Apple fans and people who tend to follow the Apple-focused technology universe have certainly heard of Leander Kahney, considered one of the largest insiders from the company. In addition to being the creator and editor in chief of the site Cult of Mac, he has also written books about two of the most important figures in Apple’s history: “The head of Steve Jobs” and “Jony Ive: The genius behind Apple’s great products”. Now, Kahney is attacking again – in a good way, of course.

The journalist will launch April 16, the book “Tim Cook: The Genius Who Took Apple to the Next Level” (in literal translation, “Tim Cook: The Genius Who Taken Apple to the Next Level”). Proposing a trip behind the scenes of the Apple, Kahney intends to tell the story of how a man replaced an irreplaceable figure, employing a leadership style very different from his predecessor and mentor.
Among the topics covered by the book, we can expect passages involving Apple’s war with the FBI, Apple’s meteoric rise under Cook – and its sharp fall in recent months -, the executive’s personal positions in a number of sociopolitical aspects and much more.
We spoke briefly with Kahney about the biography, his research process and the author’s own views on Cook. Check it out:
MacMagazine: Tim Cook’s style, as well as his way of leading, is well known. What can we expect from the book in terms of news or new information on the subject?
Leander Kahney: Me no I think Cook’s management style and way of leading are very well known. As you know, Apple is extremely closed and very little of what happens inside is known. For the first time, Apple allowed me to interview some of Cook’s fellow executives, which allowed me to create a much more complete picture of how he leads Apple. So I think there is a lot of new information about what he has been doing internally, including an unprecedented and exclusive account of how he handled the FBI standoff after the San Bernardino attack.
MM: You are one of the most respected Apple journalists today. What are the biggest challenges when covering the company – and, for this book specifically, Tim Cook himself?
LK: Apple is very, very closed. It is difficult to get people to talk about it, even after they leave. To make matters worse, Tim Cook is possibly the most private person in the company. He gave very few interviews over the years, and before becoming CEO he basically stayed out of the spotlight. Even though he was Steve Jobs’ right-hand man for many years and one of Apple’s most influential executives, very little was known about him. So little credit was given to his achievements – how to help Jobs save Apple in the late 1990s by completely transforming his manufacturing operations. He was a key figure in this process, but it was never recognized.
MM: The title of the book states that Tim Cook took Apple to the “next level”, but a lot of people – especially after a tough 2018 – believe he has put the company in a bad direction. How do you see Apple’s recent problems and Cook’s influence on them?
LK: I disagree that he is taking Apple in a bad direction. I know people are arguing about the keyboards of MacBooks, expensive iPhones and a Mac Pro that hasn’t been updated in years, but here are some achievements: the latest Apple Watch is a wonder and it will get even better. AirPods are one of the best technology products of all time. And even with some experts from the Apple world complaining about the latest MacBooks, they are selling more than ever. Everything is up: sales of computers, iPhones, iPads and everything. But there are more important things, like the fact that Apple is operating on 100% renewable energy, which is a huge and important milestone. He is influencing other companies to lead policies against climate change when the Trump administration is turning its back on it. He is in fact reforming Apple’s supply chain. Apple has managed to eliminate slave and child labor from its chain almost completely. The company is more diverse and inclusive than ever. He’s really transforming Apple’s internal culture to make it a better corporate citizen. It is not easy to lead a company of Apple’s size and influence, but I think, overall, it is doing a great job.
“Tim Cook: The Genius Who Took Apple to the Next Level” is already pre-sold on Brazilian Amazon for R $ 74, still in the original version. A translated edition will be launched soon by Editora Intrinsica; there is still no date set for this release, but we will, of course, notify you here.