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Defying expectations, Apple is enjoying unprecedented levels of success under Tim Cook's leadership, and looks to have a bright future. Despite fears that there would be a mass exodus of talent after Jobs's death and that the company would be gutted as key players left for rivals, Cook has largely held together the management team he inherited from Jobs, supplementing it with clever, high-profile hires of his own. Not only has he steered Apple through a time of uncertainty following Jobs's death, and grown it beyond belief, but he's also led a cultural revolution within the company. Under Cook, Apple isn't as cutthroat and abrasive as it was before—without undoing the company's core products or increasing profits. While Jobs often set teams against each other—and even individual executives—Cook has favored a more harmonious approach, letting go of a few executives who created conflict and drama while increasing cross-collaboration between previously heavily siloed teams.

Cook believes strongly that companies should have a good strategy coupled with good values. In late 2017, his six core values for running Apple were quietly published in an obscure financial statement, and subsequently were given their own subsections on Apple's website.

Though they haven't been publicly identified by Cook or the company in any formal capacity, looking at Cook's leadership style over the last eight years, these six values shed light on him as a leader and provide the foundation for everything he has done at Apple:

* Accessibility: Apple believes accessibility is a fundamental human right and technology should be accessible to everyone.

* Education: Apple believes education is a fundamental human right and a quality education should be available to all.

* Environment: Apple drives environmental responsibility in product design and manufacturing.

* Inclusion and diversity: Apple believes diverse teams make innovation possible.

* Privacy and security: Apple believes privacy is a fundamental human right. Every Apple product is designed from the ground up to protect your privacy and security.

* Supplier responsibility: Apple educates and empowers the people in its supply chain, and helps preserve the environment's most precious resources.

As I wrote this book, it became clear how these core values are the bedrock of Cook's leadership at Apple. You'll read how he first unearthed and then embedded them in the company, from the first day he joined Apple to the present day. We'll explore how he developed these values throughout his life and how they came to underpin the heart and soul of the culture at Apple, by investigating the circumstances with which Cook inherited the top job and just how high the stakes were, and then journeying back to his childhood, early career, and his time at Apple.

As the company settles into its recently completed headquarters, a futuristic spaceship that's among the biggest HQs in Silicon Valley, Apple is poised for its third great act, when it brings computing to previously unconquered industries—medicine, health, fitness, automotive, and the smart home, among others. Cook's tenure at Apple is already the stuff of business legend, and it's high time his contributions to Apple, and the world, are aptly celebrated. After all, he has led Apple to become the world's first trillion-dollar company.

What follows is the story of Tim Cook, the quiet genius leading Apple to heady heights.


On Sunday, August 11, 2011, Tim Cook got a call that would change his life. When he picked up the phone, Steve Jobs was on the other end, asking him to come to his home in Palo Alto. At the time, Jobs was convalescing from treatment for pancreatic cancer and a recent liver transplant. He had been diagnosed with cancer in 2003, and after initially resisting treatment, he had undergone several increasingly invasive procedures to fight the disease ravaging his body. Cook, surprised by the call, asked when he should come over, and when Jobs replied, "Now," Cook knew it was important. He set off immediately to Jobs's home.

When he arrived, Jobs told Cook that he wanted him to take over as CEO of Apple. The plan was for Jobs to step down as CEO, go into semiretirement, and become the chairman of Apple's board. Even though Jobs was very sick, both men believed—or at least pretended—that he would be around for a while yet. Though he had been diagnosed several years before, he had lived for many years with the disease, refusing to slow down or step back from Apple. In fact, only a few months earlier, in the spring of 2011, he had told his biographer Walter Isaacson, "There'll be more; I'll get to the next lily pad; I'll outrun the cancer." Always determined, Jobs refused to back down or admit that his illness was 

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