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Successor Faces Tough Job at Apple

Published on August 26, 2011
by Yukari Iwatani Kane and Jessica E. Vascellaro

Steve Jobs is legendary for a relentless, driving style that has helped him disrupt more industries than any other chief executive of his generation.

The question now: Is his successor, Tim Cook, aggressive enough to muscle Apple into new turf like TV and publishing where the company hasn’t yet established a dominant foothold?

The real test for Mr. Cook will come when he is no longer benefiting from Mr. Jobs’s triumphs and must conquer new markets on his own. Executives in media companies, for instance, are reluctant to give up control of their products and fear Apple will end up eating away at their profits. Mr. Cook must win them over.

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