One of the significant events of the week is the departure of Tim Cook from the position of CEO of Apple, the company that produces the iPhone. His leadership at the helm of the tech giant shows the growing importance of geopolitics for large global corporations.
Tim Cook is boring. Less charismatic and creative than Apple’s founder and savior Steve Jobs, under his leadership, Apple’s stock value has multiplied by thirteen. This success is largely attributed to his expertise in geopolitics, especially in semi-conductors. This knowledge was honed in his previous roles when he was responsible for Apple’s logistics and supply chains. As a result, he has an intimate knowledge of supply chains, production countries like China and Taiwan, intercontinental transportation, assembly, and distribution.
This expertise proved valuable in at least two recent instances. First, during the coronavirus crisis and its impact on supply chains. It affected Apple’s fully internationalized logistics chain but did not prevent the company’s revenue and profits from increasing. Similarly, during the trade war initiated by Donald Trump a year ago, Tim Cook found ways to diversify sourcing in less affected countries, considering manufacturing in India and bringing back some production to the United States while engaging with government officials for his company’s benefit.
Additionally, Tim Cook has maintained relations with all US presidents, including with Joe Biden at the groundbreaking of TSMC’s giant semiconductor factory in Arizona. He has also been present at Donald Trump’s inauguration for his second term, contributing personally to the event’s funding. Tim Cook’s pragmatic approach and interactions with political leaders globally will continue as he steps down but remains as Apple’s executive president. His role will involve dialogue with political leaders worldwide, including Americans and Europeans, defending American tech companies against European digital services regulation and participating in European procedures against Apple. This engagement will also extend to Asia, especially China, where even though the decisions of Chinese leadership are final, consultations with Tim Cook are valued.
Tim Cook may be dull, but when he speaks, even Xi Jinping listens.
