Tim Cook, probably one of the most successful executives in the United States in the eyes of Apple shareholders, steps aside. He leaves the command room of the technology company to remain as executive chairman, a kind of representative presidency. Cook, who has led the Cupertino-based firm for the past 15 years, will continue to handle institutional relations and public policy matters.
His departure has not gone unnoticed by US President Donald Trump, with whom he maintains a close and controversial relationship. “Tim Cook has had an AMAZING PROFESSIONAL career —almost incomparable— and will continue to do magnificent work for Apple and in any other project he decides to get involved in. Simply put, Tim Cook is an incredible guy!”, US President Donald Trump wrote on his social network, in an unusual post praising a businessman who has been criticized in recent months for his closeness to the histrionic US leader.
Cook has been criticized for his flirtations with Donald Trump. Apple’s chief executive was one of those chosen to accompany him during the inauguration of his second term, along with the other tech oligarchs. Later, when the Apple executive visited the Oval Office after the Republican’s return, he brought him a gift of a special crystal with a 24-carat gold base. Meetings between the two have been frequent, such as when the Republican invited executives from major US tech companies to dinner and forced them to invest in the United States.
“I have always been a big fan of Tim Cook, and likewise of Steve Jobs; but if Steve had not been taken from this planet so young —and if he had run the company instead of Tim—, the company would have done well, though nowhere near as well as it has done under Tim’s leadership,” Trump wrote on the social network he created in 2021, when tech companies expelled him from major platforms after his reputation plummeted after he incited a mob of radicals to storm the Capitol and try to prevent the confirmation of Joe Biden’s victory in the 2020 elections.
“For me, it all started with a phone call from Tim at the beginning of my first term. He had a fairly significant problem that only I, as president, could solve. Most people would have paid millions of dollars to a consultant —whom I probably wouldn’t have known, but who would undoubtedly have claimed to know me well—; the fees would have been paid, but the work would not have been done. When I received the call, I exclaimed: «Wow! It’s Tim Apple (Cook) calling! How great is that?». I was very impressed with myself to see that Apple’s top leader was calling me to «kiss my ass». Anyway, he explained his problem —which, certainly, was complicated—; I considered he was right and I took care of solving it quickly and effectively. That was the beginning of a long and very pleasant relationship,” the Republican leader explained without revealing what favor Cook asked of him.
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Apple has gone through several compromising episodes, including investigations by EU competition authorities. Brussels fined it last year for the restrictions it imposes on its Apple Store and payment systems. It has also been subject to the largest fine imposed in European history for tax evasion in Ireland. In addition, it has had problems with its factories in China.
Cook was one of the guests at the White House in February for the private premiere of the documentary about the first lady, Melania Trump. His complacency towards Trump has earned him much criticism. “What I do is interact on public policy issues, not politics itself. I am not a political person on any side. I am not interested in politics,” Cook said recently. “So I remain in a neutral position. I focus on public policies, so I am very pleased that the president and the administration are accessible to talk about them,” he noted.
“During my five years in the presidency, Tim used to call me —though never too frequently—, and I would help him whenever possible. Years later —after having given him three or four «BIG HELPS»—, I began to tell people —anyone who would listen— that this guy is an extraordinary manager and leader. He makes these calls to me, I lend him a hand (though not always, as sometimes his requests are too aggressive!), and he gets the job done, and he does it QUICKLY, without having to shell out a single cent for those very expensive consultants —who charge millions of dollars!— who swarm the city and who, sometimes, solve problems… and other times don’t,” Trump concludes, detailing the close relationship between the two.
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