Tim Cook's Apple Takes Shape - WSJ (2014-07-07) For starters, two passages. 1) "The only thing that Steve cared about was creating great products. The company, the employees were only there to facilitate that goal," said another former employee. "Tim is much more worried about everything at the company." 2) Under Mr. Cook, current and former employees say Apple may be spreading itself too thin, pursuing too many ideas and compromising the "laser focus" that Mr. Jobs used to create the iMac, iPhone and iPad. "It was Steve's job to say no," one of these people said. "Tim is not as comfortable doing that." A person close to Apple said Mr. Jobs was an intuitive decision maker, knowing what he liked and didn't like immediately Mr. Cook is more thoughtful and will take extra time to "minimize mistakes."