Tim Cook CEO, Apple

The head of the most valuable company in the world talks to Bloomberg Businessweek Editor Megan Murphy about augmented reality, the new HomePod, Donald Trump, and the legacy of Steve Jobs

 

- Megan Murphy

MEGAN MURPHY: You’ve talked about Steve Jobs and how you revere him. How much time do you spend thinking about what people will say about your legacy at Apple?
 
TIM COOK: None. To be totally honest with you, I don’t think in those terms. I think more about doing stuff. I hope people remember me as a good and decent man. And if they do, then that’s success.

Steve’s DNA will always be the base for Apple. It’s the case now. I want it to be the case in 50 years, whoever’s the CEO. I want it to be the case in 100 years, whoever’s CEO. Because that is what this company is about. His ethos should drive that—the attention to detail, the care, the ­simplicity, the focus on the user and the user experience, the focus on building the best, the focus that good isn’t good enough, that it has to be great, or in his words, “insanely great,” that we should own the proprietary technology that we work with because that’s the only way you can control your future and control your quality and user experience. And you should have the courage to walk away and be honest with yourself when you do something wrong, that you shouldn’t be so married to your position and your pride that you can’t say, “I’m changing directions.” These kind of things, these guardrails, should be the basis for Apple a century from now. It’s like the Constitution, which is the guide for the United States. It should not change. We should revere it.