Tim Cook isn't Steve Jobs, and he doesn't want to be, but that doesn't mean Apple shouldn't give a face to their name - a visionary who doesn't have to be their CEO. The problem with Tim Cook has simply been that he'll always be the guy who replaced Steve Jobs, and the two will always be compared. What Apple needs to do, then, is bring in a fresh face who brings life into the company without trying to be seen as the "boss." A VP of marketing, or someone similar, could serve this function as the person who sells Apple's brand, while Cook sell's Apple's products. Jobs was famous for being a micromanager. He would criticize everything about a product in development, down to its shape and size. What was bad for his engineers was great for us, though, as Apple began to churn out products that felt like they were custom made for us. Granted, the disadvantages of these products were and are still being well broadcasted as being less customizable and "open" compared to Google, but we've already established that this is ultimately a strength for Apple.
Jon is the author of the Pixar Theory, the narrative that combines all of the Pixar movies in one timeline. You can read more about his random nonsense on jonnegroni.com
