Tim Cook’s Apple is unquestionably the dominant technology firm on the planet today and whilst they hold a position of considerable power in the consumer market place, Apple couldn’t do it without a collaborative culture internally and without calling upon the expertise of other firms in their supply chain and ecosystem.
Apple is a formidable force but its success has always been built in collaboration with others – the iTunes world is a mesh of partnerships and the products themselves draw on a selection of select external partnerships. When people muse over the details of Samsung being a supplier to Apple as well as a competitor they miss the point – Apple can’t have all the smart people and smart technology in-house – they have always work pragmatically in partnership.
This belief in collaboration was communicated clearly as the world gained an insight into Tim Cooks view of the company and how it was shaping up one year on without Steve, and this “collaborative DNA” came through in his Bloomberg interview last week.
There have been some heads rolling at Apple lately. How did he see the shake down and personal changes?
“The key in the change that you’re referencing is my deep belief that collaboration is essential for innovation—and I didn’t just start believing that. I’ve always believed that. It’s always been a core belief at Apple. Steve very deeply believed this.”
Despite being very much part of the IPhone promo-video Steve Forstall took a bullet last month and the stars of Apple had to realign. As people speculated if the change was down to the muted response to the iPhone5’s non-too-radical feature set or the crashing disappointment of the maps fiasco – Tim is now framing the change in terms of a culture of collaboration.
“You have to be an A-plus at collaboration. And so the changes that we made get us to a whole new level of collaboration. We’ve got services all in one place, and the guy that’s running that has incredible skills in services, has an incredible track record, and I’m confident will do fantastic things.”
Collaboration is a mindset and a competence – but you also need to be values aligned with the guys you are working with. Like rowers in a boat – there needs to be unity, and clearly Tim has found that affinity with Brit, Jony Ive.
“I love Jony. He’s an incredible guy, and I have a massive amount of respect for him. What bonds us? We both love Apple. We both want Apple to do great things. We both subscribe to the same principles. We believe in the simple, not the complex. We believe in collaboration. We both view Apple as here to make the best products in the world. So our values are the same.”
The Jobs era was legendary –part inspired genius, part tyrant – very much in control and having the last word. But you do get a sense of changes under Tim Cook – acting as a connector of the talent rather than the master.
“Whether there’s something that I think I know really well or I don’t know at all…I always enlist other people, because the people around the table are phenomenal people. And I’ve always found even when I thought I knew the most that there was something more that could be added and make it even better.”
But what is it in the water in Cupertino… or have these guys mastered some kind of process?
“Creativity is not a process, right? It’s people who care enough to keep thinking about something until they find the simplest way to do it. They keep thinking about something until they find the best way to do it. It’s caring enough to call the person who works over in this other area, because you think the two of you can do something fantastic that hasn’t been thought of before. It’s providing an environment where that feeds off each other and grows.
“Creativity and innovation are something you can’t flowchart out. Some things you can, and we do, and we’re very disciplined in those areas. But creativity isn’t one of those. A lot of companies have innovation departments, and this is always a sign that something is wrong when you have a VP of innovation or something.”
The full transcript of Tim Cooks excellent Bloomberg interview can be found here.