Take his first hire to run Apple’s (aapl) retail store strategy, former Dixons CEO John Browett, who lasted just six months. “He didn’t fit here culturally is a good way to describe it,” Cook told The Washington Post, in a wide-ranging interview published over the weekend to mark his fifth anniversary as CEO. (He took another year to find someone who did, former Burberry (burby) CEO Angela Ahrendts.)
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Another mistake you may already have forgotten (by design): Apple’s misguided decision back in 2012 to replace Google as the default map app on iPhones—sending people to roads that didn’t exist and completely ignoring public transportation. Cook’s response: Apologize publicly and move on. He told the Post:
Have you noticed that people are asking the question “What would Steve do?” far less frequently?