Mr. Cook’s command of detail causes underlings to enter meetings with trepidation. He leads through interrogation, with a precision that has reshaped how Apple staff work and think.
“The first question is: ‘Joe, how many units did we produce today?’ ‘It was 10,000.’ ‘What was the yield?’ ‘98%.’ You can answer those and then he’d say, ‘Ok, so 98%, explain how the 2% failed?’ You’d think, ‘F—, I don’t know.’ It drives a level of detail so everyone becomes Cook-like,” said Joe O’Sullivan, a former Apple operations executive. He said Mr. Cook’s first meeting with staff the day he arrived in 1998 lasted 11 hours.
Middle managers today screen staff before meetings with Mr. Cook to make sure they’re knowledgeable. First-timers are advised not to speak. “It’s about protecting your team and protecting him. You don’t waste his time,” said a longtime lieutenant. If he senses someone is insufficiently prepared, he loses patience and says, “Next,” as he flips a page of the meeting agenda, this person said, adding, “people have left crying.”