Recently, The New York Times has released a detailed profile of Apple Inc. (NASDAQ:AAPL)’s CEO, Tim Cook, describing how he is leaving his mark on the company. One of the big takeaways from the published piece involves that Cook is less involved in product innovation, unlike Steve Jobs, and is much focused on cultural changes and assembling a team. However, Cook is portraying himself as a different leader with taking the issues of social responsibility and environmentalism.

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In its report, the NYT quoted Jonathan Ive, the head of design at Apple Inc. (NASDAQ:AAPL), stating:

“People felt exactly the same way when we were working on the iPhone,”

Mr. Ive added. “It is hard for all of us to be patient, […] It was hard for Steve. It is hard for Tim.” In this reference, CNBC‘s “Squawkalley” tried to gather views from the head of digital at William Morris Endeavor, Dan Porter, about his thoughts over the Cook’s management style.

Porter said:

“It’s a pretty tough game to come after somebody like Steve Jobs, and all you could do is basically to play to your own strengths, which is exactly what Tim Cook has done.”

Porter mentions how Cook has made Apple Inc. (NASDAQ:AAPL) more open, like making acquisitions of the sorts of Beats Electronics. He considers this is the best way one can expect, except from the press’ point of view which want to know more and more about this person at the back, which “adds to an interesting dynamic.”

Brain Trust

Further, the NYT report highlights the idea as how people close to Cook and working with him believe that Cook is not trying to single-handedly replace Jobs. Rather, he is replacing Jobs with five people, like Angela Ahrendts and the latest deal with Beats Electronics. Cook is trying to create a brain trust to support him as deputies at the lower level as he realizes that he is not as visionary as Steve Jobs was.

Christopher R. Hansen‘s hedge fund Valiant Capital holds 258,431 shares of Apple Inc. (NASDAQ:AAPL), representing 17.01% of its equity portfolio. Roumell Asset Management, led by Jim Roumell is another hedge fund with 16.74% of its portfolio invested in Apple Inc. comprised of 31,031 shares.

Disclosure: none

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