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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Apple’s Tim Cook and the magic spin machine

Consumed => “Mapping a Path Out of Steve Jobs’s Shadow” by Brad Stone, Adam Satariano, and Peter Burrows on Businessweek.

http://www.businessweek.com/articles/2012-10-03/mapping-a-path-out-of-steve-jobs-shadow

=> My value add (i.e., left a comment)…

With all due respect to Mr. Tim Cook, I’m compelled to ask the following:

1) How many shares of Apple stock does Avadis Tevanian hold? Perhaps his opinions might be influenced by the fact that his opinions have influence? (Read: Please work smarter at getting a better source next time.)

2) It’s hard to image an article of this nature not giving any credit at all to the determination and wherewithal of the thousands of Apple employees. It’s all Cook? Really? As a believer in team and culture I find this article misleading, if not insulting.

3) Certainly, Cook played a role in the Riccio promotion, yes? Yet that got botched, then patched up with shareholder money and Cook gets kudos for that?

4) Finally, (pulling back on the all due respect a bit), Apple was poised at the top of a hill (read: the release of iPhone 5) and *perhaps* Cook made Apple a bit faster revving down that hill. Certainly we’re not handing out gold stars for doing the obvious and expected?

Come on now Businessweek, fluffy journalism like this belongs in an Apple press release or in People magazine. I can’t speak for all readers but I believe most probably expect much better from the BW brand

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