FORTUNE -- Tim Cook, as he would be first to admit, was not born with Steve Jobs' gift for gab.
But it doesn't help that he -- and the rest of Apple's (AAPL) senior staff -- still talk as if there were no adjectives in the English language but the handful that Jobs used again and again.
Apple's rhetoric already felt impoverished in 2009, when the attached YouTube clip was made. In Tim Cook's flat Southern drawl, it's dead on arrival.
It's a wise CEO who recognizes when something's not working -- even if it's his own stage performances -- which is one of the reasons many Apple watchers saw his hire of Burberry CEO Angela Ahrendts as a good omen.
Ahrendts has been brought on to run Apple's retail operations, but she also has the makings of a first-rate frontwoman.
Not all the videos I posted when Ahrendts was first hired are as slick as the promo she did for Salesforce (See 'THIS is the entry into the brand'). Her 2010 commencement speech at Ball State was a shadow of the one Jobs gave five years earlier at Stanford (and which she says inspired her).
But her recent LinkedIn posts suggest that she might just have a gift that Apple lost when Steve Jobs died. Here she is writing, appropriately enough, about how a well-managed company hands over the reins to a new leader.
Too often management transitions are viewed with fear or suspicion, when they should be the ultimate example of a natural and healthy organizational evolution. In fact, I believe succession planning is one of the greatest responsibilities you have as a leader -- so when your time comes to move on, your team not only doesn't miss a beat but gains in momentum, embracing new challenges and realizing future opportunities.
Shouldn't our ambition as leaders be to make a transition something to be celebrated rather than merely managed? And isn't the reality that a successful transition could in fact be your greatest legacy?
See what I mean? One hundred and two words and not one "incredible," "awesome" or "really cool."
Apple's new retail chief on the blurring of the physical world and social media.
FORTUNE -- "I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social."
So begins Burberry CEO Angela Ahrendts in this four-minute YouTube video promoting her store's partnership with Salesforce (CRM). It was shot a year before Tim Cook tapped her to be Apple's (AAPL) new MOREPhilip Elmer-DeWitt - Oct 22, 2013 7:18 AM ET
The new -- and only -- woman in Apple's top ranks is the talk of the tech world.
FORTUNE -- Tim Cook's pick to head his retail operations may be famous in the fashion business, but it took Apple (AAPL) watchers -- most of whom have never set foot in a Burberry outlet -- much of Tuesday to figure out who Angela Ahrendts is.
Then the pundits weighed in.
Henry Blodget, Business Insider: "One question that arose MOREPhilip Elmer-DeWitt - Oct 16, 2013 10:23 AM ET
Angela Ahrendts' move to Apple is big news in Britain and the fashion world.
FORTUNE -- Having apparently learned his lesson when he went down market and tapped John Browett, the head of Dixons, to run Apple's (AAPL) retail empire, Tim Cook went up market this time and replaced Browett with the CEO of a 157-year-old British luxury brand.
By the time Americans woke up to the press release announcing that Angela Ahrendts, the MOREPhilip Elmer-DeWitt - Oct 15, 2013 7:45 AM ET
Mass-market tastes are changing at a rapid clip.
By Brian Dumaine, senior editor-at-large
FORTUNE -- At today's town hall meeting at Fortune's Global Forum in Chengdu, China, leaders of some of the world's largest corporations engaged in a lively debate over the shape of China's changing culture. Mass-market tastes -- especially among China's younger generation -- are changing fast as urbanization, technology, and travel remake consumer experiences and demands. The panelists discussed what MOREJun 6, 2013 6:50 AM ET
Ahrendts is making Burberry (yes, Burberry) into an innovation machine.
By Beth Kowitt, writer
FORTUNE -- Last May, Burberry CEO Angela Ahrendts flew to California from her London headquarters to introduce herself to an executive she thought could be critical to the future of her business: Salesforce.com CEO Marc Benioff. When the two met at the Ritz-Carlton in Half Moon Bay, they stood in the hall batting around ideas for 15 MOREJun 5, 2012 5:00 AM ET
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