Apple Deserves A Lot of Praise For Its Charitable and Social Responsible Actions But Does Tim Cook Deserve More Credit
I was listening to a podcast today that focused on Apple and Apple products. One of the hosts described Apple as being courageous in the face of the social and political pressures it had faced over the last three years both from the Trump administration, China's totalitarian regime, and others to today's pandemic raging through the world. I wondered to myself if the host should have applauded Tim Cook himself or Apple. There is no doubt that a vast majority of Apple employees share Tim Cook's social and political views. So much of the employees agrees with Tim's actions and his positions. And certainly, it has also helped that Tim Cook made many Apple employees very rich during his years as CEO and, hopefully, for many more years to come.
Still, I want to examine this question further: Tim Cook the man is responsible for all the accolades that Apple has been showered with or should others in the company also share in it as well? Think for a bit. Okay, back? It may not be just one or the other. As with anything today, there is a scale with Tim Cook on one side and Apple on the other. And I suspect who deserves the most credit is somewhere in the middle.
Perhaps in the early part of Tim Cook's years as CEO, he lead the charge with many changes within Apple as a company. And he had cleaned house during those years. I don't need to go back and rehash all that. And Tim Cook, while he appears to be a nice guy, was as certain as Steve Jobs was in that his vision for Apple be carried out. There were a few rough quarters even as Tim has grown Apple during that time. Today, Apple is the most valuable company in the world that isn't a state backed entity. All Tim's vision.
If Tim Cook did not so openly share his political and social views and believe that Apple as a corporation not only have a responsibility to its shareholders but also a responsibility to the society in general, would Apple still be seen as a successful forwarding looking company that is also trying to change the world?
I think Tim Cook deserved to be seen as the person who made it possible for Apple and other corporations to become more vocal in voicing opinions that in the past corporate boards would stay away from and doing something about it. And that in turn has paved the way for its employees to more openly support similar efforts. Okay, mostly liberal and left leaning positions but that is debate for another someone else to take up.
Whatever your political position, President Trump has declared himself a war president and companies like Apple have responded in kind - tens of millions of N95 masks donated, ventilators shipped to hospitals, and Apple even designed face shields for front line healthcare workers. Apple and others are doing the right thing.
Tim Cook's Apple, including himself, has stepped up during the world's time of needs.
Perhaps, the host is right - Apple is to be applauded for its efforts. After all, this is now Tim Cook's Apple.