I wonder about Tim Cook's personal history with computing; he's brilliant at what he does, but he doesn't strike me as a long-time computer enthusiast. Nor does

I wonder about Tim Cook's personal history with computing; he's brilliant at what he does, but he doesn't strike me as a long-time computer enthusiast. Nor does Ive; his enthusiasm is wrapped up in crafting beautiful objects. Obviously there are many other influential execs and engineers at Apple, but I don't know of any with the pure love of Woz or Akio Toyoda, who'd be able and willing to burn a billion dollars to push the limits of desktop computing for its own sake. Simply put, I think they've already checked out of the computer industry. They're now a consumer electronics company that happens to make use of computer-grade hardware and software engineering.