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库克在苹果确立了他自己的管理风格

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Tim Cook promised that Apple Inc. wouldn't change when he took over the company's helm from Steve Jobs in August.


2011年8月蒂姆•库克(Tim Cook)从史蒂夫•乔布斯(Steve Jobs)手中接过掌门人一职时，曾表示苹果公司(Apple Inc.)不会发生变化。库克是苹果的资深员工，2005年成为首席运营长，曾在乔布斯多次因病休假期间代为执掌公司。



But the low-key Mr. Cook has already put his operational mark on Apple in ways that suggest the company won't be entirely the same as under its intense and tempestuous co-founder.


其实一向行事低调的库克已在苹果确立了他自己的管理风格。这预示着，与共同创始人乔布斯狂风骤雨般的激情管理方式相比，苹果公司在库克的领导下可能将有所不同。



In recent weeks, Mr. Cook has tended to administrative matters that never interested Mr. Jobs, such as promotions and corporate reporting structures, according to people familiar with the matter. The new chief executive, 50 years old, has also been more communicative with employees than his predecessor, sending a variety of company-wide emails that address Apple employees as 'Team,' people close to the company said.


据知情人士透露，最近几周，库克已经在对行政事务进行管理，如员工晋升和业务汇报架构等，而这些事情乔布斯是从来不感兴趣的。了解公司内幕的人士透露，与乔布斯相比，现年50岁的库克加大了与公司员工的沟通力度，经常向全体员工发送电子邮件，称员工为"团队"。



Mr. Cook has also displayed some different corporate philosophies from Mr. Jobs. The new CEO recently announced a charitableprogrampromising Apple would match employee donations to non-profits of up to $10,000 a year, starting in the U.S. In contrast, Mr. Jobs said at a company off-site meeting last year that he was opposed to giving money away, according to a person who attended.


库克还表现出一些与乔布斯不同的经营理念。近期他宣布了一项慈善计划，承诺公司每年将会在员工在向非盈利组织捐款时同时追赠与该员工捐款相同的金额（以每人10,000美元为上限），该活动将首先从美国开始。这与乔布斯不同：据一名与会者说，在2010年苹果公司的一次外出静思会上，乔布斯说他反对企业捐款。



Much about the technology giant hasn't changed and isn't expected to. Mr. Cook, an Apple veteran who became chief operating officer in 2005 and who ran the company during Mr. Jobs's multiple medical leaves, isn't a fan of reorganizations, said a person familiar with the matter. He is also a fiercebeliever in Apple's culture, which prizes product development and design and preaches intense secrecy.


这家技术巨头公司有很多地方没有发生变化，估计也不会发生太大变化。一位知情人士表示，库克并不热衷于对公司进行重组。库克还是公司文化的坚定支持者，苹果公司的文化推崇产品的研发和设计工作，并实施严格的保密措施。



But the moves Mr. Cook has made since he officially took over the CEO title on Aug. 24 provide signs of how he will seek to run Apple in the years ahead, imposing more discipline on a place that for years was guided by Mr. Jobs's gut.


然而，库克自8月24日正式担任首席执行长以来所采取的一系列措施已经为他在未来几年里将如何经营苹果公司提供了一些线索：未来苹果的发展将更有计划性，而不是像乔布斯时代一样，基本上由乔布斯的个人直觉来主导。



An Apple spokesman declined to comment and said Mr. Cook wasn't available for an interview.


苹果公司一位发言人不愿对此发表评论，并表示库克目前不方便接受采访。



A supply chain whiz fluent in sales charts and forecasts, Mr. Cook is a disciplined manager and a contrast to Mr. Jobs, who had little patience for management matters, according to friends and colleagues of both.


库克是供应链管理方面的奇才，并擅长销售分析与预测。两人共同的朋友和同事说，库克是个处事很有条理的管理者，不像乔布斯那样对管理工作缺乏耐心，



Mr. Cook is accessible, and over the years served as a sounding board for executives who wanted advice on approaching Mr. Jobs, former Apple employees say.


曾在苹果工作过的一些员工说，库克更加平易近人，在过去的几年里，如果有高管想向乔布斯谏言的话，往往会请求库克代为传话。



In recent weeks, Mr. Cook has restructured Apple's big education division that deviated from the company's overall organizational structure, according to a person familiar with the matter.


一位知情人士透露，最近几个星期，库克重组了苹果公司庞大的教育培训部门，因为该部门长期游离于公司整体的组织架构之外。



For years, that business had operated fairly independently. Mr. Cook split the business into a sales arm and a marketing arm and incorporated the groups into their respective company-wide divisions, said this person.


这位知情人士说，苹果的教育培训部门一直处于相对独立的状态。库克将该部门拆分成销售和营销两大职能，并将其纳入相应的公司级业务部门。



The move streamlined Apple's structure and increased the responsibilities of senior vice president of world-wide product marketing Phil Schiller and John Brandon, a vice president who oversees many of Apple's sales channels and has worked closely with Mr. Cook for years, this person said. Apple's education head John Couch, who had reported to Mr. Cook, now reports to Mr. Schiller.


据该知情人透露，此举优化了苹果的组织结构，强化了全球产品营销资深副总裁菲尔•席勒(Phil Schiller)和副总裁约翰•布兰顿(John Brandon)的职责。布兰顿负责苹果许多销售渠道的管理工作，多年来一直与库克紧密合作。苹果教育培训部门的负责人约翰•考奇(John Couch)以前直接向库克汇报工作，现在则向席勒汇报工作。



Within days of taking over, Mr. Cook also promoted vice president Eddy Cue to Apple's senior vice president of Internet software and services, bumping up the title of one of the company's most visible executives.


接手公司仅几天，库克就提拔副总裁艾迪•库伊(Eddy Cue)为互联网软件及服务资深副总裁，让这名苹果公司最为外界瞩目的经理在职务方面更进了一步。



Former executives and people close to Apple say they also expect Mr. Cook to be more open with shareholders and customers than Mr. Jobs, citing Mr. Cook's willingness to meet fairly regularly with investors over the years.


苹果前高管和知情人士说，比乔布斯相比，他们认为库克与股东和顾客的沟通会更开放，因为库克多年来一直乐意与投资者定期举行会议。



'Steve thought he had all the answers,' said Toni Sacconaghi, a research analyst who covers Apple for Sanford Bernstein & Co. 'I am not sure Tim thinks he has all the answers.' Mr. Sacconaghi also describes Mr. Cook as 'surprisingly candid' about parts of the company, such as its iPhone expansion strategy.


投资银行桑福德伯恩斯坦公司(Sanford Bernstein & Co.)负责研究苹果公司的分析师托尼•萨克纳西(Toni Sacconaghi)指出，"史蒂夫觉得自己无所不能，而我不敢确定库克是否也是如此。"萨克纳西还说库克在一些事情上"出乎意料地坦率"，如iPhone手机的扩张策略等。



One area people expect Mr. Cook to eventually focus on is what to do with Apple's $81.6 billion in cash and cash equivalents. Mr. Jobs was opposed to stock buybacks, according to former Apple executives.


大家普遍认为，库克最终会关注到如何使用苹果的现金问题，苹果目前有816亿美元的现金和现金等价物。据苹果前高管透露，乔布斯一直反对回购股票。



But Mr. Cook seems open to more traditional options for Apple's cash hoard, such as dividends or a buyback, say people who have discussed the matter with Apple executives.


与苹果高管就现金使用问题进行过讨论的知情人说，库克似乎更倾向于采用相对传统的方法来使用公司的现金储备，如向股东派息或回购股票。



On the company's fiscal fourth quarter earnings call last month, Mr. Cook said, 'I'm not religious about holding cash or not holding it.'


2011年10月，库克在苹果第四财季盈利情况电话会议上说，"在是否持有巨额现金的问题上，我不会过于执着。"



Any such moves would be up to all of Apple's directors, of which Mr. Cook is one, and wouldn't likely happen soon, according to one of these people.


据苹果公司的一名董事透露，苹果的所有董事将共同决定采用什么方法来使用现金，而库克仅是董事会中的一员，这一决定不太可能在近期做出。



One other difference with Mr. Jobs: Mr. Cook is 'not a product guy,' his colleagues and friends often say. That's a sentiment Mr. Jobs himself echoed to author Walter Isaacson in a recently published biography.


库克的同事跟朋友经常说，库克与乔布斯的另一大区别在于：库克"不是一个产品奇才。"在最近出版的由沃尔特•艾萨克森(Walter Isaacson)撰写的乔布斯传记中，乔布斯对库克也做出了类似的评价。



People close to the company question whether Mr. Cook can continue the string of hits that have made Apple the world's largest technology company.


一些熟悉苹果公司的人表示疑虑：库克是否领导苹果推出更多具有轰动性的新产品，继续让苹果公司成为全世界最大的科技企业。



In the past, Mr. Cook once asked an employee briefing him on a new service, 'tell me again how this helps me sell more phones,' according to this person.


一名员工还透露，库克曾要求他向其汇报一项新服务，库克当时对他说道，"再给我介绍一下，这种服务怎么能帮我卖出更多的手机？"



JESSICA E. VASCELLARO


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