Michal Ždanský It will soon be three years since Apple co-founder, CEO and visionary Steve Jobs passed away. In his position as head of Apple, he recommended to the board to install Tim Cook, until then the chief operating officer, which the board did without reservation. Since this big change in Apple's top management, a lot has changed in management. If we compare its members from 2011 before the resignation of Steve Jobs and today, we find that six people remain from the original ten to date, and at the turn of September/October there will even be one less. Let's see together what changes have taken place in Apple's leadership over the past three years.
Steve Jobs -> Tim Cook
When Steve Jobs knew that due to his illness he could no longer manage the company he had founded and put back on its feet after his return, he left the scepter to his lieutenant Tim Cook, or rather recommended his election to the board of directors, who did so. Jobs retained his position at Apple as chairman of the board, succumbing to his illness a month after his resignation. Steve also gave his successor valuable advice that Cook has mentioned several times: not to ask what Steve Jobs would do, but to do what is right.
Under the leadership of Tim Cook, Apple has not yet introduced any new product category, however, for example, the quite revolutionary design of the Mac Pro or the very successful iPhone 5s are definitely worth mentioning. Tim Cook has indicated several times that we should expect something completely new this year, most often talking about a smart watch or other similar device and a brand new Apple TV.
Tim Cook -> Jeff Williams
Before Tim Cook became Apple's chief executive, he was in the position of chief operating officer, which includes, for example, organizing the network of suppliers, distribution, logistics, and the like. Cook is considered a master in his field and was able to embellish the entire chain to the point where Apple practically does not store its products and sends them directly to stores and customers. He was able to save Apple millions and make the entire chain hundreds of percent more efficient.
Jeff Williams, Cook's right-hand man from his days as COO, took over the bulk of his duties. Jeff Williams is not exactly a new face, he has been working at Apple since 1998 as head of global supply. Before taking over from Tim Cook, he served as senior vice president of strategic operations, a title he retained. After Tim Cook was appointed as CEO, however, additional powers of COO were transferred to him, and although his job title doesn't say so, Jeff Williams is practically the Tim Cook of Apple's new post-Jobs era. More about Jeff Williams <a href="https://cdn.shopify.com/s/files/1/1932/8043/files/200721_ODSTOUPENI_BEZ_UDANI_DUVODU__EN.pdf?v=1595428404" data-gt-href-en="https://en.notsofunnyany.com/">here</a>.
Scott Forstall -> Craig Federighi
Firing Scott Forstall was one of the biggest personnel decisions Tim Cook had to make as chief executive. Although Forstall was fired in October 2012, the story began much earlier and only came to light in June 2012 when Bob Mansfield announced his retirement. As Walter Isaacson mentions in his official biography of Steve Jobs, Scott Forstall did not take napkins very well and did not get along well with both Bob Mansfield and Jony Ive, the court designer of Apple. Scott Forstall also had two major Apple failures under his belt, firstly the not very reliable Siri, and secondly the fiasco with its own maps. For both, Forstall refused to take responsibility and apologize to customers.
On the indirect grounds that he was hindering collaboration across Apple's divisions, Forstall was fired from Apple, and his powers were split between two key figures. iOS development was taken over by Craig Federighi, who had been named SVP of Mac software a few months earlier, iOS design then passed to Jony Ive, whose job title was changed from "Industrial Design" to "Design". Federighi, like Forstall, worked with Steve Jobs back in the NeXT era. After joining Apple, however, he spent ten years outside the company at Ariba, where he rose to the position of Vice President of Internet Services and Chief Technology Officer. In 2009, he returned to Apple and managed the development of OS X there.
Bob Mansfield –> Dan Riccio
As mentioned above, in June 2012 Bob Mansfield, Senior Vice President of Hardware Engineering, announced his retirement, likely due to disagreements with Scott Forstall. Two months later, Dan Riccio, another Apple veteran who joined the company back in 1998, was appointed to his position. He worked there as vice president of product design and has since been involved in most of the products that Apple makes.
However, at the time of Riccio's appointment as SVP of hardware engineering, Bob Mansfield returned for another two years, leaving two people in the same position at one time. Later, Bob Mansfield's job title was changed to just "Engineering" and then he disappeared from Apple management entirely. He currently works on "special projects" and reports directly to Tim Cook. It is speculated that those special products belong to the new product categories that Apple plans to enter.
Ron Johnson -> Angela Ahrendts
The road from Ron Johnson to Angela Ahrendts in the position of head of retail sales was not as rosy as it might seem. Between Johnson and Ahrendts, this position was held by John Browett, and for a year and a half, this managerial chair was empty. Ron Johnson is considered the father of Apple Stores, because together with Steve Jobs, during his eleven years of working in the apple company, he was able to build a perfectly functioning network of brick-and-mortar stores that everyone envies Apple. That's why when Johnson left at the end of the year, Tim Cook was faced with the crucial decision of who to hire in his place. After half a year, he finally pointed to John Browett, and as it turned out after only a few months, it wasn't the right choice. Even Tim Cook is not flawless, and even though Browett had a lot of experience in the field, he could not reconcile his ideas with those of "Apple" and had to resign.
Apple's stores were practically unmanaged for a year and a half, the entire division was under the supervision of Tim Cook, but over time it became clear that the retail business lacked a leader. After a long search, when Cook was aware that he must no longer reach out, Apple finally caught a really big prize. He lured Angela Ahrendts from the British fashion house Burberry back to the United States, the fashion world famous executive director who made Burberry one of the most luxurious and successful brands of today. Nothing easy awaits Ahrendts at Apple, especially because, unlike Johnson, she will not only be in charge of retail, but also online sales. On the other hand, it is from Burberry that he has great experience in connecting the real and online worlds. You can read more about the new reinforcement of Apple's top management in a big profile of Angela Ahrendts.
Peter Oppenheimer -> Luca Maestri
After eighteen long years at Apple, its senior vice president and CFO, Peter Oppenheimer, will also be leaving the company. He announced this at the beginning of March this year. In the past ten years alone, when he served as CFO, Apple's annual revenues grew from $8 billion to $171 billion. Oppenheimer is retiring from Apple at the turn of September/October of this year so that he can spend more time with his family, he says. He will be replaced by the experienced Luca Maestri, who joined Apple only a year ago as financial vice president. Before joining Apple, Maestri served as CFO at Nokia Siemens Network and Xerox.
Eddy Cue
One of the first big decisions Tim Cook made when he took over as CEO was to promote the former head of iTunes to Apple's top management as senior vice president of Internet software and services. Eddy Cue was a key figure in negotiations with, for example, recording or film studios and played a big role in the creation of the iTunes Store or the App Store. He currently has under his thumb all Internet services led by iCloud, all digital stores (App Store, iTunes, iBookstore) and also took responsibility for iAds, an advertising service for applications. Given Cue's role at Apple, his promotion was more than deserved.
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