We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
80,259 News Articles

Tim Cook: Steve Jobs told me never to ask 'what would Steve have done?'

The CEO misses Apple's late co-founder 'dearly'

Apple CEO Tim Cook has revealed that the company's late co-founder Steve Jobs advised him never to ask 'what would Steve have done?'

Speaking in his first television interview since he took over as CEO of Apple following the late Steve Jobs' resignation in August 2011, Cook said: "I loved Steve dearly, and miss him dearly."

"One of the things he did for me, that removed a gigantic burden that would normally have existed, is he told me, on a couple of occasions before he passed away, to never question what he would have done. Never ask the question, 'What Steve would do,' to just do what's right," Cook revealed in the interview with NBC's Brian Williams on the 'Rock Center' show.

Since Cook's appointment as head of Apple, the company has launched new iMacs, MacBooks, two iPhones, two iPads and, most recently, the iPad mini, but we often hear comments such as 'Steve Jobs would be rolling in his grave' or 'Steve Jobs would never have allowed this,' especially when mishaps like the Apple Mapgate and iTunes 11 delays occur.

But now we know that, actually, Cook is doing just as Jobs told him by making decisions that he thinks are right for the company. Of course, that doesn't necessarily mean that all of Cook's decisions are the right ones, as demonstrated by his apology for the company's Maps App inaccuracies, and his admission that Apple 'screwed up'.

READ: Apple shares drop 6.4% on its worst trading day in four years, analysts speculate why

During the interview, Cook also revealed that Apple will begin manufacturing an entire line of its Macs next year

The interview airs in America Dec. 6 at 10pm/9c (Dec 7. 3am GMT) on NBC's Rock Center.

See also:

Apple: 'We're working non-stop to improve iOS 6 Maps'

Apple 'starts swapping physical landmarks so they match Maps'

Former Apple CEO John Sculley: 'People underestimate how well Apple is run'

Apple updates Pages, Keynote, and Numbers for iOS

Apple's Phil Schiller: 'We won't open museum at HQ because we're focused on the future, not the past'


IDG UK Sites

iPhone 6 review: best ever iPhone is very good... but no longer the best phone you can buy

IDG UK Sites

Why Apple and Samsung, Google and Microsoft's schoolyard spats make them all look stupid

IDG UK Sites

How to successfully bridge the gap between clients and creatives

IDG UK Sites

How to update your iPhone or iPad to iOS 8: including how to install iOS 8 if you don't have room ()......