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Why Jack Should Be Apple's Next CEO

NEW YORK ( TheStreet) -- At this point, I would settle for Mr. Jack Box as the next CEO of Apple (AAPL - Get Report). However, according to sources in Santa Monica, Jack -- of Jack in the Box (JACK - Get Report) -- actually leads the creative agency that produces the company's excellent television commercials.

On double take, that might make him the perfect person for the job. He's creative, imaginative and, in his own "adman" sort of way, innovative. In fact, one might argue (not necessarily me or you, but one) that Jack Box is more qualified for Apple's CEO gig than Tim Cook.

Dig Richard Sittig's bio at Secret Weapon Marketing's Web site:

The dude created the freaking Energizer Bunny -- or as the late, great Elliott Smith called it, the Duracell Bunny, as well as Jack Box after Jack Box commercial.

Just as I feel obligated to say something like Obviously, I'm joking, but the point is ..., I stop myself. A creative genius such as Sittig or a "comedian" like Dick Costolo, CEO at Twitter -- now we're talking the flavor of people Steve Jobs should have looked to to fill the void he was preparing to leave at Apple.

For one reason or another, Jobs didn't do this. He went with Tim Cook. He apparently told him something like Don't ask what I would do, just do what's right.

And now, Amazon's About to Pass Apple.

This whole story -- Jobs picks Cook and tells him not to query WWSD -- there's something about it that never passed muster with me. In other words, I don't believe it went down that way. There must be more to it.

The most extreme cynics argue Steve Jobs sabotaged Apple. You know, he had an ego so large he put in place a person he knew couldn't compare. While I don't believe this borderline conspiracy theory, I reckon there must be something else at play.

Tim Cook is good at estimating the number of on/off switches to order from a factory in China. He's an MBA guy who could make all of us look a fool in discussions about "supply chain management." There's a place for people like him within Apple. Obviously, Jobs knew this. He surrounded himself with the proper number of businessmen to take care of the "back cover" stuff.

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