Tim Cook to Apple Employees: We’re Not Going to Change

Your ipod necklace is just...magic

Ars Technica got their hands on an internal memo from Apple’s new CEO Tim Cook, who filled the role vacated by Steve Jobs on Wednesday. Mr. Cook, known as an operational genius, has already been interim CEO on several occasions during Mr. Jobs recent medical leaves of absence.


I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. Joining Apple was the best decision I’ve ever made and it’s been the privilege of a lifetime to work for Apple and Steve for over 13 years. I share Steve’s optimism for Apple’s bright future.

Steve has been an incredible leader and mentor to me, as well as to the entire executive team and our amazing employees. We are really looking forward to Steve’s ongoing guidance and inspiration as our Chairman.

I want you to be confident that Apple is not going to change. I cherish and celebrate Apple’s unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that—it is in our DNA. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do.

I love Apple and I am looking forward to diving into my new role. All of the incredible support from the Board, the executive team and many of you has been inspiring. I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.


While Apple may continue to make great products and book big profits, much of the company’s magic came directly from its leader, Steve Jobs, who was credited with a “reality distortion field” that seemed to charm even the most jaded gadget blogger.

Ars offers this geek analogy: “In the public’s eye, Cook has become the Riker to Jobs’ Picard—and people generally like Riker. There may be no way to truly replace Steve Jobs, but Apple knows that publicly supporting Tim Cook is, at the very least, good PR.”

What if Mr. Cook turned out to be Data instead? Tim Cook to Apple Employees: We’re Not Going to Change