The Apple Executive Reshuffle, In Brief

Tim Cook reshuffled the top deck of Apple executives yesterday. Out went Scott Forstall, the cheerleader for Apple's skeuomorphic design for iOS, and retail chief John Browett (his tenure was brief: six months). And it will be Jonathan Ive, the brains behind pretty much all of Apple's iconic hardware of the past decade, who calls the shots with future software design.

Apple refers to Ive's new responsibility as "human interface." The press release heralding the changes talked of "more collaboration between the Company's world-class hardware, software and services teams."

The other changes are, in a nutshell:

  • Eddy Cue will oversee Siri and Maps.
  • Craig Federighi will lead iOS and OS X.
  • Bob Mansfield will be in charge of Technologies, a new department consisting of Apple's wireless teams, as well as the semiconductor lot.

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3 Comments

  • LYF Solutions

    Apple at one stage will reach a low. I already can see the failure of launching a mini and the ipad 4 at the same time. The difference between the 4 and the 3 is barely anything. Greed will hurt them in my view. Some apple lovers will stay, but those with some knowledge will get fed up if they dont make better more advanced changes.

  • The HR Exam App

    All of this because Apple got tired of paying Google. If only the transition could have been just a bit more subtle, heads may not be rolling right now. 

  • Alexandre Sartini

    The reorganisation is more consistent in my point of view. Ive as human interface lead takes design process end to end and enable better integration of hard and software. Eddy Cue will get a more global responsibility on Services, Federighi will better manage the integration of iOS and OSX and finally there will be a centralized approach on technologies by Mansfield.