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How Apple CEO Tim Cook Succeeded When Everyone Told Him He’d Fail

2 minute read

Apple CEO Tim Cook says his journey to success hasn’t been an easy one.

In an exclusive interview with Fortune, Cook recounts how he dealt with the negative comments after he succeeded the legendary Steve Jobs in 2011. Though Cook eventually proved skeptics wrong — just check out iPhone 6 sales and Apple’s record-breaking $700 billion valuation last month — it wasn’t a smooth ride, including a public meltdown of the buggy Apple Maps app in 2012.

But as Tim Cook told Fortune, there’s no solution other than to ignore the haters — and then get your act together:

I thought I was reasonable at [blocking out negative comments] before, but I’ve had to become great at it. You pick up certain skills when the truck is running across your back. Maybe this will be something great that I’ll use in other aspects of my life over time.

Cook also described just how intimidating it was at first to be Jobs’ successor:

I have thick skin, but it got thicker. What I learned after Steve passed away, what I had known only at a theoretical level, an academic level maybe, was that he was an incredible heat shield for us, his executive team … He really took any kind of spears that were thrown. He took the praise as well. But to be honest, the intensity was more than I would ever have expected.

Cook was named No. 1 on Fortune‘s “World’s Greatest Leaders” Thursday. Read the rest of Fortune’s profile of Tim Cook here.

See Steve Jobs’ Legacy in 16 Photos

Apple Announces Launch Of New Tablet Computer
1976 Apple I was Apple's first computer, which became obsolete within a year. Today, they are auctioned off as collector's items.Justin Sullivan—Getty Images
Steven Jobs
1977 Apple II was the follow up to the Apple I computer. Apple II proved highly successful and spawned several variations.Ralph Morse—The LIFE Images Collection/Getty Images
Apple computer Chrmn. Steve Jobs (R) and technician w. new LISA computer during press preview.
1983 Lisa was Apple's office computer that was the first personal computer to use a graphical user interface. It was a commercial flop, largely because it retailed for a whopping $10,000. Ted Thai—The LIFE Picture Collection/Getty Images
Steve Jobs ist tot
1991 NeXT Station was a workstation computer manufactured by NeXT, a computer company Steve Jobs founded in 1985 after he was forced out of Apple. After Apple acquired NeXT in 1996, Jobs rejoined Apple. Kristy MacDonald—dapd/AP
Pixar's Toy Story 1995 text
1995 Pixar's Toy Story was the film studio's first feature film in 1995. Pixar had spun out from a larger graphics corporation in 1986 with funding from Steve Jobs. Alan Dejecacion—Getty Images
Foreign media photograph and film the new Apple Co
1998 The iMac was originally released in 1998, and it was the first Mac computer to have a USB drive but no floppy disk. Many media outlets heralded it as a game changer. Over two million were sold in two years. John G. Mabanglo—AFP/Getty Images
FILE PHOTO: Farewell In 2011
1999 The iBook was a line of laptop computers designed for use in schools. The computer, called the "iMac to go," was a huge hit with several upgrades over the years. Ted Thai—The LIFE Picture Collection/Getty Images
San Francisco Ca Steve Jobs Apple's Interim CEO Introduces The Macintosh
1999 The Power Mac G3 was a personal computer in the Power Macintosh line. Its upgraded hardware meant it was faster than most other computers on the market. Alan Dejecacion—Getty Images
Apple Unveils iPad 2
2001 Apple opened its first Apple Stores in 2001, with the original two stores in Virginia and California. On the opening day, thousands of Apple fans stood in line and collectively spent over half a million dollars. Justin Sullivan—Getty Images
Apple Launch iTunes Music Store In London
2003The iTunes Store is Apple's online digital media store that redefined the music purchase experience and became a runaway success within years. By 2008, it had become the largest music vendor in the U.S. Ian Waldie—Getty Images
Steve Jobs at MacWorld
2001The iPod followed the release of iTunes and other consumer-facing software. It offered data storage and a sleek design, and soon became the nation's go-to portable music player. Gabe Palacio—Getty Images
Steve Jobs Launches Annual MacWorld Expo
2006 Macbook Pro was Apple's first computer to use Intel Core processors, replacing PowerBook computers. The Macbook Pro line is Apple's latest laptop collection. Justin Sullivan—Getty Images
Apple CEO Steve Jobs Delivers Opening Keynote At Macworld
2005 The Mac Mini was Apple's first consumer-targeted computer to ship without a display, keyboard or mouse, intended to minimize the space taken by a desktop computer.Justin Sullivan—Getty Images
Apple chief executive Steve Jobs unveils
2007 The first iPhone was released after years of speculation that Apple would produce a smartphone. It was known for its large touch screen and finger-touch method, as opposed to using a stylus. It was marketed under the slogan "This is only the beginning." Tony Avelar—AFP/Getty Images
Apple Unveils New Software For iPhone And iPad
2008 The App Store is Apple's online marketplace for downloading and developing apps. It was released alongside its iPhone 3G, and both proved to be massive successes. The App Store logged over 10 million downloads on the first weekend.Justin Sullivan—Getty Images
Apple Announces Launch Of New Tablet Computer
2010 The iPad is an Apple tablet computer that met mixed reviews, as users were not sure if it was intended to replace or supplement laptop use, though many praised its ability to connect to WiFi or 3G. That year, the iPad became the leader in the tablet computer market. Justin Sullivan—Getty Images

 

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