Since he was officially named Apple's CEO in 2011, Tim Cook has often told the story of the advice Steve Jobs gave him just before he died. In the memorial service at Apple headquarters, and in numerous interviews since, Cook has shared the words of wisdom Jobs bestowed on his successor. "Among his last advice he had for me, and for all of you, was to never ask what he would do," Cook recalled in an Oct. 19 speech at Apple headquarters. " 'Just do what’s right,' he said."