Tim Cook is fundamentally an operations person who drives cost out of the supply chain. During his time as CEO, Apple seems to be innovating in the supply chain

Tim Cook is fundamentally an operations person who drives cost out of the supply chain. During his time as CEO, Apple seems to be innovating in the supply chain instead of the products. At Apple's scale, building your own chips and iPhone screens makes sense but doesn't intrinsically add value to customers. I wish Apple would invest as much in their software as they do in reducing cost. Fortune Magazine in 2008: Think of Cook’s contribution like this. There are two basic ways to get great profit margins: Charge high prices or reduce costs. Apple does both. The marketing and design drive consumers wild with desire—and make them willing to pay a premium; Cook’s operational savvy keeps costs under control. Thus Apple is a cash-generating machine. Cook has called the company a place that is “entrepreneurial in its nature but with the mother of all balance sheets.” At last count that meant $24.5 billion in cash and no debt.