Tim Cook is not a media guy. He’s not a humanities and liberal arts guy. He’s an engineer, and a businessman, and extraordinarily talented at both. But while he can easily translate between design, engineering, business and product development, he doesn’t have a proven track record translating between technology and the creative industries. In fact, now that Jobs has stepped down, nobody in Apple’s top-level executive team does. That is, at least not anyone with nearly the same force and visibility Jobs was able to bring to bear… .

Without a Steve Jobs to drive innovation in those markets, and without someone who’s better than Steve Jobs at anticipating and reacting to the new media markets still emerging, Apple’s going to find that battle very tough to win. Apple needs more than just an advocate for media, creativity and the liberal arts now; it needs a champion. We all do.