, asserts that Apple has lost its creativity since Steve Jobs’ death and that Cook is running the company just as any other tech company is run.
This nonsense belongs with some of the other books I’ve read about Apple. It fails to capture Apple, Steve, or anyone else in the company. – Tim Cook, speaking with CNBC
Haunted Empire’s author Yukari Kane, who used to work at the Wall Street Journal, is not the first one to claim that Tim Cook is a different type of CEO than Steve Jobs was and that Apple has changed as a result of Jobs’ death. However, the harsh critique of the company present in the piece is not something that Cook could avoid responding to.
In terms of profits and revenues, there is no question that Apple continues to be a successful company. But Apple’s own definition of success is much more. Its promise is to be exceptional – to make insanely great products that change the world. The latter is difficult to do without Steve Jobs’s reality distortion field. In its absence, Apple is simply less convincing. – Yukari Kane, speaking with the New York Times
The three customer reviews on Amazon, which do not necessarily represent a wide view of the book, are very negative. At least one of the reviews is Amazon Verified but all of them share the same opinion that Haunted Empire is unfair and inaccurate. Among professional reviewers and journalists, the same opinion has been voiced, so things are not looking good for Kane.
Apple has over 85,000 employees that come to work each day to do their best work, to create the world’s best products, to put their mark in the universe and leave it better than they found it. This has been the heart of Apple from day one and will remain at the heart for decades to come. I am very confident about our future. – Tim Cook
Summary: A new book has been released about how Apple has changed following Steve Jobs’ death. The book asserts that CEO Tim Cook is not as convincing or creative as Jobs and that Apple will suffer because of it. Cook has publicly criticized the title, calling it “nonsense.”
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