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Tim Cook's amazing, incredible, magical memo

No change at Apple mimics new CEO

Tim Cook, Apple’s new CEO following the resignation of company co-founder and all-round visionary business genius Steve Jobs, has moved quickly to reassure staff that nothing’s going to change at the market-beating company. And he's over using all the words that his chairman was famous for over using.

In a memo – leaked to Ars Technica – to Apple employees Cook praises Jobs as a mentor and states that Steve’s culture is now ingrained in the company so his resignation will have no effect on how the company goes forward.

Cook, who dresses down in jeans and dark casual top just like his chairman, even uses the same linguistic terms as Jobs, mentioning things in Apple's DNA – just as Jobs has done in the past, and not shying from hyperbole (two "amazing"s, three "incredible"s, and of course one "magical").

I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. Joining Apple was the best decision I’ve ever made and it’s been the privilege of a lifetime to work for Apple and Steve for over 13 years. I share Steve’s optimism for Apple’s bright future.

Steve has been an incredible leader and mentor to me, as well as to the entire executive team and our amazing employees. We are really looking forward to Steve’s ongoing guidance and inspiration as our Chairman.

I want you to be confident that Apple is not going to change. I cherish and celebrate Apple’s unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that – it is in our DNA. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do.

I love Apple and I am looking forward to diving into my new role. All of the incredible support from the Board, the executive team and many of you has been inspiring. I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.


It looks like Apple's new CEO is going to look and sound just like the old one. The market will judge whether he acts like him, too.

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