How Tim Cook is Changing Apple

COV.W.06.11.12.FINAL.indd

FORTUNE has published a profile of Apple’s Tim Cook that examines how the new CEO is changing Apple.

The report says that Apple is becoming a far more traditional company with more process, more structure, and more MBAs. Cook is described as being more “casual, grounded, and easy to talk to” than Steve Jobs. He’s also more attentive to investors, openly discussing topics that Jobs wouldn’t bother with.

“It looks like it has become a more conservative execution engine rather than a pushing-the-envelope engineering engine,” says Max Paley, a former engineering vice president who worked at Apple for 14 years until late 2011. “I’ve been told that any meeting of significance is now always populated by project management and global-supply management,” he says. “When I was there, engineering decided what we wanted, and it was the job of product management and supply management to go get it. It shows a shift in priority.”

Indeed, allowing anyone to interfere with the creative-genius engineers is anathema to the Steve Jobs ethos at Apple. Sniffs one engineer: “This leads to more sharing of resources, which leads inevitably to fighting, which leads to weaselly excuses.” They are normal corporate concerns, in other words, and very un-Apple-like.

Blogger, Startup-lover, even bigger lover of Apple, and an even bigger lover of sneakers. His house is full of Macs and sneakers. No joke!

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