Tim Cook's short run as Apple CEO has been pretty great.
While the stock has fallen from its heights, it's still up overall since he took over the company.
However, he's not perfect. No one is.
Yesterday, we looked at the smartest things he's done since taking over, we're going to look at the flip side here. We have gathered what we consider to be his biggest mistakes as CEO.
Apple Maps was a mess
We applaud Cook for quickly apologizing for the Apple maps debacle. But, we ding him for letting it happen in the first place. Apple maps should not have gone out until it was ready.
Hiring John Browett
Tim Cook has made one major hire since becoming CEO — John Browett was supposed to lead Apple retail. He was a bad fit and was quickly fired.
Losing control of the narrative on Apple
When Apple's stock went into a tailspin, the narrative on the company very quickly shifted. Cook seemingly did nothing to stop the press from pounding out story after story about Apple's doom. When Apple finally spoke, it was just before Samsung's S4 launch, and it looked weak.
See the rest of the story at Business Insider