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UBS analyst who questioned Cook on strategy discusses ‘jobs theory,' Apple culture & more
In the earnings call following Apple's Q4 2016 financial results, UBS managing director Steven Milunovich asked CEO Tim Cook a rather pointed question: ‘Does Apple has a grand strategy for what it wants to do over next 3-5 years? Or does it react to the market then decide?'Cook was widely felt to be uncomfortable with the question, and Milunovich has now explained why he asked it, and how well prepared he thinks Apple is for the future …Cook's answer was brief, and somewhat contradictory, talking at once about being confident in its direction and at the same time arguing that it's able to adapt as needed.