JOURNAL ARTICLE

Steve Jobs called Tim Cook 'not a product person,' but still handpicked him to run Apple and turn it into a $4 trillion tech giant.

  • Published In: Fortune.com, 2026. P. N.PAG 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Quiroz-Gutierrez, Marco 3 of 3

Abstract

The article focuses on the contrasting leadership styles and legacies of Apple cofounders Steve Jobs and Tim Cook. Jobs was a creative visionary known for his intense and sometimes confrontational approach, while Cook, an engineer with a business background, was recognized for his calm demeanor and operational expertise. Under Cook’s tenure as CEO, Apple’s market capitalization grew from approximately $350 billion to $4 trillion, driven by supply-chain improvements and the introduction of new product categories like wearables. Despite Jobs’ criticism that Cook was "not a product person," Cook successfully expanded Apple’s business and was trusted by Jobs to lead the company after his death in 2011. [Extracted from the article]

Additional Information

  • Source:Fortune.com. 2026/04, pN.PAG
  • Document Type:Article
  • Subject Area:Computer Science
  • Publication Date:2026
  • Accession Number:193228264
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