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- Shortly after Tim Cook succeeded Steve Jobs as CEO of Apple AAPL -0.27% in August 2011, he told a confidant that he got up every morning reminding himself just to do the right thing—and not to think about what Steve would have done.
But Jobs's ghost loomed everywhere after he died from pancreatic cancer two months later. Obituaries of Apple's visionary founder blanketed the front pages of newspapers and websites. TV stations ran lengthy segments glorifying the changes he brought to the world.