Creators
How Tim Cook writes on X: 4 posts, and what they have in common
Tim Cook (@tim_cook) has 4 posts in the library with 127.5K likes between them. What they write about, how they open, and the posts that did the most — read from the posts themselves.
Tim Cook (@tim_cook) has 4 posts in the library. Between them they drew 127,540 likes; the typical one reaches 25,647, and the biggest reached 68,947. Most of that work is about AI, Health and Build in public. This is what the posts themselves say about how they write — not a profile, a pattern.
What they write about
- AI — 1 of 4 posts (25%)
- Health — 1 of 4 posts (25%)
- Build in public — 1 of 4 posts (25%)
Two or three subjects rather than one: a reader who follows for the first gets the others, which is how a niche account becomes a general one.
How they open
- 75% of posts open with an observation
- 25% of posts open with a number
Half or more of their posts open the same way — an observation. That is a signature, and it is worth reading the three below with that in mind: the move is the same, the subject changes.
As a proud American company, we're thrilled to continue to make significant investments in the US. Today, we’re announcing a $500 billion commitment to support American innovation, advanced manufacturing, and high tech job creation. https://t.co/xoNy7zGqZG
As part of our $600B commitment, Mac mini will be produced in the US for the first time later this year!
Apple’s American-made advanced servers are now shipping from our new Houston facility to Apple data centers!
The posts that did the most
- @tim_cook — “As a proud American company, we're thrilled to continue to make significant investments in the US. Today, we’re announcing a $500 billion c…” — 68,947 likes · open
Why it worked: Uses concrete numbers instead of vague claims, which makes it credible and quotable.
- @tim_cook — “As part of our $600B commitment, Mac mini will be produced in the US for the first time later this year!” — 37,382 likes · open
Why it worked: Leads with a specific number, which is concrete enough to be worth a second of attention.
- @tim_cook — “Apple’s American-made advanced servers are now shipping from our new Houston facility to Apple data centers!” — 13,912 likes · open
Why it worked: Uses concrete numbers instead of vague claims, which makes it credible and quotable.
- @tim_cook — “So happy to be back in Singapore! Brilliant photographer @leeyikkeat showed me around the beautiful Gardens by the Bay. Seeing this iconic…” — 7,299 likes · open
Why it worked: Opens with a short, self-contained line that is easy to take in at a glance.
What to borrow
Nothing of theirs — not a phrase, not a number, not a fact. What carries over is the shape.
- From the 68,947-like post: Preserve the Hook → Landing structure and the plain observation opening.
- From the 37,382-like post: Preserve the Hook → Landing structure and the leads with a number opening.
- From the 13,912-like post: Preserve the Hook → Landing structure and the plain observation opening.
The structure the analysis reads most often across their best work is Hook → Landing — 4 of the top 4 follow it.
Start here
- Every post of theirs in the library — sortable by likes, replies or date, with the mechanics on each.
- Remix their style — their five strongest posts as sources, your product as the subject. The words will be yours; the moves will be theirs.
- Save the ones that match your taste to a board, and the board's remixes will lean their way.