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usiness apple<br />
Tim Cook has big<br />
apple-selling shoes<br />
To fill<br />
Apple is due to unveil the iPhone 5 at<br />
its Cupertino campus on Tuesday, and<br />
the question uppermost on our minds<br />
is: Will the new CEO Tim Cook be able<br />
to match his predecessor Steve Jobs’<br />
presentations and sales-pitch abilities?<br />
By SIPHO HLONGWANE.<br />
Photo: Tim Cook (REUTERS)<br />
It’s not just that Apple makes seriously<br />
good consumer electronic<br />
things. It’s about the cult as well.<br />
The carefully crafted cult of Apple.<br />
We invite you to peak into<br />
your nearest trendy coffee shop<br />
and take note of all the glowing<br />
Apples to see what we mean.<br />
A massive part of building and<br />
sustaining that cult (or “trade dress”, if you will) were<br />
the presentations the legendary Apple front man Steve<br />
Jobs used to give when launching the latest gadget. He<br />
could convince Apple fans in the space of two hours that<br />
they not only needed the thing he was holding in his<br />
hands, but that if they didn’t get it, their lives would be<br />
ruined.<br />
So important are the presentations the performance<br />
of Tim Cook, the new CEO of Apple, is going to be more<br />
closely monitored than the company’s stock when Jobs<br />
stood down a few weeks ago.<br />
Cook couldn’t have chosen a better time to make his<br />
first presentation as company CEO – he will be unveiling<br />
the new iPhone 5.<br />
It will be an industry leader, but if iPhone 5 doesn’t<br />
do as well as its predecessors (even in these economic<br />
doldrums), no doubt many will blame Cook for fluffing<br />
his first impression.<br />
Read moRe:<br />
1. New Apple chief faces first test at Apple iPhone 5 launch in the Telegraph<br />
2. Tim Cook’s time to shine with new Apple iPhone in Reuters<br />
tuesday - 4 october 2011
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