After Steve Jobs: Why Apple Wonâ€™t Change [OPINION]

**Waqas** · August 25, 2011

Even for a man who likes his product launches planned in minute detail, Steve Jobs’ exit from the role he has inhabited for the last 14 years was meticulously well-executed.

Jobs’ resignation letter hit the wires several hours after the New York Stock Exchange had closed for the day, allowing major investors time to digest the news. The letter was direct, simple and moving, as we’ve come to expect from Jobs’ public pronouncements. But most importantly, it made clear that this moment had been planned for some time. The letter was immediately followed by a press release from Apple, which revealed that Tim Cook had already been installed as CEO by the board.

And that “new role” Jobs referred to in his letter? Chairman of the Board. He wouldn’t actually be leaving the company. He would, as his letter said, still be “contributing to [Apple]‘s success.”

In short, it’s hard to imagine a smoother transition to the Cook era at Apple. And that reflects the fact that not a lot is actually changing here. Let the markets react how they may, and let analysts criticize Apple for not announcing its succession earlier; this, as we all know, is not a company that likes to launch anything ahead of time.

Unofficially, of course, we’ve been in the Cook era for some time. Tim Cook, the son of a shipyard worker, has been running Apple’s day-to-day operations as COO since 2007. He served as temporary Apple CEO in 2004 and 2009, while Jobs underwent treatment for pancreatic cancer and had a liver transplant respectively. And he has been effectively occupying the top job again this year, since Jobs took medical leave in January.

Part of Jobs’ business genius is that he has set up a company that can run like a well-oiled machine without him at the helm — which is, after all, the ultimate goal of any CEO. Jonathan Ive, Apple’s maestro of product design, will ensure that future Apple devices look and feel as beautiful as ever. Senior VP Scott Forstall is the software guru for iPhone and iPad. Cook makes the trains run on time — and given that he left then-secure Compaq for then-moribund Apple in 1998, his instincts have a good track record.

The only question mark truly hanging over Apple: How will Cook handle its world-famous product announcements? Nobody can anchor a keynote like Jobs, certainly not the understated Cook or the overly enthusiastic marketing chief Phil Schiller. If Apple (and the world) is lucky, Jobs will be well enough to launch the iPhone 5 this fall. And if not, he’s certainly given his replacement plenty of time to prepare for the spotlight.

For a foretaste of how the new CEO might do, check out Cook’s commencement speech at Auburn University last year: