Tim Cook When Steve Jobs returned to Apple and produced the "Think Different" ads and the iMac in his first year, it confirmed what most people already knew: that he could be creative and a visionary. He had shown that during his first round at Apple. What was less clear was whether he could run a company. He had definitely not shown that during his first round.
Tim Cook reflects on Steve Jobs's return to Apple, noting how the "Think Different" advertising campaign and the launch of the iMac reaffirmed Jobs's reputation as a creative visionary. These efforts demonstrated his ability to innovate, which many already believed based on his earlier contributions to the company.
However, there remained uncertainty about Jobs's capacity to effectively manage a company, as he had not proven his organizational skills during his initial tenure at Apple. This aspect of his leadership was still a question mark as he re-entered the corporate landscape.
