A new report looking into Tim Cook’s effect at Apple since taking the reins from Steve Jobs back in 2011 has suggested the current CEO is responsible for bringing the hugely successful iPad mini to market.
Despite Jobs having publically stated Apple would never launch a small form factor tablet, Cook pursued the project on taking control of the company for Jobs’ death.
Turning around the product in just a year, Apple board member and Disney CEO Robert A. Iger told The New York Times that Cook “thought the world would love a smaller and less expensive tablet.”
With the original iPad mini having launched in late 2012, the 7.9-inch iOS device surprised many due to Jobs’ open dismissal of a market for such a device.
Hitting out at 7-inch devices from the likes of Samsung, Jobs famously stated: “7-inch tablets are tweeners: too big to compete with a smartphone and too small to compete with the iPad. ….7-Inch tablets are dead on arrival.”
This is not a mindset shared by Cook who is said to have a largely less hands-on approach to product development than Jobs.
Although Cook is more inclined to leave his product teams to develop devices in their own environment, this has not had a negative effect on output according to one Apple executive.
“Honestly, I don’t think anything’s changed,” Apple’s design chief Jony Ive said. Looking to Apple’s approach to new product categories, he added: “People felt exactly the same way when we were working on the iPhone.”
Despite Cook being a less high-pressure boss than Jobs, Ive has suggested that the Apple CEO still want quick results.
“It is hard for all of us to be patient,” Ive told the NYT report. “It was hard for Steve. It is hard for Tim.”
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