As Apple gets a new CEO in John Ternus, Tim Cook shares the 4 a.m. morning ritual he stuck by for 15 years in the top job
Tim Cook woke up before 4 a.m. for 15 years to read hundreds of Apple customer emails—and he said it drove him to “work harder and push further.”
After a 15-year tenure as Apple's CEO, the company's current executive chairman, John Ternus, stepped into the role. Tim Cook revealed one daily habit that kept him motivated throughout his leadership. Every morning, starting from his 4 a.m. wake-up call, Cook read customer emails and notes received from Apple users around the world.
This ritual, which he maintained for 15 years, allowed him to stay in touch with the company's global user base, from users who shared emotional stories to those who raised concerns about the products. Cook expressed gratitude for the opportunity to lead Apple and felt a strong sense of responsibility to work harder and push further.
Despite delegating routine tasks to assistants, Cook insisted on personally reading messages, stating that it gave him a "beating heart of our shared humanity" and a deeper obligation to deliver exceptional products.
Written by urgent.news from Fortune's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
