Tim Cook’s letter to Apple employees: “I love Apple” and “Apple is not going to change”

Tim Cook’s letter to Apple employees: “I love Apple” and “Apple is not going ...

Freshly minted Apple CEO Tim Cook has sent a letter out to Apple employees this morning, reports Ars Technica. The letter contains words of encouragement and reassurance that Apple is ‘not going to change’. Cook says that Apple will stay true to the culture that Steve created.


I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. Joining Apple was the best decision I’ve ever made and it’s been the privilege of a lifetime to work for Apple and Steve for over 13 years. I share Steve’s optimism for Apple’s bright future.

Steve has been an incredible leader and mentor to me, as well as to the entire executive team and our amazing employees. We are really looking forward to Steve’s ongoing guidance and inspiration as our Chairman.

I want you to be confident that Apple is not going to change. I cherish and celebrate Apple’s unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that—it is in our DNA. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do.

I love Apple and I am looking forward to diving into my new role. All of the incredible support from the Board, the executive team and many of you has been inspiring. I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.


The letter comes from a solid source who has provided Ars with information before and the email headers seem to indicate its veracity.

Cooks letter definitely presses all of the right buttons, as should be expected by any incoming CEO. He touches on Apple’s history of innovation and his personal relationship with Steve. He also indicates that Steve will continue to steer the company from his position as Chairman. I honestly wouldn’t be surprised if Jobs had a hand in crafting this letter internally.

What stands out for me is the choice of words here. CEO’s do not normally use phrases like ‘I love’ when describing their companies. Well, unless you’re Steve Jobs of course, who has used the phrase many times. He also speaks of things like staying true to Apple’s DNA, emphasizing that they are out to create products that are enjoyed by humans and made by humans.

The letter is warm and human. Very little about it screams ‘corporate speak’, which is a far cry from most incoming CEO letters. Apple is a company built on incredible business acumen, for sure. But it is also a company built on words like ‘optimism’, ‘magical’ and ‘inspiring’.

It’s signed simply, with a signature that we should all get used to seeing more of, ‘Tim’.

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