Steve Jobs 對 Apple 及對公眾有何特殊意義相信已不用多說，而 Steve Jobs 指派 Tim Cook 作為新任 CEO，也是一個理性的決定，他於教主不在位期間將公司打理得有聲有色。但對於內部員工來說，突然少了一位精神領袖，難免會對未來產品的領先設計帶來質疑。然而 Tim Cook 在上任第一天，就向全體員工發放一封讓大家感受自己對新職位的激情與使命。
全文大約為他加入 Apple 是他的最佳職場決定，共與 Steve Jobs 並肩作戰 13 個年頭。今後，依然會依照 Steve Jobs 於主席的位置，給與大家的方向與靈感。Steve Jobs 把 Apple 帶領的作風，已經植入到員工作基因，今後，由 Tim Cook 帶領下依然會跟隨相同理念研發，讓自己、員工與顧客自豪，市場上最好的產品等。
I am looking forward to the amazing opportunity of serving as CEO of the most innovative company in the world. Joining Apple was the best decision I’ve ever made and it’s been the privilege of a lifetime to work for Apple and Steve for over 13 years. I share Steve’s optimism for Apple’s bright future.
Steve has been an incredible leader and mentor to me, as well as to the entire executive team and our amazing employees. We are really looking forward to Steve’s ongoing guidance and inspiration as our Chairman.
I want you to be confident that Apple is not going to change. I cherish and celebrate Apple’s unique principles and values. Steve built a company and culture that is unlike any other in the world and we are going to stay true to that—it is in our DNA. We are going to continue to make the best products in the world that delight our customers and make our employees incredibly proud of what they do.
I love Apple and I am looking forward to diving into my new role. All of the incredible support from the Board, the executive team and many of you has been inspiring. I am confident our best years lie ahead of us and that together we will continue to make Apple the magical place that it is.