Ondrej Holzman During Apple's keynote on Monday, which was held as part of the developer conference WWDC 2013, several top representatives of the Californian company took turns on the stage. However, one of them stood out - Craig Federighi, who was almost unknown a year ago.
Federighi was helped by last year's the departure of Scott Forstall, after which he took control of software development, i.e. iOS and Mac. At WWDC, Apple usually talks about software news, and this year was no exception, where Federighi was given the biggest space of all.
First he introduced a new one OS X Mavericks 10.9 and then he was backstage preparing for his most important part – the performance iOS 7. Both, however hosted with great insight A relatively unknown man became an apple company star overnight. CEO Tim Cook and marketing chief Phil Schiller were overshadowed.
[do action=”quote”]He is no longer seen as just a quiet man in the background.[/do]
At the same time, Craig Federighi is no newcomer to Apple, he just stayed in the background throughout his career. Today, the forty-four-year-old engineer already worked at NeXT, which was founded by Steve Jobs, and in 1997 he joined Apple. Although he had a good reputation among his colleagues at the company, he mainly worked on corporate software, which was never Apple's core business, and thus stayed out of the limelight.
That is why he has now surprised many developers, customers and investors. Among other things, also because it was speculated whether iOS 7 would not be presented at WWDC 2013 by Jony Ive, who was in charge of graphic processing. However, Apple's in-house designer avoids such attention, so he spoke to the audience at the Moscone Center only through his traditional video. Federighi then dominated the podium.
Replacing Scott Forstall won't be entirely easy for Federighi as the developers were happy with a big follower of Steve Jobs, but Federighi is off to a good start in his new role. In addition, he and Forstall share a common past. Already at NeXT in the early 90s, both were considered possible future stars of their field. Forstall worked on technologies in consumer software, Federighi dealt with databases.
Over time, Federighi built a reputation as a professional through enterprise software, while Forstall went more on the consumer side, alongside Steve Jobs. Then when they came to Apple together, Forstall got more powers for himself and Federighi finally chose to leave for Ariba. It produced software for the corporate sector, and Federighi later became its technical director.
He returned to Apple in 2009, when he was assigned to the Mac software development section and gradually gained more and more responsibilities. People who worked with both men say Federighi got along better with Forstall than his other colleagues, but their mentalities were different. Forstall resembled Steve Jobs and, if necessary, was not afraid to cross paths with one of his colleagues. Federighi preferred to reach decisions by agreement, i.e. similar to current CEO Tim Cook.
However, with a different approach than his predecessor, he managed his task excellently. According to unnamed Apple employees, Federighi was the lion's share of the fact that Apple was able to present test versions of new software to developers at WWDC. Federighi is said to have immediately called in his old and new team upon his arrival in the leadership role and announced that he needed time to think about how to put everything together perfectly. He kept some development groups separate, while others partially overlapped, according to people who attended the briefings. According to them, some decisions took Federighi a little longer than Forstall used to, but he also reached a consensus in the end.
Since Monday, however, he is no longer considered just a quiet man in the background, although he himself does not seem to like appearing in public too much. He declines invitations to social events due to his work duties, and it is also known at Apple that, of all Apple's highest officials, he responds to e-mails the most.
On Monday, however, he didn't seem like some geek who sits at the computer for hours. During the keynote, he acted like an experienced speaker who regularly gives lectures in front of five thousand excited listeners. During the long presentation - iOS 7 alone was shown for about half an hour - he also managed to promptly respond to shouts from the audience and shared the general enthusiasm.
His healthy self-confidence was then shown by several jokes he prepared. The first wave of laughter flooded the Moscone Center the moment the new system's logo appeared on the screen, featuring a sea lion (sea lion; lion is an English lion, sea lion is a sea lion), which was supposed to be an allusion to the fact that there are no more beasts for Apple to name its system after. He then added: "We didn't want to be the first company to not release their software on time because of a lack of cats."
He continued in a light-hearted atmosphere when introducing iOS 7. He also took several digs at Apple itself and its previous system, iOS 6, which was often criticized for imitating real things too much. For example, with the Game Center, which was previously graphically displayed in the style of a poker table and recently received a completely new and more modern design, he threw: "We're completely out of green cloth and wood."
The developers loved it.
the joke during the presentation of the airdrop for iOS, how he took a dig at Samsung and its bump was also very funny :))
I don't see bumpems, he first met on ios.
In any case, he entertained me, entertained the audience, responded quickly and humorously to the audience.
He was simply the best, then I like Ive's videos, Phil didn't make much of a show about it and that's just a dry branch.
If we compare the theatrical Samsung, this was different. And I'm not partial to Samsung.
or when he entered unlock ios password 1 2 3 4
He was really perfect. When he spoke, I enjoyed the keynote.
Well, if he didn't say amazing 1000 times, not once :)
or I was amused when a photo of a woman appeared on the projector and he said "Your friends never looked better."
He was really classy. He did not lack humor and that is needed.
In terms of presentation, he totally overshadowed Forstal and was the second best after Jobs. But I would blame him for not selling more things that were good or more difficult to make like Jobs did. He tried to draw attention to fine scrolling, but everyone takes that for granted at Apple, even though it is certainly laborious.