Tim Cook Captured, Trapped, and Caged

Om Malik has a great piece about Tim Cook and Apple’s current fail mode when it comes to dealing with the Trump administration called A CEO, Captured. M.G. Siegler sees Cook as trapped in his post Aside From That Mr. Cook, What Did You Think of the Movie?

If you haven’t been paying attention, Cook has indeed seemingly been captured by his efforts to hang onto Apple’s success in the face of the Trump administration’s intent to drag everyone into his ever increasing cesspool view of the world. Attending the premiere of the Amazon produced film Melania on the night that Alex Pretti was murdered in Minneapolis is just the latest in a series of what can politely be called missteps by Cook, but in my view more appropriately called sucking up out of naked and unabashed fear.

Cook, hearing the large number of complaints about his latest knee bending issued a memo to Apple employees expressing his heartbreak over the events in Minneapolis and notes that he had a good conversation with the president about trying to deescalate the situation. From the reactions I’ve seen nobody is buying it. Issuing memos designed to be leaked is another cowardly PR move, certainly from a company once admired for its supposed civic conscience.

Sure, corporations are corporations and do what they need to do to protect their market share and shareholders. You can make that argument with assurance until the MBAs are all penned up in the same pasture. But when you’ve built much of your success by heavily marketing civic engagement, and I dare say a civic conscience, it becomes not just a dent in that hard earned reputation, but a tougher row to hoe going forward. But we are living in the age of melting myths and laughing at legends.

Malik posits:

When your company is worth more than most nations, you cannot afford principles that inconvenience presidents. The moral equation changes. What once seemed unthinkable becomes necessary. Cook learned this the hard way after he skipped a presidential photo op and was thrown back under the tariff bus. So now he shows up. He sits in the front row. He claps when expected. This is what happens when valuation becomes destiny.

Siegler says Cook should have pulled out of the event and “has lost his way,” and probably should wait out Trump or the GOPs defeats before passing on his dimmed torch.

I don’t disagree with Malik or Siegler. But if you carry the captured analogy further it makes one wonder if reaching the top doesn’t just turn you into just another zoo animal behind bars.

I wonder if they teach that in business school.Photo by Artem Bryzgalov on Unsplash

You can also find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above.