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Tim Cook: The Genius Who Took Apple to the Next Level Hardcover – April 16, 2019

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Journalist Leander Kahney reveals how CEO Tim Cook has led Apple to astronomical success after the death of Steve Jobs in 2011.

The death of Steve Jobs left a gaping void at one of the most innovative companies of all time. Jobs wasn't merely Apple's iconic founder and CEO; he was the living embodiment of a global megabrand. It was hard to imagine that anyone could fill his shoes--especially not Tim Cook, the intensely private executive who many thought of as Apple's "operations drone."

But seven years later, as journalist Leander Kahney reveals in this definitive book, things at Apple couldn't be better. Its stock has nearly tripled, making it the world's first trillion dollar company. Under Cook's principled leadership, Apple is pushing hard into renewable energy, labor and environmentally-friendly supply chains, user privacy, and highly-recyclable products. From the massive growth of the iPhone to lesser-known victories like the Apple Watch, Cook is leading Apple to a new era of success.

Drawing on access with several Apple insiders, Kahney tells the inspiring story of how one man attempted to replace someone irreplaceable, and--through strong, humane leadership, supply chain savvy, and a commitment to his values--succeeded more than anyone had thought possible.

Print length

320 pages
Language

English
Publisher

Portfolio
Publication date

April 16, 2019
Dimensions

6.27 x 1.12 x 9.29 inches
ISBN-10

0525537600
ISBN-13

978-0525537601
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Editorial Reviews

Review

Praise for Tim Cook:

"A rich narrative." —The Wall Street Journal

“An illuminating portrait.” —Kirkus Reviews

Praise for Leander Kahney's previous books:

Inside Steve’s Brain
A USA Today Best Business Book of 2008

“A rich, essential read for [fans] to get inside Jobs’s head and discover what makes Apple insanely great.” –USA Today

“Enjoyable, well-written, very informative, and, most important, up to date… a unique approach, about [Jobs], from someone as steeped in Apple’s culture and history as Kahney.” –CNet

“A detailed, concept-oriented blow-by-blow look at Apple’s CEO and what makes him tick.” –Macworld

Jony Ive
A New York Times bestseller

“An adulating biography of Apple’s left-brained wunderkind, whose work continues to revolutionize modern technology.” —Kirkus Reviews

“Kahney takes us inside the creation of these memorable objects.” –The Wall Street Journal

About the Author

Leander Kahney, the bestselling author of Inside Steve's Brain, Jony Ive and Cult of Mac, has covered Apple for more than a dozen years. He is the former news editor of Wired.com, and now the editor of CultofMac.com.

Excerpt. © Reprinted by permission. All rights reserved.

Chapter 1: The Death of Steve Jobs

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 serious. And at that time, he truly believed he would survive it.

For both men, Jobs's new appointment as chairman wasn't an honorary title or something to keep the shareholders happy; it was a real, honest-to-goodness job that would allow him to oversee and steer Apple's future direction. As David Pogue, technology writer for the New York Times and Yahoo, wrote, "You can bet that as chairman, Mr. Jobs will still be the godfather. He'll still be pulling plenty of strings, feeding his vision to his carefully built team, and weighing in on the company's compass headings." Jobs had already left Apple once-and now that he'd made it into one of the most innovative companies in the world, he wasn't about to do so again.

As Jobs and Cook discussed CEO succession on that momentous day in August, Cook brought up Steve's "godfather" role. The pair chatted about how they'd work together in their new positions, not realizing quite how close to death Steve actually was. "I thought . . . he was going to live a lot longer," said Cook, reflecting back on the conversation. "We got into a whole level of discussion about what would it mean for me to be CEO with him as chairman," he recalled. When Jobs said, "You make all the decisions," Cook suspected something was wrong. Jobs would never have handed over the reins willingly. So Cook "tried to pick something that would incite him," asking questions like, "You mean that if I review an ad, and I like it, it should just run without your okay?" Jobs laughed and said, "Well, I hope you'd at least ask me!" Cook "asked him two or three times, 'Are you sure you want me to do this?' " He was prepared for Jobs to step back in if need be, because he "saw him getting better at that point in time."

Jobs's reply to the question about the ad was revealing. He was famously meddlesome in nature, one of the main reasons why Cook assumed he would continue to oversee Apple, even if Cook was now officially in charge of running the day-to-day-though he had largely been doing this for several years already in his role as COO, while Jobs was still CEO. And despite stepping away from all formal responsibility, Jobs did remain very much a part of the company. Cook kept him involved, going "over [to his house] often during the week, and sometimes on the weekends. Every time I saw him he seemed to be getting better. He felt that way as well." Both Jobs and Apple's PR team continued to deny that he was in ill health-no one would admit that he was close to death. But, "unfortunately, it didn't work out that way," Cook said, and Jobs's death stunned the world only a few months later.

Cook the Cipher

When it came to picking a successor to Jobs, there were rumors that the Apple board was likely to choose someone from outside the company, but this was never actually the case. The board was Jobs's board, sometimes controversially so, and they were always going to accept whomever Jobs picked for the role. Jobs wanted an insider who "got" Apple's culture, and he believed there was no one who fit the bill more perfectly than Cook, the man he had trusted to run Apple in his absence on two previous occasions.

Cook, who had been running Apple behind the scenes for so many years, was Jobs's natural successor, but to many onlookers his ascendance to the CEO position was surprising. No one outside Apple or even inside the company would have considered him a visionary, the type of leader whom Jobs had epitomized and everyone assumed Apple needed. It was widely accepted that after Jobs, the next most visionary person at Apple was not Cook but instead chief designer Jony Ive.

After all, no one else had Ive's operational power or experience-he had worked hand in glove with Jobs since the days of the first-generation iMac. Together, the pair had spent a decade and more refashioning Apple into a design-led organization. Ive had a cult status of his own, having been the face of many Apple products in promotional videos. For his design on the iMac, iPod, iPhone, and iPad, Ive had won many high-profile awards, and as a consequence he was well known to the public. In contrast, Cook was a much more shadowy figure. He'd never appeared in any product videos and had presented at Apple's product launches on only a few occasions when Jobs was ill. He had given almost no interviews over his career and had been the subject of only a smattering of magazine articles (none of which he participated in). He was largely unknown.

But although some people thought Ive was in a strong position to succeed Jobs, having been so pivotal to Apple's vision and products, he had no interest in running a business. He wanted to continue designing-at Apple he had every designer's dream job: limitless resources and creative freedom. He wasn't going to sacrifice such a rare and liberating position for the management headaches that inevitably come with running an entire company.

Another possible candidate rumored by outside media pundits was Scott Forstall, an ambitious executive who was then in the role of senior vice president of iOS software. Forstall had climbed the leadership ladder at Apple with high-profile projects like Mac OS X, the software that ran the Macintosh. But his star had really risen with the smashing success of the iPhone, since he'd overseen the development of its software. Forstall had a reputation as a hard-charging and demanding executive and styled himself after Jobs, even driving the same silver Mercedes-Benz SL55 AMG. Bloomberg once referred to Forstall as a "mini-Steve," so for some it was a logical assumption that he was a shoo-in for the next CEO. Apple, ever secretive, made no comment on possible successors.

For most, it was baffling that Apple would replace a visionary leader with someone who was so different in character from Jobs, almost his polar opposite. It's easy now to look at Cook's ascent to the head of the world's biggest tech company as the markings of a new era for Apple, but in 2011 it felt more like an ending than a new chapter.

"Nobody would make Tim Cook CEO," a Silicon Valley investor had told Fortune's Adam Lashinsky a few years earlier in 2008. "That's laughable. They don't need a guy who merely [gets stuff done]. They need a brilliant product guy, and Tim is not that guy. He is an ops guy-at a company where ops is outsourced." This was a harsh analysis, but there was a certain truth to it; to most people, Cook was a blank slate, notable more for what he wasn't than what he was.

But ultimately, this unexpected choice was the best for the company. Cook already had the crucial experience of running Apple and had done so effectively. He had stepped in when Jobs took two leaves of absence, in 2009 and 2011, after his initial pancreatic cancer diagnosis in 2003. While Jobs was away, Cook ran Apple as chief executive, overseeing the company's day-to-day operations. He was so unlike Steve Jobs, but he had run the company successfully twice, so the board clearly felt that he would maintain Apple's long-lasting stability.

They had indicated their faith in Cook before. In 2010, as COO, he had received a hefty $58 million in salary, bonus, and other stock awards. Now, as he transitioned into the CEO role, the Apple board voted to award him with one million restricted stock options. To ensure he'd stay on as CEO for a while, half of them were scheduled to vest in August 2016, five years later. The other half were scheduled to vest after ten years, in August 2021. Apple's board was confident that Tim Cook was the CEO Apple needed.

Product details

Publisher ‏ : ‎ Portfolio (April 16, 2019)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 320 pages
ISBN-10 ‏ : ‎ 0525537600
ISBN-13 ‏ : ‎ 978-0525537601
Item Weight ‏ : ‎ 1.11 pounds
Dimensions ‏ : ‎ 6.27 x 1.12 x 9.29 inches

Best Sellers Rank: #440,001 in Books (See Top 100 in Books)
- #299 in Computers & Technology Industry
- #696 in Company Business Profiles (Books)
- #848 in Scientist Biographies

Customer Reviews:
4.2 756 ratings

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Leander Kahney

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Leander Kahney is the editor and publisher of Cult of Mac.com, and bestselling author of five books about technology culture: Tim Cook: The Genius who Took Apple to the Next Level; Jony Ive: The Genius Behind Apple's Greatest Products, a New York Times bestseller; Inside Steve’s Brain, another New York Times bestseller about Steve Jobs; Cult of Mac; and Cult of iPod.

Leander has been covering computers and technology for almost 30 years. He was previously news editor at Wired.com and a senior reporter at Wired and MacWeek. He has written for many publications, including Wired, Scientific American, and The Guardian in London. Follow Leander on Twitter @lkahney

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Jirair D.

Great read

Reviewed in the United States on September 24, 2023

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"Tim Cook: The Genius Who Took Apple to the Next Level" is a captivating and insightful biography that delves into the life and achievements of one of the most significant figures in the tech industry. Written by Leander Kahney, this book provides a detailed account of Tim Cook's journey and his transformative leadership at Apple.

One of the standout features of this book is the author's ability to provide a balanced portrayal of Tim Cook. Kahney portrays Cook as a meticulous and detail-oriented executive who played a crucial role in Apple's success. The book highlights Cook's background, his rise within Apple, and his unique management style, which added a new dimension to Apple's innovation-driven culture.

Kahney's writing style is engaging and informative, making it easy for readers to follow along with the narrative. He seamlessly weaves together anecdotes and interviews from Cook's colleagues, friends, and industry insiders, painting a vivid picture of Cook's personality and the impact he has had on Apple's operations and growth.

The book also provides valuable insights into Cook's vision for Apple's future. It addresses Cook's approach to sustainability, his focus on privacy and security, his commitment to diversity and inclusion, and his efforts to streamline Apple's supply chain. These aspects demonstrate Cook's dedication to both the company's success and its impact on the world.

Furthermore, the book explores how Cook tackled some of the biggest challenges Apple faced during his tenure, including navigating the ever-changing landscape of technology and adapting to the post-Steve Jobs era. It showcases Cook's resilience and ability to guide the company through turbulent times, while still pushing boundaries and maintaining Apple's reputation for innovation.

While the book primarily focuses on Cook's professional life, it also provides glimpses into his personal side, offering readers a more comprehensive understanding of the man behind the CEO title. From his early days at Apple to his philanthropic initiatives, "Tim Cook: The Genius Who Took Apple to the Next Level" presents a well-rounded depiction of Cook's life and accomplishments.

In conclusion, "Tim Cook: The Genius Who Took Apple to the Next Level" is a must-read for anyone interested in Apple, technology, or leadership. Leander Kahney's meticulous research and engaging storytelling make this biography a compelling exploration of Tim Cook's impact on Apple's success and his contributions to the tech industry as a whole.

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K.Tan

An insightful and interesting read!

Reviewed in the United States on August 31, 2021

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Having just completed the autobiography on Steve Jobs. Learning more on Tim Cook has provided a different (not opposing) perspectives on what Tim Cook is.

This book perhaps touches on matters many may consider mundane as compared to new technology innovations. On the contrary, these matters such as the importance of closed loop supply chain to improve the environments, understanding that the company is not just about bottomline but willingness to acknowledge and appreciate the people from all hierarchies whom contributed to the final product in consumer’s hand, being humble as just another human by being inclusive, embracing and introducing diversity within the work environment etc.

I would recommend to reader who are not just into technology but also as a human being who believes that companies have a much greater responsibilities to play in the world apart from just ROI and satisfying shareholders.

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Charles W. Houseworth

A Much Needed Examination of the Man Who Leads Apple Inc.

Reviewed in the United States on April 19, 2019

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I had eagerly anticipated this book. Tim Cook has been the CEO of one of the world’s most valuable companies for almost nine years. Yet, ironically, this is the first detailed attempt in book form to closely examine the man’s background leading up to his assuming control after Steve Jobs’ death in 2011 and the influence that he has had in re-shaping the culture of Apple Inc. while bringing the company’s market capitalization to a staggering trillion dollars.

Kahney opens with a quick introduction entitled “Killing It” which summarizes the industry dominance that Apple currently enjoys and makes it clear that Cook gets a lion’s share of the credit. He goes on to introduce the six core values that Cook has ingrained in the company’s strategy: accessibility; education; environment; inclusion and diversity; privacy and security; and supplier responsibility. These lay the groundwork for very detailed discussion in the second half of the book of Cook’s passion for coupling good strategy with good values and his success in achieving it.

The first chapter describes in some detail the interesting specifics of the leadership handover from Steve Jobs to Tim Cook that culminated in 2011. Kahney goes on to describe the reservations that many pundits had regarding his ability to sustain Apple’s momentum. In retrospect, those many who predicted imminent failure are now a little hard to be found.

The next few chapters highlight Cook’s early life and education near Mobile, Alabama, his matriculation at Auburn culminating in a BS in Industrial Engineering, and his pre-Apple stints at IBM, Intelligent Electronics, and Compaq. Cook spent the first twelve years of his career at IBM. I had the good fortune to work closely with Tim during much of that time, which was characterized by high volume manufacturing at IBM’s Research Triangle Park, NC facility and most notably the bringing of the IBM Personal Computer Company and the manufacture of its exciting array of products to the site. Those were heady times for all of us lucky enough to be involved. Cook was every bit the leader that Kahney describes in the book. Nobody outworked Tim Cook. His work was his life, and apparently still is. It was also telling that two of his current right hand men at Apple, Jeff Williams (Apple’s current COO) and Bill Frederick, were part of our IBM team.

Kahney proceeds to spend the remaining three quarters of the book describing Cook’s hiring out of Compaq by Steve Jobs, his increasingly significant roles in managing operations at Apple, his appointment as COO, his serving as interim CEO during two of Jobs’ illnesses and convalescences, his 2011 elevation to CEO, and his subsequent seven years in leading Apple to the pinnacle of Silicon Valley and the tech industry.

Kahney does a good job describing the facts surrounding the numerous hardware and software launches for iPhone, iPad, iMac, MacBook, Mac Pro, Apple Watch, OSX, iOS, Apple Music, etc during those years as well as the role that Cook had in ensuring their success. He also goes into interesting detail regarding the planning and realization of the new Apple Park headquarters.

Kahney fairly criticizes Cook and his team for the premature launch of Apple Maps and particularly the ephemeral, on-again / off-again status of Project Titan, for the much rumored self-driving Apple Car. But I believe that he did not go far enough. Apple is now at a significant crossroads. Continued growth is only going to be ensured by entrances into entire new product offerings, particularly in the service sector. I believe that Kahney missed a key set of discussion points regarding Cook’s potential for keeping Apple on its current growth track. The last decade has been great, and it has been led primarily by hardware, much of it originally conceived in the Jobs era. Okay, now what?

Kahney does a particularly good job in describing the facts surrounding the government’s demand for Apple to assist with the decryption of the San Bernardino assailant’s iPhone and Cook’s refusal to budge on Apple’s commitment to privacy. In the end, Cook and Apple were vindicated by the press and court of public opinion.

He spends roughly a quarter of the book going into quite a bit of detail regarding Cook’s commitment to the environment and diversity. In having known and worked with Tim, I do not doubt his commitment to these values and his leadership in ingraining them in Apple’s culture, but I still felt that I was reading a series of Apple press releases as I waded through this significant portion of the book.

In summary, the book is a very worthwhile read and you should come away with a great deal of respect for Tim Cook and what he has achieved. Kahney tends to cheerleading throughout much of the book in making his case, but I do not quarrel with his conclusions. I only wonder now what is next for Cook. As he is only fifty-nine years old, would there not be some potential for him to enter politics? Time will tell. But I know this. He has much to offer as a visionary and leader. As I am a longtime conservative Republican, I am not at all reluctant to say that I would certainly give him a shot.

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Pali

Valuable Book

Reviewed in India on March 2, 2023

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If you read one page of this book. You will not end untill you read this book till end.

Davide

Genio

Reviewed in Italy on November 5, 2022

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Autobiografia ben dettagliata sulla vista di Tim. Consigliato.

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JC

Useless

Reviewed in France on February 20, 2022

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Boring recap of press releases.
No insight, no original research, nothing on the man, everything was already known in this book.

Balthasar Chromwell

Insights into the most important but most quiet CEO

Reviewed in Germany on August 7, 2021

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As a tech geek and apple fan I absolutely loved the book, because even though Cook is very important and a great CEO he is a very quiet, modest and privacy focused person so it is hard to find information about him. The author collected all the important hallmarks of Cook’s career for us, so we can learn about them in a comprehensive manner and discover what makes Cook, Cook. In 2021 it’s still a great read that I would recommend to every business and tech interested person.

Lucas A.

Muito bom

Reviewed in Brazil on May 24, 2019

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Uma delicia de se ler. Organizado, claro, direto e imersivo.

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