{
  "id": 15422149,
  "title": "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’",
  "url": "https://urgent.news/2026/10/18/tim-cook-says-late-apple-cofounder-steve-jobs-gave-him-this",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-18T13:16:57.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/article/tim-cook-says-apple-cofounder-steve-jobs-gave-him-unforgettable-advice-never-ask-what-i-would-do/"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "Former Apple CEO Tim Cook says the advice from Steve Jobs was a “gift” in leading the $4.86 trillion tech giant: “I just put my head down and thought, ‘I’m going to be the best version of myself.”",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}