The entire tech industry was rocked yesterday as one of the world’s greatest CEOs said goodbye to his friends, employees and an entire community of fans. After a 13 year hot-streak, Steve Jobs stepped down from his leading position at Apple Inc.

Needless to say, tech pundits and analysts have been dreading this day for years. With Jobs gone, Apple’s future would be up in the air a bit. Who could replace him? No one could ever replace Steve Jobs. But someone has, and his name is Tim Cook…

It wasn’t that hard to figure out that Cook was eventually going to replace Jobs as Apple’s CEO. He’s played the part several times over the last few years during Jobs’ extensive absences. But even though we’ve been expecting it, it’s still scary.

Would Cook deviate from Jobs’ master plan? Would Apple change at all? Ars Technica just published an internal memo from Cook to Apple employees that assures everyone that the company won’t change a bit:


I am looking forward to the amazing opportunity as serving as CEO of the most innovative company in the world. Joining Apple was the best decision I’ve ever made and it’s been the privilege of a lifetime to work for Apple and Steve for 13 years. I share Steve’s optimism for Apple bright future.

Steve has been an incredible leader and mentor to me, as well as the entire executive team and our amazing employees. We are really looking forward to Steve’s ongoing guidance and inspiration as our Chairman.

I want you to be confident that Apple is not going to change. I cherish and celebrate Apple’s unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that-it is in our DNA. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do.

I love Apple and I am looking forward to diving into my new role. All of the incredible support from the Board, the executive team and many of you has been inspiring. I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.


The letter is pretty standard, and covers all the usual business etiquette for replacing a leader. Show appreciation for being selected — check. Recognize and thank the predecessor — check. Reassure everyone that you were the right man for the job… check?

Several sites have pointed out that Cook’s letter lacked the enthusiasm and charisma that Jobs showed constantly, even in his writing. But maybe Apple doesn’t need another Steve Jobs. Maybe they’ll be just fine with a Tim Cook.

What do you think of Cook’s letter?

  • jg

    Womp womp. I don’t trust that face.

  • James

    Can we have 1 post that doesn’t mention Steve f’ing jobs, Ye he’s stepped down and it’s a shame but every single post since last night has been virtually the same shit, about 1 tweak review in about a week, that’s it !!

    Don’t get me wrong, I respect what the guy has done for the industry but these constant posts, 1 after another is boring me rigid. The only people that want to read this endless barrage of Steve posts are fanboys.

    Where is Jeff lately, i’ve seen plenty of tweaks on other blogs but nothing on here for a while, that’s the best part of the site !!!

    • MALdito

      +1 That what I said in the last posted article. We get it. Steve=Great, Tech Industry=Sad, MOVE ON!

  • TimCook

    What I really meant with this letter is: “I’m the new king of Apple!”.

    Yes, yes…

  • DomPerignon

    lolol This “lemon sucking face” thinks that nothing is going to change. Does this guy thinks that he has the leadership, innovative and creative forces of Steve Jobs? lololol

  • Herr will never fill steves boots
    I hope steeve is at the next apple event

  • Tsiv

    As if any of you knew him. Let’s not predict the future just yet awrite?

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