Price is rarely the most important thing. A cheap product might sell some units. Somebody gets it home and they feel great when they pay the money, but then they get it home and use it and the joy is gone.

After Jobs resigned as CEO and became chairman of the board Cook was named CEO of Apple Inc. Cook's direction since becoming CEO was to build a culture of harmony which meant "weeding out people with disagreeable personalities—people Jobs tolerated and even held close like Forstall" although another journalist said that "Apple's ability to innovate came from tension and disagreement. Career
Cook served as the chief operating officer (COO) of the computer reseller division of Intelligent Electronics.

As of 2012 Cook's total compensation package of $378 million makes him the highest paid CEO in the world. In early 2012 he was awarded compensation of 1 million shares vesting in 2016 and 2021 by Apple's Board of Directors. Timothy Donald "Tim" Cook (born November 1 1960) is the CEO of Apple Inc.