Steve Jobs's shoes are pretty big to fill, but Apple's new CEO aims to revolutionise the way we read
CEO, Apple Inc
Taking over from a charismatic and influential predecessor is never easy, but when that man is Steve Jobs, the pressure is of a different order. It's lucky, then, that Cook, named as Apple's new CEO when Jobs stepped down unexpectedly in August, is known as a pretty unflappable sort of guy ? added to which, he's familiar enough with the territory, having joined Apple in 1998 as its chief operating officer. And he's certainly not afraid of hard work ? he likes to be up and emailing his colleagues by 4.30am and has been known to hold Sunday evening telephonic staff meetings to get everyone in the mood for the coming week.
But why should that catapult him from nowhere into the top 10? Because even if you don't yet own an iPad, or even an iPhone, Apple is going to revolutionise the way we read, not merely by diverting our eyes from printed page to handheld screen, but by changing the experience completely. As publishers focus increasingly on value-added apps ? such as Faber's enhanced edition of The Waste Land, complete with video, performance and notes ? our choice of devices becomes critical. With its track record of human-friendly design, its vast marketing budget and its unparallelled management of brand loyalty, Apple is likely to lead the way.
Source: http://www.guardian.co.uk/books/2011/sep/23/tim-cook-books-power-100
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