My intuition already knew that joining Apple was a once in a lifetime opportunity to work for the creative genius, and to be on the executive team that could resurrect a great American company." Cook closed factories and warehouses, and replaced them with contract manufacturers; this resulted in a reduction of the company's inventory from months to days.
Predicting its importance, his group invested in long-term deals such as advance investment in flash memory from 2005 onward, guaranteeing stable supply of what became a key i Pod Nano, then i Phone and i Pad component.
Cook also explained that he had been open about his sexuality "for years" and, while many people at Apple were aware of his sexual orientation, he sought to focus on Apple's products and customers rather than his personal life.
John Browett, who was Senior VP of retail, was dismissed six months after he commenced at Apple, when he received 100,000 shares worth US$60 million.
Forstall's duties were divided among four other Apple executives: design SVP Sir Jonathan Ive assumed leadership of Apple's human interface team; Craig Federighi became the new head of i OS software engineering; services chief Eddy Cue became responsible for Maps and Siri; and Bob Mansfield, previously SVP of hardware engineering, became the head of a new technology group.
Cook is a fitness enthusiast and enjoys hiking, cycling, and going to the gymnasium. He uses an off-campus fitness center for privacy, and very little is known about his personal life.
He explained in October 2014 that he has sought to achieve a "basic level of privacy".
In January 2011, Apple's board of directors approved a third medical leave of absence requested by Jobs.
During that time, Cook was responsible for most of Apple's day-to-day operations, while Jobs made most major decisions.
One commentator said that Forstall was forced to step down, as Cook "decided to lance the boil as internal politics and dissent reached a key pitch".
Since becoming CEO, Cook focused upon building a harmonious culture that meant "weeding out people with disagreeable personalities—people Jobs tolerated and even held close, like Forstall"; In December 2017, Cook was a speaker at the World Internet Conference in China, where he stated that “the theme of this conference—developing a digital economy for openness and shared benefits—is a vision we at Apple share.
During his tenure as the Chief Executive he has advocated for the political reformation of international and domestic surveillance, cybersecurity, corporate taxation both nationally and abroad, American manufacturing, and environmental preservation.
In 2014, Cook became the first Chief Executive of a Fortune 500 company to publicly identify as gay.
On October 29, 2012, Cook made major changes to the company's executive team.