Apple - The House that Tim Cook Built (Full Documentary)

You imagine? Can you imagine being Tim Cook at that moment? The level of impossibility in front of you. The responsibility that now falls on your shoulders. Listen, there's no way around it. Steve Jobs created Apple, but Tim Cook turned Apple into the most successful company in the world. world this is how we did it there was the question Steve was a visionary can Tim continue the tradition of creating Apple? Can he reach the future? that concern? Did you think about that? Were you committed to proving that Apple had a future beyond the groundwork? that Steve Jobs had established a market capitalization of $3 trillion.

Tim Cook's career has been long and extremely successful since almost day one. He eventually made it to Apple, but to understand Tim and today's Apple we need to take a quick look at how Tim Cook single-handedly became a force in the industry and why Apple needed him after he graduated from college. Tim had earned his stripes early in his career at IBM, where at just 31 he became chief compliance officer in North America. We fought a battle, we're talking 12 years of service filled with pressure, deadlines, shipping concerns and being a cog in the big blue's wheel, but competitors took notice and soon Tim was offered the opportunity to fix even more problems at another company called Intelligent Electronics.

We needed his experience and of course Tim rose to the challenge and was quickly promoted to COO. His success begat more success and he soon found himself entering an executive position in compact, yes, that compact with the easy access button on the screen. compact would pass we are changing the way we access the internet the compact prario 4800 series with Intel Pentium 2 processor this was a breakthrough for Tim he had just achieved an incredible level of success at this time he is only 37 years old, compared to the average age of executives in companies all over America is crazy, in some ways it was natural for the man, of course his education and experience were important, but that was how he operated.

Tim Cook had established a dominance over the industry of the time, however, while Tim was blazing down 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 then which is a whole can of worms on its own that could be its own video the point It's at this point in history that Apple is in trouble. Now Apple is moving forward without its charismatic leader. He oscillated between strategies for a while. Apple saw a dominant position in the desktop publishing market.

This was due to the high-priced, high-performance Point products that power users were looking for. Eventually, I fell in love, although the competition caught up and Apple found itself losing ground to IBM, which was able to offer similar performance and functionality at substantially lower prices. You know how it goes. Interestingly, there is a possibility, given the time frame, that some of the moves and improvements. What Tim Cook did during his time at IBM is what ultimately gave IBM this advantage over Apple, so it's food for thought this loss of position led Apple down the rabbit hole of cheaper products that worked for a while, but then Microsoft came to the market and Windows began to establish itself. a completely different kind of dominance after a rough patch and just weeks away from actual bankruptcy, Apple then bought, yes, the company created by Steve Jobs after he left Apple, bringing Steve back to Apple to the board of directors as an advisor and, to no one's surprise, literal force of nature, i.e.

Steve Jobs staged a boardroom coup that resulted in Steve returning to the CEO office. I mean, this is supposed to be a serious video, but come on, Steve Jobs, everyone, Steve and the remnants of Apple started the rebuilding and rebuilding process would take a lot of work. I wonder which Stone Cold young businessman assassin they could call. As luck would have it, around 1998 Apple's corporate recruiters were hunting hard and inevitably came calling for Tim Cook because, as you know, Tim had already

built

a reputation in the industry as a fixer, he was the man who could do the job. , move mountains, meet deadlines where others had failed, Tim was needed and it so happened that in 1998, Apple needed to move mountains, Steve was back.

Sure, but there was a lot to do, the CEO mantle returned Steve cleaned

house

, he ordered that more than 70% of the company's current product line be canceled and in that Purge lost more than 3000 employees, it was brutal. He couldn't even understand the damn product line after a few weeks. I kept saying what is this model, how does this fit and I started talking to customers and they couldn't understand it either, so you'll see the product line become a lot simpler and see the product line get a lot better, this was the Apple's only path to survival, although they needed to completely remake themselves, would be a difficult path, but Apple and Steve Jobs were not in a comfortable position, but Tim was, by 1997 he had already risen to become vice president of corporate materials at compact , which at the time was one of the largest computer companies in the world, if not the largest, earned it and was comfortable.

Apple was relentless call after call, time and time again, Tim Cook rejected the company's recruiters, they had nothing. for him until, in the long run, they begged him to meet with Steve Jobs just once, well, I was just thinking I was going to meet him and, uh, and all of a sudden he's talking about his strategy and his vision and what I was doing. going 100% consumer when everyone else in the industry had decided there was no money to be made as a consumer, so they turned to servers and storage in the Enterprise and I thought I had always thought that following the herd wasn't something Well.

It was a terrible thing to do, he was doing something totally different and he told me a little bit about the design enough to get me really interested and he was describing what would later be called the iMac and the way he talked and the way the chemistry was in. the room, it was just me and him and I realized that I can work with him and I looked at the problems that Apple had and I thought: you know, I can make a contribution here and work with him and this is a privilege of life and suddenly I thought I was doing it, I'm going for it and you have that voice in 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 most important position of his career. He chose Apple. He chose Steve. Did your friends tell you it wasn't a good idea? They thought it was crazy. They thought it was crazy, since he openly defied the advice. From his peers and the people who knew him best, Tim ignored the rational side of his brain that had led him here; He had always been calm and calculating, but now here was Steve Jobs, the Visionary, who had already secured a place in the history books. Say no, you could say no, could anyone say no to Steve Jobs at that point, so Tim joins Apple, ready to take the risk and ready for the biggest test of his career at this stage.

Apple is a company trapped in a death spiral that they had gone into. from annual revenues of 11 billion in 1995 to less than just 6 billion in 1998 when Tim Cook joined the ranks Apple was facing the worst years of its existence the ship was heading straight for the iceberg the next few months would be crucial Tim was brought in became senior vice president of worldwide operations and took Apple's entire supply chain and destroyed it only to be remade into his own gold standard. See, that's why Tim was needed because this job wasn't charisma, it wasn't magic, it was intellect and cold.

Mathematical logic this was Tim Cook's domain this is where he thrived Tim Cook was invaluable, indispensable and the last piece of the puzzle that Apple needed Steve needed to announce the iMac, the love child of Steve's Insight, his courage to pivot the entire industry towards the unknown Waters and Johnny IV's eye for stunning design Apple was reborn the iMac a huge success in the world of personal computing the trajectory was established Apple had everything it needed gamers were established the Visionary the designer and now the operator book MLS after Steve does an incredible job painting a picture of Tim Cook how he led his team and himself at a company that had thrived on jobs.

Cook's charisma quickly proved to be the CEO's foil. He was stoic and reserved. He rarely showed emotions. He focused on numbers and stuffed himself with spreadsheets. He worked for a long time. hours going to the gym before dawn and working into the night, he rallied his team behind Lance Armstrong quote I don't like losing, I just despise it. Tim's value to the company was demonstrated immediately. He and his team were an integral force moving inventory. almost as quickly as it could be manufactured, he forged agreements and established connections that ensured stability and long-term partnerships that, without exaggeration, seemed to people like he could read the pulse of the industry very well or that the man was seeing the future .

Tim Cook was a Ruthless Operator Cooks who demanded stoicism created fear Middle managers vetted staff before allowing them to present themselves to the

cook

to ensure they had a thorough understanding of the issues involved. They were afraid of wasting Cook's time. If I felt that someone was not prepared enough, I could lose my patience and say the next thing like him. Turning the page of the meeting agenda, some people left meetings in tears after years of proving time and time again that they were everything Apple needed them to be. Tim Cook was further promoted to operations leader in 2005, of course not everything at the Wall Garden was good and golden Steve was sick, he had been since 2003, we all know this story, Steve had pancreatic cancer, it would inevitably prevent him from doing and perform his duties as CEO and would eventually take his own life in 2011.

Apple granted Steve one last medical leave. The board of directors during this time Tim Cook was named responsible for the majority of Apple's operations, while Steve continued to make important decisions. This was his final test later in the year after stepping down from the CEO position. Steve Jobs voted to make Tim Cook the next CEO. Apple official called me one weekend of August 11 and he told me he would like to talk. I've been thinking a lot. Apple has never had a career transition as CEO. I'm determined we'll have one now. you will be the CEO and just 6 weeks later we will interrupt programming tonight because an American Edison died Steve Jobs, the chairman of the board of directors of Apple Computer Company passed away recently Apple is confirming that Steve Jobs later passed away in a battle with cancer of pancreas, was an artist who worked in metal, 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 liver transplant in 2009, the 56-year-old founder.

The father of Apple Computer and Pixar Studios died tonight. His wife mourns him, his four children, and millions of his around the world who couldn't wait to see what he would come up with next when people tell all the good things Steve Jobs left us, as we always hear. about products and innovation, but really his biggest move, the best thing Steve Jobs could have given us to Apple is Tim Cook. Steve was many things, he was complicated, he was smart and he put a lot of himself into Apple. In many ways, the company was an extension of himself, Tim Cook, although 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, He never lost his life due to illness. it can be argued that Apple no longer needed Steve the vision the ideals that were established Steve had taken care of that during his long saga of instilling his mindset in those around him his passion the soul of Steve Jobs is the soul of Apple making The designation CEO of Tim Cook was not a decision taken lightly, it was not a provisional decision that could be discarded until a better option could be found, it was the only way forward.

Tim was the only one at Apple who could do for the company what Steve Jobs couldn't, and Jobs trusted Tim Cook to be the one to carry forward his legacy because during that brief meeting all those years ago, when Tim chose Apple, he did so 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 not welcome, to say the least Steve Jobs was an easy figure to rally around. he did everything the way he operated with employees was abrasive but convincing he gave Keynote interviews and shared his opinions openly andwith a charismatic and easy smile.

There was no world in which Steve didn't have people gathered around him with or without

apple

, he was a lightning rod and although Tim Cook was as ready as he could be to accept the responsibilities of responsibility. millions of people around the world saw this as an accountant, a money man, a corporate stiff taking the mantle of 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, it wasn't something he seemed made for people around the world were worried that the era of innovation and progress of Apple products was over, they saw Tim and they didn't see someone whoever they felt they could support.

In the same way they had with Steve, people were already starting to make up their minds, Tim and the rest of Apple, although they were preparing to prove the world wrong, of course, the ship was not without its always important crew Johnny IV and his inspired designs beat like a heart through each product Apple's design team was very present the creative spark was still there even if something else was missing someone the company continued as it had before Steve's passing comforted as many of the products and developments that were taking place still had traces of his guidance in them.

The iPhone 5, 5S had a handful of iPad models and even the first generation iPad Mini, things were moving predictably for the most part, sales were doing well, the numbers were good, even if something was still missing in the company. It had the products, the ecosystem and Tim was saying the right words, but the Apple Vibe was missing until in 2014 Apple was preparing to do something that everyone thought was behind them, something that they were not capable of doing again. Apple was about to innovate good morning at an event in early September in the southeast, Tim Cook would take the stage as he had in previous years, but this time something was different, he was sure he knew what was coming, not only did he have an ace up his sleeve, he had the whole damn deck, the crowd.

He could feel it too, there was an electricity in the air that he hadn't felt since Steve Jobs opened the event with the message of thinking differently. Apple's catchphrase throughout Tim Cook's tenure at the company, excitement rose in the crowd after all, this Auditorium had a special meaning. For the company, the Flint Center, this was where Steve Jobs introduced not only the original Mac 30 years earlier, but also the iMac, the birth and rebirth of it. We have some amazing products to share with you and we think you will agree at the end of the day. that this is also a very key day for Opa instead of opening the event as he had done in the past, Tim threw the numbers by the wayside, the sales figures did not matter at this event and he simply told the audience that everything was great, we did it. a lot to cover today I'm doing without those other than to tell you that everything is great, they ate it, they finally had them in the palm of their hand and then, against all odds, against the critics, Apple, Tim Cook, Johnny IV and the rest in the company. innovated I don't think you realize 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 even though Steve got them. Until now, this iPhone would never have existed under his reign, just talking about the regular iPhone 6, it was almost an inch larger than the previous iPhone 5s at 4.7, immediately demolishing one of the Commandments set by Steve Jobs that the iPhone was big so anyone could reach the corner with their thumb so you can use it all with one hand. Steve mocked other smartphone makers like Samsung for their giant devices and said: Nobody is going to buy a big phone, but here we are.

Apple just announced the biggest iPhone ever and an even bigger iPhone at the same time, 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 on the market. 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 working hard to establish relationships with China and many other countries by collecting information from customers outside the United States, something Steve Jobs had little interest in.

Tim wanted to know what everyone wanted, he didn't want to shape people's desires to theirs, this was a business and it was innovation, oh, you should know about this event where they just announced the iPhone. 6 wasn't even half of Apple Pay was also announced and it was shown that this would be the beginning of Apple's dominance in the services industry and Apple Pay changed the way we pay for things forever. That's all, maybe you'd like to see it one more time. Right at Cas Tim came on stage once again at that event because he had the responsibility to do something he had never done before, he was able to show us one more thing, the Apple watch, we have one more thing, what follows is a lot of Apple things.

I just announced the first completely new product since Steve Jobs' past. It's the birth of another industry dominance that even Apple couldn't anticipate and it was a relief and consolation that Apple wasn't done yet. Tim Cook returns. On stage, the first Apple Watch is on his wrist and he triumphantly looks at Johnny Ives sitting in the front row of the audience and shows his gratitude for the Apple Watch. It's years and years of everyone's work and in case you don't know. I don't realize the importance of the Apple Watch announcement: the Apple Watch would become the best-selling watch of all time, not just the Smartwatch of all watches to this day.

The Apple Watch continues to be the main driver of iPhone sales, and not the other way around. This event in this place was all birth, rebirth and now reinvention. Apple was suddenly heading in a completely new and very exciting direction with Tim Cook proudly leading the way. Steve Jobs' influence and legacy became more of a guiding philosophy than direct involvement. to see what an

apple

would finally look like under Tim Cook, the future of wireless audio Apple says it's Reinventing wireless headphones no, what the hell is it, that's a bad apple that's incredibly expensive, it's for Earp pods with the cables cut iPhone 10r will allow us to bring the future of the smartphone to even more people the iPhone 10 R is a sick joke there is confusion in the consumer market or at least a lack of understanding now of an important milestone Apple becomes the first company to list on stock market in the world will reach a trillion dollars in net value, a value of 13 digits Mark, can they continue like this? the future of wireless audio the future of the smartphone for even more people can they keep it up? and now is the time to take a big leap forward for the map had a future beyond the foundations that Steve Jobs had He told him this way Apple is now as valuable as the four largest banks in the US They combine the Trilon company to reach two trillion trillion and three trillion trillion that they had not seen before.

It's uh even looking at your screen it's kind of shocking to see that it's three billion dollars next to one company we have one more one more thing this is a day that has taken years to prepare. I'm excited to announce a completely new AR Platform with a revolutionary new product Apple seemed confused, wildly disconnected and dissociated from its users when introducing Apple Vision Pro. Tim Cook's time as Apple CEO is coming to an end probably sooner than expected. What do you think I want to talk about? who has been at Apple for an astonishing 25 years longer than some of you have been alive, there is a chance that some of you have never experienced an apple with Steve Jobs, Apple under the leadership of Tim Cook has done the impossible.

I can't describe the level of success here, believe me, it's us trying, it's just mastery again. The Apple Watch is the best-selling watch in the world. Airpods are untouchable in their space. Apple's services revenue alone generates more money than half the countries on the planet. The Iphone. The business decisions, numbers and all. Those things are just mind-blowing and now, whether you realize it or not, we are entering the last leg 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 soon be in our hands this will be the final defining chapter of Tim Cook's legacy and what I feel is uncertainty, uncertainty and perhaps fear and trepidation and why what we've seen from Tim Cook and what I hope I've been able to show you through this.

The

documentary

is a whole race of victories before arriving at Apple and after assuming the position of CEO, Tim Cook, and the company itself has surpassed everyone and the products that come out of each line of Apple iPhone, Apple Watch, iPad, Mac, Airpods, they have all been hits. Life, but what is this feeling, this uncertainty about the future, the worry about Vision Pro? I mean, you just saw a clip of me doubting the 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 a guy.

I guess what I feel is knowing that Tim Cook will soon, in the next few years, pass the role of CEO of Apple to someone else, someone he trusts to continue Apple's legacy. of Steve Jobs and now the legacy of Tim Cook I think we are all realizing how much trust we really have in Tim Cook, how much we trust him with the company we love and how terrifying it is to know that we are again going to need to trust his final decision like Steve's before him, so let's see how this story ends together, how Vision Pro stacks up when it's revealed who will be Apple's next CEO, how Tim Cook's chapter closes, either way, someone's going to do it . has to be the person who replaces Tim Cook and whoever gives him good luck