can you even imagine can you imagine being Tim Cook in that moment the level of impossibility in front of you the responsibility that now sits on your shoulders listen there's no way around it Steve Jobs made Apple but Tim Cook made Apple the most successful company in the world here's how he did it there was the question Steve was a Visionary can Tim continue the Apple tradition of creating can he reach into the future did that concern you did you think about that were you committed to prove that apple had a future beyond the groundwork
that Steve Jobs had [Music] laid $3 trillion market cap Tim Cook's career has been long and extremely successful from pretty much day one he eventually made made his way to Apple sure but to understand Tim and the apple of today we need to do a quick look back at how Tim Cook became a force in the industry on his own and why Apple needed him after graduating college Tim had earned his stripes early in his career at IBM where at just 31 years old he became the director of North American fulfillment this was a hardfought
battle we're talking 12 years of service full of pressure dead lines shipping concerns and being a cog in the wheel of big blue but competitors took notice and soon Tim was offered an opportunity to fix even more problems at another company called intelligent Electronics they were in need of his expertise and of course Tim Rose to the challenge and succeeded quickly being promoted to coo Chief Operating Officer his success bred more success and soon he found himself entering an executive position at compact yes that compact with the easy access button on the compact pasaria we're
changing the way you get on the [Music] internet the compact prario 4800 series with Intel Pentium 2 processor this was a major break for Tim he had just reached an incredible level of success at this point he's only 37 which compared to the average age of Executives in businesses across the America is insane it was somehow just natural to the man of course his education and experience were important but this was how he operated Tim Cook had established a dominance over the industry of the time however while Tim was Blazing his own path Apple was
going through some changes to put it lightly Steve Jobs had left Apple in 1985 taking a handful of employees with him to found a new company called next that is a whole can of worms on its own that could be its own video the point is at this time in history Apple is stess now Apple moving forward without their charismatic leader pivoted back and forth between strategies for a while Apple saw a dominant position in the desktop publishing Market this was thanks to high- performing high price point products that power users were in love with
eventually though competition caught up and apple found themselves Los losing ground to IBM who was able to offer similar performance and functionality for substantially lower prices you know how it goes interestingly enough there's a chance given the time frame that some of the moves and improvements that Tim Cook made during his time at IBM is what gave IBM this Edge over Apple eventually so Food For Thought this loss of position Led Apple down the rabbit hole of Cheaper products which worked for a time but then Microsoft hit the market and windows began establishing a whole
different kind of dominance after a particularly rough patch and only weeks away from actual bankruptcy Apple purchased next yes the company made by Steve Jobs after he left Apple bringing Steve back to Apple onto the board as an adviser then to absolutely no one's surprise the literal force of nature that is Steve Jobs staged a boardroom coup that resulted in Steve returning to the office of CEO I mean this is supposed to be a serious video right but that is just come on Steve Jobs everybody Steve and the remnants of Apple started the process of
rebuilding and rebuilding would take a lot of work hm I wonder which young Stone Cold killer of a businessman they could call call as luck would have it around 1998 Apple's corporate recruiters were hunting hard and they inevitably Came Calling for Tim Cook because as you know Tim had already forged a reputation in the industry as a fixer he was the man who could get the job done move the mountains make the deadlines where others had failed Tim was needed and it just so happens in 1998 Apple needed to move mountains Steve was back back
sure but there was much to be done the mantle of CEO returned Steve cleaned house he ordered over 70% of the company's current product lineup to be cancelled and in that Purge lost over 3,000 employees it was brutal I couldn't even figure out the damn product line after a few weeks I I kept saying what is this model how does this fit and I started talking to customers and they couldn't figure it out either and so you're going to see the product line get much much simpler and you're going to see the product line get
much better this was Apple's only path to survival though they needed to completely remake themselves it would be a rough path but apple and Steve Jobs were not in a comfortable spot but Tim was in 1997 he had already risen to become the VP of corporate materials at compact which at the time was one of if not the biggest computer company in the world he earned it and he was comfortable Apple was relentless call after call Time After Time Tim Cook refused the company's recruiters they had nothing for him until on a long shot they
pleaded with him to meet Steve Jobs just once well I'm just thinking I'm going to meet him and uh uh and all the sudden he's talking about his strategy and his vision and what he was doing was going 100% into consumer when everybody else in the industry had decided you couldn't make any money in consumer so they were headed to servers and storage in the Enterprise and I thought I'd always thought that following the herd was a not a good thing was a terrible thing to do right he was doing something totally different and he
told me a little about the design enough to get me really interested and he was describing what later would be called the iMac and the way that he talked and the way the chemistry was in the the room it was just he and I and I could tell I can work with him and I looked at the problems Apple had and I thought you know I can make a contribution here and working with him and this is a privilege of a lifetime and so all of the sudden I thought I'm doing it I'm going for
it and you sort of you have this voice in your your ear that says Go West Young man go west that meeting as short as it was was all that Tim Cook needed to jump ship just 6 months into the greatest position of his career he chose apple he chose Steve did your friends tell you this was not a good idea they thought it was nuts uh they thought it was nuts as he outright defied the advice of his peers and the people who knew him best Tim ignored the rational side of his brain that
got him this far he had always been cool and calculating but now here stood Steve Jobs the Visionary who had already secured a spot in the history books could he say no could you say no could anyone say no to Steve Job in that moment so Tim joins Apple ready to take a chance and ready for the biggest test of his career at this stage apple is a company caught in a death spiral they'd gone from annual revenue of $ 11 billion in 1995 down to less than just 6 billion in 1998 as Tim Cook
joined the ranks Apple was facing the worst years of its existence the ship was headed straight for the iceberg the next few months would be pivotal Tim was brought in as senior vice president for worldwide operations and took Apple's entire supply chain and obliterated it only to be remade into his own golden standard see this is why Tim was needed because this work wasn't Charisma it wasn't magic it was intellect and cold Math logic this was Tim Cook's domain this is where he thrived Tim Cook was invaluable indispensable and the final piece of the puzzle
Apple needed Steve needed to announce the iMac the love child of Steve's Insight his courage to Pivot the entire industry into unknown Waters and Johnny IV's eye for breathtaking design Apple was Reborn the iMac a massive success in the world of personal comp shooting the trajectory was set Apple had everything it needed the players were established the Visionary the designer and now the operator trip MLS book after Steve does an incredible job of painting a picture of Tim Cook how he ran his team and himself at a company that had thrived under jobs Charisma cook
quickly proved himself to be the CEO's foil he was stoic and reserved seldom showing a motion he focused on numbers and gorged on spreadsheets he worked long hours hitting the gym before Dawn and working into the evening he rallied his team behind the Lance Armstrong quote I don't like to lose I just despise it Tim's value to the company was shown immediately he and his team were an integral force that moved inventory almost as fast as it could be manufactured forged deals and made connections securing stability and long-term Partnerships that without exaggerating it felt to
people people that he could either read the pulse of the industry really well or that man was seeing the future Tim Cook was a ruthless operator Cook's demanding stoicism created fear middle managers screened staff before allowing them to present to cook to ensure they were deeply knowledgeable about the issues involved they dreaded wasting Cook's time if he sensed that someone was insufficiently prepared he could lose patience and say next as he flipped the meeting agenda page some people exited meetings in tears after years of time and time again showing himself to be everything Apple needed
him to be Tim Cook was promoted further to lead of operations in 2005 of course not everything in the wall Garden was good and golden Steve was sick he had been since 2003 we all know this story Steve had pancreatic cancer inevitably would keep him from doing and performing his duties as CEO and eventually would take his life in 2011 a final medical leave of absence was granted to Steve by Apple's board of directors during this time Tim Cook was made responsible for most of Apple's operations while Steve continued to make major decisions this was
his final test later in the year after resigning from the position of CEO Steve Jobs voted voted to make Tim Cook the next chief executive officer of Apple he called me one weekend uh in August of 11 and he said I'd like to talk I've been thinking a lot Apple's never had a professional transition at CEO uh I'm determined that we will have one now I want you to be the CEO and just 6 weeks later we are interrupting programming this evening because an American Edison has died Steve Jobs the chairman of the board of
Apple Computer Company passed away a short time ago apple is confirming uh that Steve Jobs has passed away after a battle with pancreatic cancer he was an artist who worked in metal and glass plastic and pixels and the ideas that live inside his machines completely change our definition of Form and Function after surviving Pancreatic Cancer and a 2009 liver transplant the 56-year-old founding father of Apple computer and Pixar Studios died tonight he is mourn by his wife four children and millions around the world who could not wait to see what he would come up with
next when people count all the good that Steve Jobs left us with we always hear about the products and the Innovation but really his greatest move the best thing Steve Jobs could have ever given Apple could have ever given us is Tim Cook Steve was a lot of things he was complicated he was smart and he put so much of himself into Apple in many ways the company was an extension of himself Tim Cook though incredibly different and wildly unsuited for the role of charismatic Visionary leader was the only one who could do for Apple
what Steve wanted even if Steve was never sick never lost his life from illness there's an argument to be made that Apple didn't need Steve anymore the vision the ideals they were set Steve had seen to that over his long Saga of instilling his mindset into those around him his passion the soul of Steve Jobs is the soul of Apple making Tim Cook's CEO was not a decision made lightly it wasn't a throwaway interim decision until a better choice could be found it was the only path forward Tim was the only one in apple that
could do for the company what Steve Jobs couldn't and jobs trusted Tim Cook to be the one to carry his legacy forward because during that short little meeting oh so many years ago when Tim chose apple he did so by trusting Steve Jobs I wish I could say that Tim's first years as CEO were easy but in the eyes of the public of Apple Fans and loyal customer base Tim was unwelcome to say the least Steve Jobs was an easy figure to Rally around he made the whole thing the way he operated with employees he
was abrasive yet compelling he delivered Keynotes interviews and shared his opinions openly and with an easy charismatic smile there was no world where Steve wouldn't have had people gathering around him with or without apple he was a lightning rod and though Tim Cook was as ready as he could be to accept the responsibility ities of CEO and he truly was what was best for Apple millions of people around the world saw this as some accountant a moneyman a corporate stiff taking the mantle from a Visionary his first few times in front of the crowd for
product launches were stiff Tim was stiff this wasn't something he was used to hell it wasn't something he seemed made for people around the world were worried that Apple's era of innovation of progress was over they saw Tim and didn't see someone they felt they could rally behind the same way they had with Steve people were already starting to make up their minds Tim and the rest of Apple though were getting ready to prove the world wrong of course the ship was not without its ever important crew Johnny IV and his inspired designs beat like
a heart through every product Apple's design team was very much still around the creative spark was still there even if something else someone else was missing the company carried on as it had before the passing of Steve comforted since many of the products and developments being ushered out still had traces of his guidance in them iPhone 5 5S had handful of iPad models and even the first generation iPad Mini things were moving predictably for the most part sales were doing fine numbers were fine great even still something was missing the company had the products the
ecosystem and Tim saying the right words but the Apple Vibe was missing until in 2014 Apple was setting up to do something everyone thought was behind them something they weren't capable of doing again Apple was about to innovate good morning at an event in early September Tim Cook would take the stage like he had in previous years but this time something was different he was confident he knew what was coming he didn't just have an ace up his sleeve he had the whole damn deck the crowd could feel it too there was an electricity in
the air not felt since Steve Jobs opening the event with the message of think different Apple's slogan for the entirety of Tim Cook's tenure at the company excitement swelled in the crowd after all this Auditorium held special meaning for company the Flint Center this was where Steve Jobs unveiled not only the original Mac 30 years prior but the iMac as well birth and rebirth we have some amazing products to share with you and we think at the end of the day that you will agree that this too is a very key day for i instead
of opening the event how he had in the past Tim threw the numbers to the Wayside the sales figures didn't matter at this event and he just told the audience everything was great we have so much to cover today I'm dispensing with those other than to tell you everything's great they ate it up he finally had them in the palm of his hand and then against the odds against the criticism Apple Tim Cook Johnny IV and the rest at the company innovated I don't think you guys realize just how big this event was this was
the event where Tim Cook announced the iPhone 6 and 6 plus this was the event that showed us that Apple wasn't done yet and though Steve got them this far this iPhone would have never existed under his Reign just talking about the normal iPhone 6 it was almost an entire inch larger than the previous iPhone 5s at 4.7 in straight away demolishing one of The Commandments set by Steve Jobs that the iPhone bized so anyone could reach the corner with their thumb that you could use it all one-handed Steve famously mocked other smartphone manufacturers like
Samsung for their giant devices saying quote no one is going to buy a big phone yet here we are Apple just announced the biggest iPhone ever and an even bigger iPhone in the same breath the iPhone 6 was the biggest iPhone ever the iPhone 6 Plus even bigger than that and together they would become the best selling smartphone of all time the iPhone 6 became number one because Apple was no longer in the business of making the perfect product for Apple Fans no apple was now in the business of making the perfect product for everyone
Tim Cook had been hard at work establishing relationships with China and many other countries gathering information from wouldbe customers from outside the United States something Steve Jobs had little interest in Tim wanted to to know what everyone wanted he didn't want to mold the wants and desires of the people to his own this was business and it was Innovation oh and uh you should know this event where they just announced the iPhone 6 wasn't even half over Apple pay was also announced and shown off this would be the start of Apple's dominance in the service
industry and Apple pay changed the way we pay for things forever that's it maybe would you like to see it one more time just in case Tim took the stage once more at that event though because he had the responsibility to do something he had never done before he got to show us one more thing the Apple watch we have one more thing [Music] what follows is a lot of things Apple just announced the first completely new product since the passing of Steve Jobs it's the birth of yet another industry dominance that even Apple didn't
and couldn't anticipate and it was relief and comfort that Apple wasn't done yet Tim Cook returns to the stage the first Apple watch on his wrist and is triumphant he locks eyes with Johnny Ives sitting in the front row of the audience and shows his appreciation the Apple watch Being years upon years of work from everyone and in case you don't know or don't realize the significance of the Apple watch announcement the Apple watch would go on to become the best selling watch of all time not just Smartwatch of all watches ever to this day
Apple watch is still the main driver in iPhone sales not the other way around this event at this vent men was everything birth rebirth and now reinvention Apple suddenly was heading into a completely new and very exciting Direction with Tim Cook proudly at the helm the influence and Legacy of Steve Jobs becoming more of a guiding philosophy than direct involvement we were about to see what an apple under Tim Cook would finally look like [Music] the future of wireless audio Apple's saying it is Reinventing the wireless headphon no what the heck is that that's a
bad apple that is insanely pricey it is for earpods with the wires chopped off iPhone 10r will allow us to deliver the future of the smartphone to even more people the iPhone 10r is a sick freaking joke you have confusion in the consumer Marketplace or at least a lack of understanding now to a major Milestone Apple becoming the first publicly traded company in the world to hit a trillion dollars in net worth um a 13-digit value Mark can can they keep this up the future of wireless audio the future of the smartphone to even more
people can they keep this up and now it's time for a huge leap forward for the M had a future beyond the groundwork that Steve Jobs had Le put it this way apple is now as valuable as the four biggest US Banks combined trilon company to reach the two tr2 trillion 3 trilon trillion haven't seen it before uh no it's uh even looking on your screen it's sort of a shocking thing to see it's $3 trillion next to one company we do have one more one more thing this is a day that's been years in
the making I'm excited to announce an entirely new AR platform with a revolutionary new product Apple came across as confused wildly disconnected and disassociated from their users introducing Apple Vision [Music] Pro Tim Cook's time his tenure as CEO of Apple is coming to an end sooner probably than you'd think I want to talk about that he has been at Apple for a staggering 25 years longer than some of you watching have even been alive there is a chance that some of you watching have never even experienced an apple with Steve Jobs Apple under Tim Cooks
leadership has done the impossible words are failing to describe the level of success here believe me this is us trying it's just dominance again Apple watch is the bestselling watch in the world airpods are Untouchable in their space Apple's Services Revenue alone makes more money than half of the countries on the planet the iPhone XR was so successful that if you think about it they just dropped The 10r Branding and that line became the default iPhone SE separating it from the Pro Models apple as a company has been transformed and without taking another 30 minutes
to analyze business decisions and numbers and all that stuff it's just mindblowing and now whether you realize it or not we are entering the last stage of this journey of Tim Cook's Journey at Apple the last stage of his story Apple's final large-scale project under Tim Cook Vision Pro has been announced and will be in our hands soon this will be the last defining chapter of Tim Cook's Legacy and what I feel is uncertainty uncertainty and maybe trepidation fear and why what we've seen from Tim Cook and what I hope we've been able to show
you through this documentary is an entire career of winning before coming to Apple and after taking over as CEO Tim Cook and the company itself has outpaced everyone and the products coming out from every line in Apple iPhone Apple watch iPad Mac airpods all of them have been hits Larger than Life but what is this feeling this uncertainty for the future the worry for Vision Pro I mean you just saw a clip of me doubting Vision Pro the same way everyone doubted every Apple product before it at the end of the day what do I
know I'm just I'm just some dude I think what I'm feeling is the knowledge that Tim Cook will soon in the next handful of years be passing the mantle of Apple's CEO to someone else someone he trusts to continue the legacy of Apple the legacy of Steve Jobs and now the legacy of Tim Cook I think we're all realizing how much confidence we actually have in Tim Cook how much we do trust him with the company that we love and how scary it is to know that again we're going to need to trust his final
decision like Steves before him so let's watch how this story ends together how Vision Pro Stacks up when it comes out who will be the next CEO of Apple how the chapter of Tim Cook closes either way someone is going to have to be the person to replace Tim Cook and to whoever that is good luck [Music]
