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8 Questions for Apple's New CEO Tim Cook

8 Questions for Apple's New CEO Tim Cook
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The new boss of Apple says he won't deviate from the course, but he will, and he should. Here’s what we’d ask him, if we could, and how we think he might answer.

Tim Cook now faces one of the greatest challenges in business: to be the first successful CEO of Apple that does not have the last name Jobs. The track record is against him, but then again, none of Apple's prior CEOs had the preparation he's had: lengthy tenures at IBM and Compaq and 13 years working side-by-side with Steve Jobs.

His initial statement following his appointment as CEO insisted that nothing would change, but don't believe it. He's not going to be a Jobs clone. First off, he can't be; there's only one Steve Jobs. Secondly, we believe he has at least some ego and some desire to make his mark.

Already he's putting his stamp on Apple. One of his first acts was to reinstate a charitable giving program that Jobs had cancelled in the late 1990s. Apple will match employee donations to 501(c)(3) charities, up to $10,000 annually.

This is only the beginning. To put it bluntly, Cook will likely kick into gear once Jobs is no longer on this earth.

So what will he do? If we could get an interview with the guy, what follows are the questions we would ask him about his specific priorities. We’ve put words in his mouth, too. First comes the answer we imagine he’d actually give us on the record, if pressed, then comes the answer that we think is the real truth (if Cook were totally and completely honest). What do you think of our imagined answers, and what would you ask Cook if given the chance?

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  • -3 Hide
    Ragnar-Kon , September 27, 2011 1:07 AM
    About what I expected.

    At first I was against Apple not adapting USB 3.0, just because I have never seen any Thunderbolt devices outside of online stores. But to be honest, I have never seen a USB 3.0 device either.

    The bit about the batteries is spot-on, and just about what every manufacture does the same (Dell, HP, Lenovo, etc). Make sure the battery lasts through the warranty period, and after that they don't care.

    Not saying I like everything Tim Cook would say, but to be honest if I was in his situation I would say the same thing. It may not make everyone happy but it makes perfect business sense.
  • 5 Hide
    DjEaZy , September 27, 2011 5:27 AM
    ... how about to ask Tim directly, not speculate...?... is this journalism?
  • -2 Hide
    vaughn2k , September 27, 2011 8:08 AM
    Tim is now similarly look like Steve Jobs, especially when he wears the same tees as Steve... No wonder...
  • -1 Hide
    DjEaZy , September 27, 2011 9:43 AM
    ... my question would be, when you will consider fuzion initiative from AMD... more capable in 3d and OpenGL/CL...
  • -1 Hide
    Anonymous , September 27, 2011 10:56 AM
    What nonsense. The iTunes question was the only sensible one, and the others showed a lack of Apple knowledge. Example: Flash is a massive drain on batteries & CPU as Steve Jobs previously explained in detail - This is why it's banned on mobile devices but NOT banned on Macbook's - a quick Google search will quickly demonstrate that people using Flash find that the amount they get out of a single charge drops dramatically, and the fan goes wild. Re: Business support, no mention of Apple's recent "Joint Venture" business support? You'd think Tim would know about that, wouldn't you?
  • 3 Hide
    Anonymous , September 27, 2011 11:08 AM
    You aren't asking Tim Cook anything!

    Is this really journalism??
  • -2 Hide
    spookyman , September 27, 2011 3:18 PM
    Now will I be forced to hold the new Iphone a certain way so my calls dont drop?
  • -1 Hide
    Tomsguiderachel , September 27, 2011 6:37 PM
    jim9671You aren't asking Tim Cook anything!Is this really journalism??

    It is an opinion piece--we can't ask Tim directly because he hasn't agreed to do an interview with us. This is pure speculation. If that bothers you, don't read it. Personally, I think speculation by an informed journalist is of value.

    Rachel Rosmarin
    Managing Editor, Tom's Guide
  • 0 Hide
    Tomsguiderachel , September 27, 2011 6:40 PM
    DjEaZy... how about to ask Tim directly, not speculate...?... is this journalism?

    I think it is journalism. Tim Cook hasn't agreed to grant us an interview.
    The "write around" is a long-established journalistic tradition when publications deal with high profile personalities (of which the Apple CEO is certainly one).

    Rachel Rosmarin
    Managing Editor, Tom's GUide
  • 1 Hide
    lpedraja2002 , September 28, 2011 3:05 AM
    Lol! Until I read Rachel's answer I thought it was Tim cook answering those questions. XD

    Silly Me.
  • 0 Hide
    chumly , September 28, 2011 3:14 AM
    9. Will you end the patent lawsuit nonsense and instead assert your company by remaining innovative in the market, rather than bullying the competition?
  • -1 Hide
    virtualban , September 28, 2011 12:53 PM
    chumly9. Will you end the patent lawsuit nonsense and instead assert your company by remaining innovative in the market, rather than bullying the competition?

    Thank you! :) 
  • 0 Hide
    wopr11 , September 28, 2011 4:25 PM
    I don't think that Tim looks like Steve. Tim looks like a normal person. Steve always had that psychotic look on his face, like either he was high on some sort of drug or plain delusional about something. The "Reality Perception Field" that we all know apple suffered from stemmed from him - we'll see if Tim turns out to be as psychotic as well - or if he continues to appear like a normal person and continues to innovate and bring good products to the market.
  • -1 Hide
    waxdart , September 28, 2011 6:15 PM
    Rachel Rosmarin is the Managing Editor, Tom's Guide.
    Here’s what we’d ask her, if we could, and how we think she might answer.

    Rachel if you saw words being put into your mouth on a website, how would you feel?
    Rachel Rosmarin's Likely Answer: I’d be delighted. Nothing would make me happier. It's the new direction. We are going to give likely reviews in the future. Sony could may maybe make a flat screen TV and cooking pot PC. It is possibly great.

    Rachel, I've been following Toms hardware since 1996 when it was just about the only tech site you could find. Google hadn't really got going then and AltaVista ruled. Could this site get much worse?
    Rachel Rosmarin's Likely Answer: If you don't like it then don't read it.

    Rachel, that's very grown up. You're right I don't read it, along with those 8 questions. I used to read the TH every day for years and even post comments. I now come back when every other site is done. This ridiculous article prompted me to reset my password and log in. Just to tell you how bad it is.
    Rachel Rosmarin's Andy Patrizio: I don't care. I'm living my journalistic dream.

    Andy Patrizio, you were paid to write that. How lucky do you feel?
    Andy Patrizio's fairy tail answer: I just couldn't stop laughing. At one point I had the make believe Tim Cook deciding on his best summer hat.


  • -1 Hide
    Tomsguiderachel , September 28, 2011 6:20 PM
    waxdartRachel Rosmarin is the Managing Editor, Tom's Guide.Here’s what we’d ask her, if we could, and how we think she might answer.Rachel if you saw words being put into your mouth on a website, how would you feel?Rachel Rosmarin's Likely Answer: I’d be delighted. Nothing would make me happier. It's the new direction. We are going to give likely reviews in the future. Sony could may maybe make a flat screen TV and cooking pot PC. It is possibly great.Rachel, I've been following Toms hardware since 1996 when it was just about the only tech site you could find. Google hadn't really got going then and AltaVista ruled. Could this site get much worse?Rachel Rosmarin's Likely Answer: If you don't like it then don't read it.Rachel, that's very grown up. You're right I don't read it, along with those 8 questions. I used to read the TH every day for years and even post comments. I now come back when every other site is done. This ridiculous article prompted me to reset my password and log in. Just to tell you how bad it is.Rachel Rosmarin's Andy Patrizio: I don't care. I'm living my journalistic dream.Andy Patrizio, you were paid to write that. How lucky do you feel?Andy Patrizio's fairy tail answer: I just couldn't stop laughing. At one point I had the make believe Tim Cook deciding on his best summer hat.

    I'm flattered by this. Thank you! Just a reminder: The Tom's Hardware you know and love still exists, waxdart. This is Tom's Guide--a different site.

    P.S. If you DO have any questions for me, ask them! I will answer. I'm not a hard-to-reach, high-profile tech executive.

    Rachel Rosmarin
    Managing Editor, Tom's Guide
  • 0 Hide
    Anonymous , September 29, 2011 5:36 PM
    This is just an opinion article bashing apple as much as possible. As a whole, this article is BULLSHIT.
  • 0 Hide
    Anonymous , September 29, 2011 8:36 PM
    "Will you ship a mouse with two buttons?"
  • 0 Hide
    starryman , September 30, 2011 4:25 PM
    Damn that was a great interview with Tim Cook and he wasn't even there. I think the questions were spot on and 90% of the faux answers were dead right. Great article.

    BRING FLASH BACK!!! Let's pretend that Apple is 110% right and innocent in regards to Flash. But at least make it an option that people can turn on or off. Flash plug ins and extensions can be removed. Come on now... consumers should at least have the choice to enable flash or not. Even on PC's... you don't have to have Flash. You don't have to download and install Flash.
  • -1 Hide
    Anonymous , September 30, 2011 8:46 PM
    painfully lame to read these questions and answers.. The quality of answers you have predicted and your attempt to put into words what Tim Cooks himself may be thinking is undeniably mediocre at best.

    How long did it take to put this article up? A new mba graduate would be embarrased to even come up with these answers let alone Tim Cooks.

    Seems like you have nothing better to report if you have to make stuff up on a news' site.
  • 0 Hide
    bobwya , October 1, 2011 9:01 PM
    @Andy Patrizio
    I'm impresd that you got an intaview with an Tim Cook. Woops sorry I've red the comments and relise that you wer interviewing yourself...

    @waxdart
    Dude respect for the best comment of the month! Better than the article itself...

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