Apple shareholders earned a total return of more than 2,700 percent during the 15 years Tim Cook (팀 쿡) served as chief executive officer, data showed. The outsized financial results inherited by new CEO John Turners (존 터너스) could be a meaningful burden, but an assessment said he does not need to follow his predecessor’s management style 그대로.

On Sept. 1 (local time), IT outlet NineToFiveMac reported that Apple shares rose a cumulative 2,275 percent from 2011, when Cook became CEO, through last month’s 31st, when he stepped down. The total return including dividends was 2,736 percent. Apple’s market value grew to about $4.6 trillion from less than $350 billion when Cook took office.

The outlet said Turners should not take such figures as his management targets. It cited a management philosophy long stressed by both Steve Jobs and Cook that prioritised good products and the company’s long-term direction over financial performance itself.

Advice Jobs gave Cook carried the same message. Jobs was reported to have told Cook, in effect, not to ask what he would have done but to do what Cook believed was right. Cook also expanded Apple in his own way, rather than trying to replicate Jobs, in areas including the supply chain, services, wearables and Apple silicon.

Turners took office as Apple CEO effective Sept. 1. A former hardware engineer, Turners has led development of key products such as the iPad, Mac and AirPods over about 25 years at Apple. After stepping down as CEO, Cook will serve as chairman of the board, supporting policy and external affairs.

The outlet said, "Rather than repeating Jobs’s or Cook’s success formula, Turners should focus on building an organisation that can make the best products and on establishing a long-term corporate culture and values." Just as Cook succeeded as a very different type of CEO from Jobs, Turners must also create Apple’s next era in his own way, it said.