Why I cry when Tim Cook says he has “one more thing”

“It’s an incredible opportunity for us to switch people from Android to iOS. So yes, this is epic. It is epic.”

This quote from Marco della Cava’s piece about Cook in USA Today shows Tim Cook at his most aggressive. While different from Jobs in many ways, Apple’s new CEO shares the unrelenting ambition of his predecessor. Cook wants Apple to explore new frontiers through innovation in both new categories and in existing, successful hardware.

But ambition is not enough on its own. What made Jobs a legend in consumer technology was the fact his ambition came second to his desire for perfection. The potential market for a new device wasn’t as important as the sanctity of its design. If he felt something was out of place, it wasn’t going to be sold, period.

By contrast, Cook comes across as a conqueror rather than a perfectionist. Why is the new iPhone larger? Because it’ll steal market share. He told Charlie Rose at PBS that “it’s [the new iPhone] been about making a better phone in every single way,” but as far as I can tell, he’s never specifically said why a larger screen is a better design.

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