Apple CEO Tim Cook is known for being an excellent communicator, and it showed in full force this week as he navigated Elon Musk’s spate of allegations against Apple. A new Financial Times report this weekend offers a deeper look at how former Apple executives view Cook’s skills, with the caveat that there’s a problem he hasn’t solved yet…
The past week has been a whirlwind one when it comes to Elon Musk’s relationship with Apple. The new Twitter owner started the week with a series of rapid-fire tweets, in which he accused Apple and Tim Cook of halting their ad spend on Twitter and suggested they “hate freedom of expression.”
It was something of a public relations nightmare for Apple, as Musk encouraged his army of followers to start a “revolution against online censorship in America” and urged Apple to “publicize any censorship measures it has taken that affect its customers.” .
Musk also said Apple “threatened to withhold Twitter from its App Store,” but declined to explain why. Instead of making a public commitment, Tim Cook privately invited Musk to a meeting at Apple Park. Musk then took to Twitter to thank Cook for meeting and touring Apple Park, adding that it was all a “misunderstanding.”
The Financial Times spoke to a “former Apple veteran of more than 10 years” about Cook’s ability to placate someone like Musk:
“I’m sure Tim charmed him,” the person said. “He wanted to hear [Musk] out. And I’m sure Tim has given his perspective. That’s what Tim does: He rolls up his sleeves and fixes problems. He doesn’t go into big public disputes, whether it’s a PR fight or something more contentious. That’s not his MO. He’s not like Elon.”
Apple co-founder Steve Wozniak added that Cook’s “best skill is just understanding that you have to take care of everyone” and “being multidisciplinary and not having a favorite.”
John Sculley, who stepped down as Apple’s CEO before Steve Jobs returned to the company, continued:
“The first trillion dollars came from Jobs and Ive, the next trillion came from what Tim Cook did. He does it in a quiet way and doesn’t stand out, but he does a remarkable job. When you hold an iPhone in your hands, the names Steve Jobs and Jony Ive spring to mind, but the contributions made by Tim Cook are just as relevant.”
The China problem
But after all that, the Financial Times mentions the biggest crisis Tim Cook has yet to solve — or even publicly comment on. Apple is heavily dependent on China for manufacturing, and as we’ve reported over the past few weeks, its primary “iPhone City” has been rocked by Covid shutdowns and protests.
Apple also made the controversial decision to limit AirDrop’s functionality in China after protesters used the feature to distribute anti-Chinese government materials.
According to a Wall Street Journal report, Apple is ramping up efforts to diversify its supply chain outside of China. However, China will continue to be an incredibly important market segment for Apple in terms of iPhone sales.
During a visit to Washington DC this week to meet with lawmakers and attend the White House state dinner for French President Emmanuel Macron, Cook was asked by a reporter “if he supports Chinese citizens’ right to protest.” He didn’t answer.
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