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Assessing Apple CEO Tim Cook — Yes, Again

Assessing Apple CEO Tim Cook -- Yes, Again

Tim Cook is probably the most chic CEO in corporate America. 

He has presided over a renaissance in Apple Inc.’s (AAPL) stock-market performance, quieted the hecklers who persistently compared him unfavorably to his predecessor, the fabled Steve Jobs (who succumbed to cancer in 2011) and showed that he has the goods to lead Apple in the aftermath of the Jobs years.Plus, by coming out so publicly in the pages of BusnessWeek magazine, Cook served as an inspiration for plenty of people.

But, as John Huston said so memorably in “Chinatown:” “The future, Mr. Gittes.”

What do you reckon Apple’s future looks like under Cook?

Cook finally announced some new Apple products — such as a watch and a payment program tied to the iPhone. He presided over Apple’s gargantuan, $3 billion acquisition of Beets, too.

Even though the dashing Jobs has departed the scene, Apple remains one of the most engrossing companies in the world. Even though it has failed, in the Cook years, to follow up the iconic “i” product line with anything remotely as dynamic, all eyes are fixed on Apple. And even though — let’s face it — Cook is practically as lively as Siri in his public proclamations, reporters flock to quote his words.

I have chided Cook’s Apple for its failure to come up with an array of — or even one — life-changing new products. It seemed as if Apple was now regressing and might be afraid of failing n the marketplace. Instead, Cook, has steadfastly trundle out the latest line of iPad or iPhone. And yes, the public has gobbled them up. People are STILL faithfully standing outside Apple stores where I live in Manhattan to buy the iPhone 6. Cool is laughing at me all the way to Fort Knox.

But you can’t recycle aging products forever, and just slap a new number on them — or can you?

I wonder what has happened to Apple’s daring, its sense of adventure its patented adventurous streak. Did that go away with Jobs, too? Is Cook simply biding his time before dropping a bombshell on all of us doubters?

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