OPINION: Steve brought that sort of ferocious, uncompromising mania for excellence to Apple products; Tim brought it to the entire company.
At 89 years old, Warren Buffett finally traded in his flip phone for an Apple iPhone. And while it’s great that staffers in Berkshire Hathaway’s offices will no longer think they’re trapped in an episode of “Breaking Bad” when they encounter the Oracle of Omaha, this announcement matters for a more important reason.
I saw Apple Computer, the listless beige box maker that was nearly gobbled up by Microsoft. I saw Apple, Inc., the reincarnation that came after Steve returned from exile, cut our product line from dozens down to four, and put the music back in the company. And I was there for Apple, the iconic luxury brand colossus that bestrides the world.
The first time I encountered Tim Cook after he came to Apple from IBM, he told a group of us salespeople, “You guys aren’t pulling your weight.” That rocked us back on our heels, because Steve never talked like that. Steve was Buddhism and alternative medicine and magic and seduction, and while he could be a brutally demanding taskmaster, under him Apple was like a jam band. Steve cared about joy and wonder and beauty. Tim cared about getting the trains running on time.
I know Steve is legendary. He deserves to be. But when people find out about my time in Cupertino, the most common question I hear is, “So when is Tim going to find his inner Steve?” Answer: He’s not. We should all be grateful for that.
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