When Tim Cook took over the reigns from Apple, we were all afraid of the consequences. Was this golden horse that seemed to poop gold going to turn into something more mundane, we all wondered? There’s nothing worse than regular horse poop, I can attest, being surrounded by horse police in the Netherlands that seem to serve no other function than that. But back to Apple.

Apple survived. As Steve Job’s bio read, there was a five-year plan and Apple had lots of products in its pipeline. The problem turned out to be that this and Time Cook’s assurances (“It’s all cool, guys.”) was all we heard for a long while. Yes iOS 7 turned out well, the iPhone 5 and 5s were good, the 5c less so. What else that was new in Apple land, we all wondered? Was it just going to be incremental from now on?

Don’t get me wrong. Incremental innovation is just good business. You build on capabilities you already developed and you increase your margins. But no matter what the Apple pundits say, I think that we all feel like something new has to happen. A next new wave for Apple. A new product launch.

I can’t and won’t tell you what that is. We’ve all heard the rumors, which are as bad as spoiling a great movie. The nicest new thing is the one that you aren’t expecting and right now we’ve heard too much to not expect a lot. That’s bad for us and bad for Apple. It’s like overpraising a new movie coming out and going in with expectations that are too high.

Back to Cook. Tim Cook is not Steve Jobs. He can never be. But Tim Cook is Apple and part of what made it be a mainstream technology on every country. Tim Cook is the man that made Apple a giant corporation, long before Steve Jobs passed.

Where the gap lies is the role that Steve Jobs had as this stubborn leader that thought far into the future. I’m not a leadership expert and much has already been written about the magic of Steve, something that never feels complete, but perhaps provides many parts of the puzzle of that man.

When Tim Cook took over, he also had to make sure that the visionary part remained in the management team responsible for the present and future of Apple. The first contender for this was … his name escapes me… the guy responsible for making everything on iOS look like cloth and paper (Scott Forstall). He left and Sir Johnny Ive took over hardware and software, which seems like a great decision. Ive was engrained into Apple just as much as Cook was, just in the area of industrial design. His software chops were established with iOS 7, I feel. Both make a great team to run Apple going forward.

But is that enough? We have a smooth operation (Cook) and technology chops (Ive), but Steve Job’s DNA also had something I would just call outspoken stubbornness. There was an interview with Ive around the time that Jobs passed away, where he described the experience of going to a hotel with Steve. Johnny would go to the room, not unpack and wait for the expected call from Steve that this hotel sucked and they would switch. Would Cook ever have such an experience with Johnny Ive? I don’t know.

Jobs was also unafraid to make sweeping changes, in a way that I don’t think Cook is. I found the announcement about the Beats team joint Apple telling. Cook isn’t taking any risks, both hardware and Beats Music fall into specific leadership segments within Apple, under Eddy Cue (iTunes) and Beats Electronics under Phil Schiller (marketing). Both of these people are undoubtedly capable, but it also suggests that … what… Beats products are now Apple products. It also is very corporate in its feel, a division of labour, a hierarchy.

When I watched the Jimmy Iovine interview on Recode recently, some things struck me about him. He has great personality, a visionary that wants to keep moving forward, roots in music engineering, and a great network/reach in the music business, as well as the ability to connect with music lovers. He is pure music and thus makes for a great fit with the space that iTunes currently occupies within Apple.

The company is clearly huge, bigger than Beats if course but also bigger than Burberry as the hiring of the CEO Angela Ahrends to a director position attests. She is also an interesting personality that built a direct connection to Burberry’s customers through the store model in the last 8 years, and a perfect match for taking Apple retail to the next level.

Tim Cook’s Apple is in refinement mode, which is great for Apple’s core strength and reputation for building reliable products. We are all still waiting for that spark and I’m very curious who it’s champion will be, as I do believe great innovation requires a visionary that can span boundaries and the great challenges that come with that.