One of the trickier parts of Tim Cook’s job when he was Apple CEO was walking the tightrope of upholding the company’s values without provoking the ire of the White House over things like immigration policy and DEI.
His new role as executive chairman sees him retain responsibility for government liaison, offering replacement CEO John Ternus some degree of protection …
Past challenges
The challenges Cook faced in the past date back many years. For example, back in 2018, changes to US immigration policy and practice affected thousands of Apple employees. Tim Cook was among a number of CEOs who wrote to the administration stating that the changes were causing “considerable anxiety for many thousands of Apple employees,” as well as “threatening to disrupt company operations.”
Cook faced similar difficulties last year when Trump said that Apple should get rid of its DEI policies. He responded by saying the company would comply with any changes to the law but would not compromise its values.
Cook is now Apple’s official diplomat
Earlier this year, Apple confirmed that Cook’s new role includes responsibility for liaising with governments.
Attending White House dinner next week
Bloomberg reports that Cook will be attending a White House state dinner for China’s president next week. The event takes place at a difficult time for US-China relations, especially over AI.
9to5Mac’s Take
I would wager a large sum of money that the idea of the diplomatic role being Cook’s responsibility came from the man himself. It’s a self-sacrificing move intended to free his successor from unnecessary distractions and controversies.
Ternus will of course still be constrained in what he can say when it comes to Apple’s response to controversial policies and laws, whether in the US, China or elsewhere, but having official responses be the responsibility of someone else does give him more latitude than would otherwise be the case.
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