David Pogue, author of the new book Apple: the first 50 yearsinterviewed Apple CEO Tim Cook for CBS’ “Sunday Morning” ahead of the company’s upcoming 50th anniversary.
Tim Cook hopes that Steve Jobs’ principles will be Apple’s DNA in 200 years
Apple, founded in 1976, will turn 50 on April 1.
Cook says Apple, as a company, has to “build new muscle” to recognize the half-century milestone.
Instead, Apple is focused on “what’s next and improving something that exists today,” Cook says. “And you know, trying to look around the corner and give people something they didn’t know they wanted, and that’s why it’s been different.”
A key part of that exercise is reflecting on Steve Jobs, who died in 2011.
Cook says that “the principles that (Jobs) established for the company” “are still relevant today,” such as focusing on enriching lives and doing it all over again.
Cook also says that “it was a great gift to me” that Jobs left him with the advice not to bog down the company wondering what Steve would do after he left, avoiding the Disney problem (after Walt was no longer around to run the company he founded).
Still, Cook says, Steve’s “principles are the DNA of this company 50 years after it was created and I hope they do 100 years and 200 years in the future because they are incredible.”
As for Apple in 2026, Tim Cook says the company is in the group of one:
“I think Apple is a unique place. You can’t replicate it. That’s how I feel. I know a lot of different companies and I think Apple is, you know, in a group of one.”
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