Tim Cook says late Apple cofounder Steve Jobs gave him this unforgettable advice before handing over the reins as CEO: ‘Never ask what I would do’

When Tim Cook became Apple's CEO after Steve Jobs' passing, Jobs imparted a crucial piece of advice: "Never ask what I would do, just do the right thing." This guidance, learned from Jobs' own experiences at Disney, was meant to prevent Apple from falling into a cycle of indecision. Cook recounted that Jobs wanted the company to avoid the "paralysis of sitting around and talking about what Walt Disney would do."

Upon taking the CEO position with no pressure to emulate Jobs, Cook followed his own path, solidifying the "DNA" of Apple through core principles of collaboration, focus, excellence, and doing what one loves.