At the “D: All Things Digital” conference held in Rancho Palos Verdes, California, Apple CEO Tim Cook clarified his position with regards to following the footsteps of the famous Steve Jobs.
Cook pointed out that there are some things he did differently during his term, which include better examination of Chinese manufacturing operations and expanding humanitarian efforts. He also mentioned keeping old but effective Apple strategies, such as keeping new products unrevealed from the public until their release.
Tim Cook replaced co-founder Steve Jobs as CEO last August 2011, when he resigned as he was fighting against pancreatic cancer. Steve Jobs died about one month later.
During the conference, Cook didn’t say much about rivals Facebook and Google. When asked about why Facebook isn’t as present in Apple devices as it could be given its huge user population, Cook said, “I think we can do more with them. They have their way of doing things, but people can say that about us as well.”
Cook also mentioned that Apple will continue to improve Siri voice command, bashed for being just a gimmick with no real practical application. He said, “there’s more that it can do, and we have a lot of people working on this.”
He also became emotional when he recalled Steve Jobs’ passing, calling those days “the saddest days of my life”. But now, Tim Cook is comfortable with leading Apple. “I’ve never really viewed or felt the weight of trying to be Steve, it’s not who I am, and it’s not my goal in life. I am who I am, and I’m focused on that, and being a great CEO,” he said.