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Apple’s Jobs Told Cook Not to Ask ‘What Would Steve Do?’: Tech

When Apple Inc. Chief Executive Officer Tim Cook took the microphone at a memorial tribute to Steve Jobs at the company’s campus last week, he shared a piece of advice Jobs gave him before his death on Oct. 5.

“Among his last advice he had for me, and for all of you, was to never ask what he would do. ‘Just do what’s right,’” Cook said. Jobs wanted Apple to avoid the trap that Walt Disney Co. fell into after the death of its iconic founder, Cook said, where “everyone spent all their time thinking and talking about what Walt would do.”