Tim Cook新政：沒了喬布斯，蘋果駛向何方？

Tim Cook has made only minor changes since he took over as permanent Apple CEO in August, reports the Wall Street Journal.
華爾街日報報道稱，自8月Tim Cook接手蘋果以來，蘋果只發生了些微小的變化。

That's a relief -- Apple has had an incredible run of success over the last decade. The last thing a new leader needs to do is make changes just to leave his mark.
十年來，蘋果取得了驕人的成績，它的成功有目共睹。而任何一位新上任的CEO都不想讓蘋果葬送在自己手裏，所以大刀闊斧地搞“新政”，是不可能的。

But he has some different opinions than Steve Jobs on some operational matters, and he has paid more attention to the company's corporate structure. For instance:
但在某些管理方式上，Cook和喬布斯有着不同的觀念。Cook更重視公司大局，更重視團隊。比如：

He's considering using some of Apple's more than $80 billion in cash to pay a dividend or buy back stock, two things that Jobs did not consider wise.
蘋果有超過800億的現金，Cook打算用這筆錢爲股東分紅或者回購部分股權。如果喬布斯還在，則絕不會這麼做。

He put a program in place to match employee contributions to non-profits. Jobs was apparently opposed to giving Apple money to charities.
Cook還採取了一套合適的方案來配合員工做慈善。喬布斯則反對用蘋果的錢來做慈善。

He sends more emails and addresses Apple as "Team."
在郵件文末，Cook很少採用個人簽名，而更喜歡採用團隊署名——“Apple”。

He broke up Apple's education division into sales and marketing arms and put the sales group under marketing chief Phil Schiller.
Cook將用戶研究部門拆分爲市場和營銷兩個分支，並由市場總監Phil Schiller統一指揮兩個部門。

He promoted Eddy Cue to senior vice president of cloud services, giving him control over iAds, as previously reported.
Eddy Cue被Cook提升爲雲服務的高級副總裁，由他管理蘋果廣告平臺iAds。

Apart from that, the main changes have been in tone -- Cook is not a product visionary, as Jobs fretted to his biographer Walter Isaacson, and instead is focused on the bottom line.
而最大的變化則反應在戰略基調上。根據Walter Isaacson爲喬布斯寫的傳記中可以看出，喬布斯毫不客氣地評價Cook，認爲他不是一個擁有產品願景的領導者。其實，Cook是務實派，更專注於對公司的打理。