Apple News, , , , , , , , , , , — May 30, 2012 18:15 — 0 Comments

Cook plays it cool as he steps out of the shadow of Steve Jobs

Tim Cook; Apple; Steve Jobs; CEO; All Things D; Conference; California; Apple TV; iTunes; Facebook; iPhones; iPad

My role was never to replace him, says Tim Cook, speaking about his predecessor, Steve Jobs

Apple chief visited the D: All Things Digital conference to answer questions about his predecessor, Apple TV, Facebook and more

In his first live media interview, at the annual  D: All Things Digital conference in California, Apple’s chief executive Tim Cook said he is not trying to be the next Steve Jobs. “Steve was a visionary. My role was never to replace him,” he told technology, media and entertainment executives.

Despite being questioned from over an hour Cook gave little away regarding insights on Apple’s products and strategies, but said Apple would “double down on secrecy on products” and that Apple TV remains “an area of intense interest”.

Regarding a possible integration with Facebook via iTunes or on the iPhone, he said: “Our relationship is good. I think we can do more with them. Stay tuned.”

But, the BBC reports, he reserved some of his strongest statements for protecting intellectual property. Rather than agree that the legal battle over patents between Apple and Samsung was taking a toll on innovation, he instead pointed toward patent piracy in general.

“It’s important that Apple not be the developer for the world,” he said. “We can’t take all of our energy, and all of our care, and finish the painting and have someone else put their name on it.”

When asked, how Apple would change under his leadership, Cook skirted the question several times, but ultimately deferred to Steve Jobs’ legacy as Apple’s founder and chief executive. “Steve was a visionary. My role was never to replace him. He was an original.”

Adam Lashinsky, author of Inside Apple: How America’s Most Admired -and Secretive — Company Really Works, attended the talk and said that the new Apple CEO came across as confident and self-assured.

“I’ve never felt the weight of trying to be Steve. It’s not who I am and it’s not my goal in life I am who I am, and I’m focused on that, and being a great CEO of Apple,” Cook told the conference.

“We saw an extremely confident, intelligent, comfortable man who has replaced a legend, ” said Lashinsky. “I think it was very reassuring to see this strong hand on the steering wheel at Apple.”

Tim Bajarin, a technology analyst who has followed Apple since 1981 said: “Make no mistake, this is an incredibly strong leader whose vision and goal is to protect the Apple culture.”

“People don’t really understand how sick Jobs was the past two years of his life. Tim basically has been running the company for over two-and-a-half years.”

“He has the respect and the allegiance of the staff. As a result, that’s why we haven’t seen Apple skip a beat.”

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About the author

Tony Myers has written 866 articles for Smart Movie Making

Fooling around with the iPhone since 2010. Taking it to the next web by writing about new media, new technology, new wave cinema and the digital revolution.

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