The reason why Jobs started to train successors is because he knows that he is sick, uh, this is not a curse, he is really sick, or cancer.

Jobs has a deep love for Apple. After knowing that he has cancer, he would rather try all kinds of strange methods, and he was unwilling to undergo surgical treatment, and even drug treatment. One of the reasons was because he didn't want to leave Apple.

One day, one week.

However, the torture of the disease also began to make Jobs realize that it was time for Apple to find a successor. What if I am gone? What should I do?

And the first to enter Jobs's mind was not Tim Cook, and the genius designer he found after he returned to Apple -Jonathan Avi. He was responsible for the design of most Apple products.

He also understands Apple's core concept than anyone else, but he seems to be only interested in the design of the product, and he is only good at this. For his operation, his ability is slightly insufficient.

The second candidate that Jobs thought of was Cook, and he himself under the old subordinates when he was, Jonathan Robinstein, both of which were called "Jonathan".

He made the power of sweat and horses in the research and development process, but he was too strong and ambitious, and was rejected by Jobs.

And this Jobs will think of Cook, not only because of his outstanding operating ability, but also happy to be a behind -the -scenes hero. He rarely enters the public vision and even converges his light deliberately. At the same time, he is another one.

Excellent management talents.

But Cook also has a fatal disadvantage that he is not a technical genius and is not suitable for products. This is also Jobs’s evaluation of Cook, and it is said in front of Cook's face.

"I don't think you are suitable for products, but I still plan to ask you to be CEO in the future, and as long as I am not in the company, you will host your work."

Therefore, Jobs did not relax the cultivation of Cook, and after encouraging Cook, Jobs cut into the topic again,

"Tim, after the iPhone's supply chain is completed, the key is the follow -up marketing solution. This time it is still hard to you, you have more snacks. By the way, Apple iPhone's advertisement has not been modified yet? Why did you give me it?

Look! "

"Steve, I have arranged for subsequent marketing, and the advertisement has been revised, but you have to take a look at it for a while." Cook said.

During the iPhone's research and development process, Jobs had already ordered Cook to prepare for advertising in advance, and what he was looking for was TBWA advertising company that cooperated with Apple for many years.

Resends it, and he also personally participate in the design of the iPhone advertisement.

"For advertising, I will see it for a while. By the way, Cook, in addition to iPhone advertisements, Apple's retail stores also take advantage of it on the iPhone this time, be sure to renovate again, especially for me retail stores

The exterior walls of 18 glass on each side are changed to 4 huge glass, and even the stairs have to be changed to glass. "Jobs said affirmatively.

Jobs seems to be unique to glass. Whether it is the giant floor -to -ceiling window of Apple retail stores, or the Apple spacecraft headquarters he later designed, they can value this curved figure from them.

"Well, Steve, we are also organizing people to hurry up construction. At present, 84 Apple retail stores in the United States have completed the transformation, and 2/3 of the progress has been completed.

Reform. "Cook said.

"We refuse to create mediocre things. We need to break through our thinking and need innovation." Jobs' innovation is not only reflected in the update of the product, but he can also introduce new and eclectic in terms of sales.

Major innovation.

Jobs always believes that Apple's products are the most perfect and most advanced products. The products of other companies are not worth mentioning. Therefore, he never wants his own products to be put next to Dell or Campa.

Because that will be damaged by Apple. There is another thing that makes Jobs unbearable: the professional quality of the clerk in ordinary retail stores is too bad.

Therefore, he deliberately created Apple's own retail store, and it turns out that Jobs is a great salesperson. He not only changed the entire IT industry, but also affected the industrial development pattern of retail chain.

In Apple's self -operated retail stores, customers can not only enjoy the global high -quality service brought by the purchase of Apple products, but also enjoy the unique Apple culture here and experience the charm of Apple.

I am afraid that there is no company in the world that can be as popular as Apple. In a sense, Apple retail stores are not just places for commodity buying and selling, but also the place where Apple fans are pilgrimage in the world.

Every time Apple's new products are released, almost all of them will arouse the queues of specialty stores around the world. Even the Japanese people who have always been calm and reserved have also shown an enthusiastic side in the face of Apple.

There is no way to calculate how much Apple fans around the world are, but it is certain that Jobs' personal charm, Apple's fashion products, unique Apple culture, and Apple retail stores all over the world constitute a huge magnetic field, which is attracting

More and more people have become apple fans.

And just when Jobs and Cook talked, at this time Jobs's secretary pushed the door and walked in, reminding Jobs to take medicine, and the secretary had prepared the medicine and water.

Jobs then looked at the secretary, then waved directly to signal that the secretary could leave, while Jobs waited for the secretary to leave the medicine directly, but he drank the water again, and then Jobs came directly, and he said directly, and he said directly, and he said directly, and he said directly.

"It's too troublesome to take medicine!"

"..."

And Cook did not say anything, because he was already used to it, and now Jobs can agree to take medicine. It is very good. As for whether it is really eaten, it is not necessary. Besides, this world can persuade

The people of Jobs have not been born yet!

In fact, Jobs islet cancer was discovered as early as 2003, and it did not spread when he found tumor cells. It was easy to successfully cure. Even doctors were full of confidence in successful healing Jobs.

However, Jobs's next move made people surprised. He refused to receive surgical treatment by doctors' suggestions. It was the best treatment at that time.

However, Jobs chose "meditation treatment". To put it plainly, he was meditating. He defeated the "spiritual therapy" with a strong spirit. It was a bit like the "superstition therapeutic therapeutic therapy" of the remaining ash in rural areas in rural areas.

It stands to reason that Jobs is so awesome and so self -self. There is nothing in the world that can enter his heart, but he is so superstitious. Such worship and teachings can be seen from the layout of his bedroom, even

He also went to India to pilgrimage.

Due to Jobs' persistence, the best treatment time was delayed, so that the cancer cells spread, and the disease demon began to torture Jobs in the next few years.

However, in recent years, Jobs has also improved a lot. Under the care of his family, he also began to receive food therapy (diet therapy) and slowly received drug treatment, but he did not eat it when he was eaten, but he still did not undergo surgery.
Chapter completed!