What's Changed At Apple Since Tim Cook Took Over

tim cook explains 1

Photo: Apple

Tim Cook has made only minor changes since he took over as permanent Apple CEO in August, reports the Wall Street Journal.That’s a relief — Apple has had an incredible run of success over the last decade. The last thing a new leader needs to do is make changes just to leave his mark.

But he has some different opinions than Steve Jobs on some operational matters, and he has paid more attention to the company’s corporate structure. For instance:

  • He’s considering using some of Apple’s more than $80 billion in cash to pay a dividend or buy back stock, two things that Jobs did not consider wise.
  • He put a program in place to match employee contributions to non-profits. Jobs was apparently opposed to giving Apple money to charities.
  • He sends more emails and addresses Apple as “Team.”
  • He broke up Apple’s education division into sales and marketing arms and put the sales group under marketing chief Phil Schiller.
  • He promoted Eddy Cue to senior vice president of cloud services, giving him control over iAds, as previously reported.

Apart from that, the main changes have been in tone — Cook is not a product visionary, as Jobs fretted to his biographer Walter Isaacson, and instead is focused on the bottom line.

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at research.businessinsider.com.au.