How to Win Trump's Favor... WSJ Says "Do Like Tim Cook"

Instead of Sending Lobbyists, Direct Calls
Effect of Tariff Exemption Applied... Trump "Excellent Businessman"

As major companies engage in lobbying efforts to build relationships with President-elect Donald Trump, Apple CEO Tim Cook is drawing attention. The Wall Street Journal (WSJ) reported on the 24th (local time) that "many want to follow Cook's tactics."

During Trump's first administration, Cook pioneered a kind of best practice for corporate executives on how to interact with the President-elect. According to sources, instead of sending government affairs executives or lobbyists, Cook personally made calls and met for meals to build a relationship with Trump. He also adopted a strategy of addressing only one issue per meeting with Trump, which was seen as helpful in preventing discussions from expanding to too many topics.

Team Cook Apple CEO. Photo by Yonhap News

In fact, Cook's strategy proved highly effective. In 2019, when the first Trump administration imposed a 10% tariff on all Chinese imports, Cook personally lobbied against it. He explained that the tariffs would raise the price of Apple’s iPhones, which are primarily manufactured in China, thereby benefiting foreign competitors like Samsung. A few days later, the Trump administration announced that electronic products like the iPhone would be exempt from the tariffs. Subsequently, Apple reversed its decision to move Mac Pro production from Austin, Texas, to China as a form of reciprocation. In 2017, Cook told Trump, who was planning tax cuts, that Apple would increase investment in the U.S. if it received $250 billion in tax relief. Trump later cited Apple as an example when explaining his tax cut plan.

WSJ noted that Trump enjoyed the attention Cook gave him. In 2019, Trump said of Cook, "The reason he is a great CEO is that he calls me, and others don’t." He also revealed in a podcast interview last month before the election that he discussed Apple’s European antitrust fines with Cook. During Trump’s first term, Cook was also close to Jared Kushner, Trump’s son-in-law, and Ivanka Trump, his daughter.

Recently, Boeing has been using a similar strategy. Boeing CEO Kelly Otberg discussed trade policies and tariffs with Trump over the phone. However, some point out that it is not easy to use this strategy unless one has the recognition that Apple and Cook enjoy.

Having one-on-one conversations with Trump does not guarantee positive outcomes like Cook’s. Fred Smith, Chairman of FedEx, said at an event last month that he had a very intense discussion with Trump about globalization and tariffs. While describing Trump as very kind and a good person, he said, "I could not move Trump. He says imports are deficits or losses, and exports are profits."

Some corporate executives are also considering directly proposing ideas to Elon Musk, Tesla CEO, and the Department of Government Efficiency (DOGE) led by Vivek Ramaswamy. A CEO of a tech company said that since many venture capitalists surround Trump, they plan to leverage venture capital investors instead of relying on traditional lobbying firms.