Tim Cook’s Morning Routine: Why Reading Customer Emails Builds Better Leadership

Apple CEO Tim Cook announced in an open letter that he will step down from his role at the end of 2024 to become executive chairman. In the letter, he revealed a daily leadership habit that has defined his tenure: reading customer emails first thing every morning.

Cook’s 15-Year Morning Ritual

For over 15 years, Cook has begun his day by opening and reading emails from Apple users worldwide. In his letter, he described the practice:

“For the past 15 years I’ve started just about every morning the same way. I open my email and I read notes I received the day before from Apple’s users all over the world.”

“You share little pieces of your lives with me and tell me things you want me to know about how Apple has touched you. About the moment your mom was saved by her Apple Watch. About the perfect selfie you captured at the summit of a mountain that seemed impossible to climb. You thank me for the ways Mac has changed what you can do at work and sometimes give me a hard time because something you care about isn’t working like it should.”

Why This Habit Matters for Leaders

Experts emphasize that great leaders build trust through active listening, genuine care, and empathy. Research supports this approach: employee engagement drives performance, but its impact extends beyond internal teams to customers as well.

According to a Zurich Insurance Group report surveying over 11,000 people across 11 countries, three in five consumers only engage with companies that demonstrate authentic care.

Customer-Centric Leadership in Action

Apple’s late co-founder Steve Jobs was known for reading and responding to customer emails. Other industry leaders have adopted similar practices:

• Bank of America executives respond to customer concerns
• Toyota leaders address patron inquiries
• WhatsApp executives engage with user feedback
• J.Crew leadership addresses customer requests

While not a new concept, this habit appears to be a common thread among long-tenured leaders. Costco CEO Ron Vachris recently told Business Insider that he reads and responds to the majority of his emails.

Cook’s Legacy and Apple’s Future

Rumors of Cook’s departure surfaced last year, with critics questioning his product-focused background. However, his leadership yielded remarkable results: under Cook’s guidance, Apple’s market value grew from approximately $300 billion to $4 trillion.

John Ternus, Apple’s senior vice president of hardware engineering, will succeed Cook. In his letter, Cook praised Ternus as “a brilliant engineer and thinker who has spent the past 25 years building the Apple products our users love so much.”

As Apple transitions to new leadership, it remains to be seen whether Ternus will continue Cook’s email-reading tradition.