Comments on: The Cook Doctrine at Apple

By: jon, palo alto, ca

jon, palo alto, ca — Sat, 24 Jan 2009 03:42:57 +0000

“When has the company been wrong — and been “self-honest” about it?”

PowerPC vs Intel chips?

By: James, Washington, DC

James, Washington, DC — Fri, 23 Jan 2009 21:59:55 +0000

I don’t think these are difficult questions to answer. Just off the top of my head I would say that following technologies are ones that Apple would consider primary: OS X obviously; Quicktime; the multi-touch technology they bought with Fingerworks; Fairplay DRM; the milling approach to building Macbooks; and now the IC technology bought with PA Semi. An example of the courage to change is that they altered the iPhone screen at the last minute, delaying its launch. The third question begs the question, as we could just as easily ask for an example of where Jobs was needed to make things work when the culture failed. With 35,000 employees and dozens of products it seems self-evident that Jobs has only a minimal effect on many products.

By: Bill Youngs, Cheney, Washington

Bill Youngs, Cheney, Washington — Fri, 23 Jan 2009 07:24:31 +0000

Adam, Thanks for highlighting that great Tim Cook quotation about Apple’s values. You are right that it was a “magical moment.” To me Cook’s comment resonates with something Steve Jobs said at the D5 Conference in 2005: “I don’t think about legacy much. I just think about being able to get up every day and go in and hang around these great people and hopefully create something that other people will love as much as we do.” We overlook this quality when we focus on the iconic Steve Jobs and miss the important way that he and others at Apple have coalesced as a team. You can see it from the managerial depth in Cupertino to the enthusiastic sales persons in the Apple stores around the world. — And yes there is something wildly improbable about Apple’s success. As Jobs put it in his 2004 Stanford Commencement Address, “Stay Hungry, Stay Foolish.” In an age when financial crisis is taking down so many companies, American business could use more of that Apple idealism and whimsy. I’m reminded of something that Abraham Lincoln said during the Civil War, when some critics complained that the battle-genius Ulysses S. Grant drank too much liquor: “Find out what brand General Grant drinks and give it to the rest of my generals.”

By: Bill, Minneapolis, Mn.

Bill, Minneapolis, Mn. — Thu, 22 Jan 2009 21:48:41 +0000

Tim made it VERY clear that he wasn’t targeting Palm when he discussed Apples intellectual property but any who would steal their work.

By: MIke, Birmingham, Alabama

MIke, Birmingham, Alabama — Thu, 22 Jan 2009 21:04:19 +0000

Actually….I believe Cook wrote this himself. Why? Well as an Auburn University grad myself:

The Auburn Creed

“I believe that this is a practical world and that I can count only on what I earn. Therefore, I believe in work, hard work.

I believe in education, which gives me the knowledge to work wisely and trains my mind and my hands to work skillfully.

I believe in honesty and truthfulness, without which I cannot win the respect and confidence of my fellow men.

I believe in a sound mind, in a sound body and a spirit that is not afraid, and in clean sports that develop these qualities.

I believe in obedience to law because it protects the rights of all.

I believe in the human touch, which cultivates sympathy with my fellow men and mutual helpfulness and brings happiness for all.

I believe in my Country, because it is a land of freedom and because it is my own home, and that I can best serve that country by “doing justly, loving mercy, and walking humbly with my God.”

And because Auburn men and women believe in these things, I believe in Auburn and love it.
-George Petrie (1945) ”

Sounds familier to me.
The Auburn Creed is recited at most major events (barring athletic) at Auburn and Cook is an involved Alumni.

By: Kingston, Union City, CA

Kingston, Union City, CA — Thu, 22 Jan 2009 20:48:37 +0000

This is not the Cook Doctrine. This is the Apple Doctrine and Steve Jobs gave it to Apple.

All of this has been said by Steve Jobs. All of it. Why is Cook repeating it? He says it because it is true. The only part of this that is news is that so many people still don’t understand this way of thinking.

By: Paul Schutte, Williamsburg, VA

Paul Schutte, Williamsburg, VA — Thu, 22 Jan 2009 20:41:05 +0000

“When has the company been wrong — and been “self-honest” about it?”

MobileMe is a classic example. Rather than say all was great and just give it time, they said that they pushed it out the door too soon and that it wasn’t up to Apple’s standards.

By: pk de cville, VA

pk de cville, VA — Thu, 22 Jan 2009 20:37:00 +0000

Apple may be using one Palm’s patents and that would be bad because Apple would be forced to cross license to Palm.

The Big Patent? Multi-Touch, a whole new interface for electronic devices. If only Apple has MultiTouch, then as consumers appreciate it, they will continue to buy the interface again and again in succeeding generations of advanced devices.

Bingo! Domination!

By: Eydie, MobileMarketingWatch, CA

Eydie, MobileMarketingWatch, CA — Thu, 22 Jan 2009 19:09:04 +0000

He also spent a lot of time defending the iPhone, whose sales, while an 88 percent increase over the year-ago quarter, fell below Wall Street expectations. And he threw down against other touchscreen handsets! The emotional remarks about the latter launched all kinds of litigation speculation today–guess Cook’s got his own power. Seriously, though, I think this shows that Apple’s future doesn’t lie in its smartphone–see why at http://www.mobilemarketingwatch.com/iphones-low-despite-apple-earnings/

By: Jane, Madison, WI

Jane, Madison, WI — Thu, 22 Jan 2009 18:00:27 +0000

Mr. Cook may have his background in “just operations, but excellence in operations requires a visceral understanding of “systems”. Apple excels in integrated systems, where the whole is much greater than the sum of its parts. Having experienced a number of organizations that lacked the understanding of systems, I can tell you that is a rare understanding, and can be leveraged far beyond the shipping of widgets. Without it, you have to reinvent the wheel each and every time. Which costs more?

By: jmmx, Portland OR

jmmx, Portland OR — Thu, 22 Jan 2009 17:27:00 +0000

Interesting that you pick tis out of the whole conference call. Kudos for you perception.

Most people dod not understand that this precisely is the reason for their success. It is this dedication and focus that at all levels that gives them the ability to create such great products.

But I think that the press has fallen victim to their own propaganda regarding the “Cult of Jobs” To my mind this was originally a tongue-in-cheek metaphor that has been reified by repetition into a real myth. Sure – fans are very enthusiastic about Apple products and certainly admire Steve, and he is a great “performer.” But in the end, the “cult” word is horribly overblown.

By: Steve W, Indialantic FL

Steve W, Indialantic FL — Thu, 22 Jan 2009 17:06:55 +0000

“its always been all about Steve”

Apple never said that, and Steve never said that. That’s what the pundits, the critics, and the fanatics say.

for fear of their being poached

I don’t believe Apple fears poaching; I believe Apple expects poaching. There secrecy is just a delaying tactic. Secrecy seems to be working, so I expect it to continue.

By: Tom, Seattle, WA

Tom, Seattle, WA — Thu, 22 Jan 2009 16:48:55 +0000

Why does Apple always get ripped apart by analysts, even when they are one of only a few companies that are exceeding expectations? It is true that they may not be as transparent as most analysts would like, but I really think bringing up Jobs’ illness is nitpicking. I’ve always been under the impression that numbers speak for themselves.

By: A. Viirlaid, Toronto, Canada

A. Viirlaid, Toronto, Canada — Thu, 22 Jan 2009 16:39:14 +0000

The depth is there.

It always has been.

No one has ever had to look until now.

Hopefully Steve will be back soon.

But he works with a team, no on his own.

At least that much is now clearer than before.

By: Tom, Los Angeles CA

Tom, Los Angeles CA — Thu, 22 Jan 2009 15:54:08 +0000

Threatening Palm is less a show of strength and more a sign of being afraid in my opinion. Palm has played in this sandbox for a while and it is unlikely there are any significant patent violations unless it is Apple violating one of Palm’s.

By: michiganjake, holland, michigan

michiganjake, holland, michigan — Thu, 22 Jan 2009 15:36:36 +0000

I am so glad you recognized those very important statements that Cook uttered. He is truly dedicated to Apple and was undoubtedly chosen by Steve because of his knowledge and loyalty to continuing to move the company forward. It is so refreshing to read your remarks as I look back on all of the previously printed unfounded negativity surrounding the company. Bravo!!!

By: James, Arlington VA

James, Arlington VA — Thu, 22 Jan 2009 15:28:49 +0000

That statement right there is EXACTLY the reason I buy Apple products.

We are constantly focusing on innovating.

We believe in the simple not the complex.

We believe that we need to own and control the primary technologies behind the products that we make…

We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us.

Those few right there is what makes an Apple product great.

Maybe you analysts and writers will finally ‘get it’ and stop screwing the stock over and the company. Here’s the BEST company in America that is turning a record profit in a RECESSION/DEPRESSION and it’s completely undervalued and slammed all the time by writers and analysts for NO GOOD REASON.