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Will Tim Cook Become the Next Steve Ballmer?

By - Source: Tom's Guide US | B 33 comments

Like Microsoft, the reins of the company have been passed from the founder's hands and on to their successor. How will this work out for Apple?

Steve Jobs’ resignation has come as a shock to many. Amidst the speculation of whether Jobs resigned because of repeated health concerns and cancer treatment, it is rather interesting to listen to analysts trying to determine whether Jobs should have asked investors first before he stepped down. Another much more enticing discussion is the future of Tim Cook, Jobs’ replacement. One possible scenario is that he will share the same fate as Steve Ballmer.

Some time ago, when the concerns over Jobs’ health became more serious, there was a debate about whether Jobs – given his tight integration with the Apple brand – was still his own property or if he really belonged to Apple’s investors. In the end, Apple’s health was discussed as a risk factor for investors. Likewise, investors are evaluating Cook’s future and whether he will succeed in his new role. Can he succeed? If so, at what can he succeed?

Defining Tim Cook’s Job

I doubt that Cook will assume the same role that Jobs had as CEO. Jobs was an early Silicon Valley visionary, the celebrity in the industry and an icon who was often compared to a religious leader with millions of followers. How can anyone even start to believe that these shoes can be filled by any one human being?

Cook’s job cannot be defined as replacing Jobs and becoming a substitute for everything that Jobs was to Apple. There will be at least some time of uncertainty as to who could become the face of a company that has been identified with Jobs’ face, vocabulary and charisma. Cook may be able to treasure Jobs’ idea of what Apple is at its core together with what it can be, but he will have to evolve Apple from how it exists today as well as the way it is perceived on the outside. He can only achieve this goal by becoming the face of a new Apple – an Apple which will need a strong person to continue Jobs’ legacy. Cook will have to be that person, yet he must remain different from Jobs so he can avoid a permanent comparison to the Apple co-founder.

I have not been at an Apple executive meeting, nor have I chatted with Cook over a cup of coffee. However, I do believe that he will remain in close contact with Jobs, and both may agree on a strategy that there must be a new Apple that can be guided and represented by Cook without the need for Jobs to be present. As strange as it sounds, this may be the best way for Jobs to preserve his creation. A new Apple does not mean that it is changing its direction; it refers to an Apple that is creating new trends, taking advantage of prior trends and delivering stunning products. Cook’s introduction as CEO may seem surprising at this point in time, but it could be a planned event. Cook could be launched with the new iPhone 5 and a rumored completely new product by the end of the year. Jobs also hands over control during a recession, which gives Cook an opportunity to shine when the economy improves. However, Cook will need a killer product that he owns to have a successful start and create a foundation for his own legacy.

The Celebrity Trap

What Cook needs to avoid is making the same mistake that Ballmer made. Ballmer has an incredibly bright mind and is most certainly among the top five representatives who any company in this country could want. However, Ballmer has no legacy.

Ballmer has remained the eternal apprentice of Gates in public perception, but he has never managed to step out of Gates’ shadow since he took over Microsoft as CEO in 2000 and since Gates left Microsoft’s daily business in 2008. Microsoft is still defined by products that were created under Gates; and those that are emerging, such as the Xbox 360, are not perceived to be owned by Ballmer. While I have the utmost respect for Ballmer and his ability to earn two dollars when Microsoft’s competitors can earn only one, he is not the face of Microsoft as Gates was and is simply being seen as a business manager. He is not the corporate celebrity Gates was and not a celebrity that Microsoft could use so desperately today.

Ballmer’s dilemma is that he is vulnerable from an investor’s point of view and the only person standing between him and angry shareholders is Gates. I often wonder why Ballmer continues under the mounting attacks of analysts and does not step down. He has done more for Microsoft than any other Microsoft employee, possibly more than Gates himself, as he controlled the company’s business moves. There should be a time when you tell yourself that enough is enough, and there is no need to listen to that criticism anymore. The only reason why Ballmer remains CEO may be his passion for the company he built with Gates. No one has to feel sorry for Ballmer, but he has become the poster board example that hard work and limitless passion are not enough to replace an icon such as Bill Gates.

So, could Cook also fall into the celebrity trap as well? Of course he could. The trap is already set every inch of the way Cook will have to walk. A failed product will be blamed on him. He will be made responsible for slower growth in revenue and profit, and he will have to be prepared for potshots that will compare him to the great Steve Jobs when that happens. It will be difficult for Cook to create the perception that he is not Jobs’ apprentice and not just an accidental person who happens to have the task of continuing something that someone else created. When Apple’s growth stalls, and it most certainly will at some point, Cook could easily share the same fate with Ballmer.

If you look at the job from this perspective, Tim Cook's future is filled with opportunity just as much as it is a setup for failure.

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Top Comments
  • 12 Hide
    Andrei24 , August 29, 2011 7:31 PM
    @ house70

    Of course you would fail to understand what this article said, reading it from your white macbook.
Other Comments
  • 9 Hide
    captaincharisma , August 29, 2011 6:53 PM
    they better hope he doesn't end up having the same personality as ballmer.
  • Display all 33 comments.
  • 5 Hide
    kristoffe , August 29, 2011 7:29 PM
    who cares?
  • 12 Hide
    Andrei24 , August 29, 2011 7:31 PM
    @ house70

    Of course you would fail to understand what this article said, reading it from your white macbook.
  • 5 Hide
    southernshark , August 29, 2011 7:36 PM
    All they have to do is follow the logic of Ivy League MBAs. A good business leader is someone who focuses on cutting costs, reducing the size of the business workforce, and continuing to produce the same products year after year, while using declines in revenues as an excuse to fire more people.
  • 2 Hide
    burnley14 , August 29, 2011 7:37 PM
    I see Apple stumbling but not necessarily falling with the new leadership. It's impossible to replace Jobs and Cook will not be able to do so, but I don't think he's inadequate either.

    I think his most role to fill will be as a presenter, introducing products as something magical and new that so many people were willing to gobble up when Jobs said those words. That's the key to Apple's success.
  • 9 Hide
    cookoy , August 29, 2011 7:39 PM
    Having seen both Jobs and Gates growing up in the news spotlight, you saw two young individuals, both highly competitive but not offensive, at times funny, down to earth and yet full of passion at what they believe in. you don't get intimidated by their appearance. both got charisma. As for Ballmer, he looks intimidating, the serious business type who's out to make a profit. I don't know about Cook. Never see him in the spotlight before. But he looks also like Ballmer, a bureaucratic technocrat, not the inspiring visionary type. Some are just born leaders, others managers.
  • -9 Hide
    legacy7955 , August 29, 2011 7:52 PM
    house70Let me sum this article up for you:-Jobs = GOD-Cook = possibly Jesus-Ballmer = Model of failure-Gates = whatever, he's no Jobs.Right there on the ballpark.

    @house70: YOU UNDERSTAND INCOMPETENT JOURNALISM LIKE THAT IN THIS ARTICLE....TOM'S how about hiring a few OBJECTIVE journalists and writers like "house70" here???
  • 4 Hide
    STravis , August 29, 2011 7:55 PM
    Cook needs to not show up on stage in his sweaty shirt, prancing around like a monkey and he will be already ahead of the Ballmer.
  • 2 Hide
    legacy7955 , August 29, 2011 7:58 PM
    So tired of the "pile on" against MS and everything they do while crApple never stumbles, even when they do?

    I have no love for Ballmer's personality, but they guy has made MS very profitable, and the company considering how large it is, seems to be managed better than most of its size.

    It would be great if we could see another Gates emerge at Microsoft though. I and others miss the energetic and interesting spirits like these, surely they must still be out there somewhere.

    You know why don't we ever get to hear from some of the senior designers and programmers at MS. I'd love to hear some of their thoughts. That is where the creative genius is at MS. Mr. Ballmer..let them speak to the public and put some "personality back into MS!
  • 1 Hide
    DRosencraft , August 29, 2011 8:31 PM
    I can't say I know much about being an exec, but I can tell this much; you can't really hope to hire another Jobs or Gates type. Their passion came from the fact they were building up their own brain-child. No matter how much you pay someone, they'll be more charismatic about builidng their own company than building someone elses. Not saying Cook is destined to fail, but as long as Apple and its investors don't expect a new Steve Jobs they will continue making money off their ridiculous products.
  • 1 Hide
    jcknouse , August 29, 2011 8:57 PM
    STravisCook needs to not show up on stage in his sweaty shirt, prancing around like a monkey and he will be already ahead of the Ballmer.

    I lol'ed so hard at this.

    I do have to ask one question of the author:

    You state:

    "I have not been at an Apple executive meeting, nor have I chatted with Cook over a cup of coffee. " in regards to Mr. Cook.

    Does this mean, since you seem to know a lot about what drives Mr. Ballmer, that you've had coffee with him?

    Personally, I think Mr. Ballmer is doing what anyone who follows sensible business practice (that you learn in college marketing and business courses) does as CEO: hype your product.

    You'll not replace Jobs...or Gates. Apple and Microsoft were *their* babies. Ballmer is a businesshead. That's what Gates hired him to manager. He isn't the model of tech innovation...he's a businessman...a pitch man.

    That's why, to this day, he's more well-known publicly for hooping around and hopping on the stage at that conference...not being a technology innovator or leader.
  • 1 Hide
    legacy7955 , August 29, 2011 9:09 PM

    Well if that is Ballmer's place at MS I'd LOVE to hear from the CREATIVE MINDS AT MS...they are there and I am sure they are more interesting to listen to, and probably more passionate (genuinely) than Ballmer is.

    IMV this is what MS needs, some public expression of creative genius ! Let those people speak publicly there have got to be better people than Ballmer in this regard.
  • 4 Hide
    house70 , August 29, 2011 9:15 PM
    andrei24@ house70Of course you would fail to understand what this article said, reading it from your white macbook.

    I guess next time I should end with
    for y'all to understand.
  • 0 Hide
    house70 , August 29, 2011 9:18 PM
    ...and I forgot to add to my list;
    -Gruener = pretty much all 12 apostles.

    /sarcasm (for the thick ones).
  • -1 Hide
    war2k9 , August 29, 2011 9:26 PM
    No one can be Ballmer. He still making money for the company even though he lack of vision for future techs.
  • 2 Hide
    Wish I Was Wealthy , August 29, 2011 10:04 PM
    I can't see what's so big about this CEO position,but than again it's the money thing & also the big mouths of Apple supporters that make this CEO position so much more talked about. Grow up apple supporters,all these CEOs are making far too much money & should get well below a third of what they get now while engineers & scientists should get twice as much money as what they get now.
  • 3 Hide
    Honis , August 29, 2011 10:08 PM
    There are worse things than becoming the next Steve Ballmer. He could become the next Léo Apotheker.
  • 0 Hide
    Anonymous , August 30, 2011 12:38 AM
    Good article. Rarely in history there will be such big shoes to fill. The odds are really against Cook.
  • -1 Hide
    ap3x , August 30, 2011 1:29 AM
    house70Let me sum this article up for you:-Jobs = GOD-Cook = possibly Jesus-Ballmer = Model of failure-Gates = whatever, he's no Jobs.Right there on the ballpark.

    Now I like Apples products and beleive that Steve Jobs was a visionary and the top of his game but you myfriend are out of your mind. Bill Gates was right up there with Steve and lets face it, if it where not for Steve there would not be a Bill and if it where not for Bill there would not be Steve as we know him today because there would be no Apple.

    It remains to be seen what Cook will do and everyone already knew that Ballmer a nut job.
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