Apple set up a dedicated page after Jobs' death where everyone who knew or admired him could share their remembrances. Since then, Apple said more than one million people have shared their memories.
Cook, who had been the company's chief operating officer, was named chief executive in August 2011 after Jobs resigned and suggested Cook become the new CEO. Jobs died less than two months later after a lengthy battle with a form of pancreatic cancer.
In the five years since Jobs has been gone, Apple has dived into wearables, music streaming and life without a headphone jack.
While Jobs is certainly remembered at Apple, Cook, who spoke at the Utah Tech Tour last week, said he doesn't ask: "What would Steve do?"
"I really want [Jobs'] legacy to be with Apple 10 years from now, a hundred years from now, a thousand years from now," Cook said, according to CNBC. "Not for Apple to be constrained by it. We're not thinking, 'What would Steve do?' We're not thinking that. But we're very much married to his vision of making the best products."
Jobs has left a void in Silicon Valley, where many viewed him as a modern day Thomas Edison. Veteran technology journalist Walt Mossberg tweeted today: "I miss him. The tech industry misses him."
Today is the 5th anniversary of the death of Steve Jobs. I miss him. The tech industry misses him. He and his work are still guideposts. pic.twitter.com/ojdEuptPjD