Apple Inc. (NASDAQ:AAPL) CEO Tim Cook is furious over the newly released book Haunted Empire: Apple After Steve Jobs. Written by the former Wall Street Journal reporter Yukari Iwatani Kane, the book was launched on Tuesday. The book presents Tim Cook and the late Steve Jobs as foils. Yukari says that Apple has become a traditional company under Cook because Cook is a traditional delegator, while Steve Jobs was a creative micromanager.
Apple has seen many such doubters in its long history
Tim Cook said in a statement to CNBC that the book is utter nonsense. It failed to capture Steve Jobs, Apple Inc. (NASDAQ:AAPL) or anybody in the tech giant. He reiterated that about 85,000 employees of the iPhone maker do their best work every day to create the best products in the world. That’s been at the heart of Apple since beginning. Expressing confidence about the company’s future, Cook said Apple had many doubters at various points of time.
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Author Kane responded to Cook’s statement in an email to Re/code. She said that Cook’s strong feelings about the book suggest that it has touched a nerve. She wanted this book to be thought-provoking, which she has achieved. However, poor reviews on Amazon would perhaps speak louder than Cook. Kane’s book has a miserable 1.5-star rating on the world’s biggest online retail platform. Most readers have criticized the book for lacking depth, and tagged it as “guesswork.”
Kane says Apple is entering a decline phase
Yukari Iwatani Kane wrote the book Haunted Empire after interviewing about 200 former and current Apple Inc. (NASDAQ:AAPL) executives, business partners and industry experts. She is critical of the company’s performance under Tim Cook. The book concludes that Apple is entering the decline phase without Steve Jobs at the helm. Shares of the iPhone maker have declined more than 23% since the September 2012 peak of above $700.
Apple Inc. (NASDAQ:AAPL) shares ticked up 0.27% to $532.75 in pre-market trading Wednesday.