Here
in the evening, shortly after having communicatedresults
growing but below expectations, Apple posted a
press release on his pagewhich could seem trivial since it
This is an internal reorganization. But it happens when society
after a year without its founder, numerous launches and a stock market career
flourishing could apparently continue to operate on its momentum with the
existing teams.
Tim Cook preferred or was forced toedit in depth
the organization, with departures, more or less surprising but
also witha nomination that should interest all fans
d’iOS.
A look back at these changes which affect people we are used to
see on the Keynotes stage and in the famous videos presenting the
new products. They will have consequences in the medium or long term, analysis
view from outside:
First of all, you should know that this reorganization affects the highest
level of management at Apple, relatively stable for more years,
since these are people working directly under the responsibility
de Tim Cook.
Departures
Scott Forstall, emblematic figure of iOS, who we saw at
all Apple conferences when it came to talking about the system of our
iPhone, iPod touch and iPad, which will leave Apple next year and which is giving up
his responsibilities immediately. Until then, he will serve as an “advisor” to
by Tim Cook, a formality to spread out and delay a departure which could be
.. to the competition.
Scott Forstall has always been presented as particularly ambitious, we
mentioned it
upon release of this work, even going so far as to be presented as the
potential replacement for Tim Cook. He was also the one who had a
assertive personality, a worthy heir of Steve Jobs but not necessarily for
its most appreciated sides. So why this departure?
He was in charge of Siri and Maps, two Apple products that were not released.
the height of the company's reputation. In particular for the latter, under
the fire of critics after the release of iOS 6, to the point thatApple has
publicly apologized by the voice of Tim Cook. Scott Forstall reportedly refused
to sign this letter of apology obliging Tim Cook to assume responsibility
responsibility for this exit.
Furthermore, it is rumored that he was in open war withIons
Ive, the head of design at Apple, all powerful at the time of
Steve Jobs and who we will see, takes additional responsibilities in
this reorganization.
We can imagine that the climate and the failed outings sealed his fate
at Apple. Explaining the very quick passage on his case concerning him in the
Apple press release.
Having moved to Next, founded by Steve Jobs then by Apple, the man is ambitious
and piloted iOS, a recognized success, it's a safe bet that we will find it again
shortly in another adventure in a very high position, perhaps even
CEO.
The other departure is much less surprising. It is aboutJohn
Browett. He was in charge of distribution (the Apple Stores between
others) for only 8 months following the departure of the architect of the strategy
of Apple in physical distribution,From now on
widely copied. The transplant didn't take and that's a good thing. He had done his
reputation on 'cost cutting' and no one wanted to see that happen in
the Apple store chain, on the contrary renowned for its high-end service
range and personalized, the complete opposite of mass distribution. There is
a few months, layoffs and end of contracts in Apple Stores, on
which the company had returned, had alerted to a malaise in its
management.
The press release indicates that a search for a replacement is underway, notice
to fans!
The winners
Who says departure, says additional responsibilities for those who
stay! And the winners are explicitly mentioned in the press release
press, these areJony Ive,Bob Mansfield,
Eddy CueetCraig Federighiwho see their
extended scope of action.
Jony Iveno longer needs to be introduced, he is the
chief designer of Applefor many years,
all powerful in the time of Steve Jobs, he knew how to leave a mark and a line
in the design of Apple products. He takes responsibility extended to
all software interfaces at Apple. This should be important for
us iOS users because after managing the hardware, itbecomes
thus supporting the interface of iOS!
The interface has changed little since the launch of the iPhone in 2007, with
additions but nothing in substance. Furthermore, as we have all noticed, there are
glaring differences between the interface of certain applications which
take representations of the physical world to transcribe it into design
application (iBooks and its shelves) and apps like the book manager
contact or calendar which are more classic. Jony Ive, supporter of
more minimalist approach could sign the end of these interfaces enriched with
leather and other graphic elements from a "Skeuomorphic" approach to
interfaces (seel’article
wikipedia) etwe hope to propose a homogenization and a
modernisation d’iOS. Will we see a revolution like Microsoft knew
offer with Windows Phone and Windows 8 or a simple evolution and
homogenization, the future will tell us. But it is a priori an excellent
news for iOS that this new responsibility of Jony Ive.
Second winner of this reorganization,Eddy Cue. At Apple
for 23 years, he has already been behind the services such as the App Store, the ibook
Store or even iCloud and now addsSiri and Plansto his
wallet. He has a reputation for knowing how to restore delicate situations.
In particular, he had resumed serviceMobile Me
after its difficult launch a few years ago.
Another change,Craig Federighi,recent maintainer of OS
will now support iOS. We can imagine that synergies should
arise from this rapprochement between the two Apple OSes.
Finally, it isBob Mansfielda veteran who
had to retire as we saw here, who had been caught
narrowly missed by Tim Cook and who makes his reappearance in an operational role
during this reorganization. Arrived at Apple in 1999 during the takeover
from Raycer Graphics. He took care of the hardware part of the Macs
then was the creator of the iPod, the iPhone and the iPad. He will now be in charge
of a new group called “Technologies” bringing together all the skills in
wireless communication at Apple but also the design activity of
processors. Apple reiterates on this occasion the importance of this activity in
the future for Apple. We actually noted the A6 processor appeared with
the iPhone 5 as being the first designed entirely in-house, a practice
strategy called to clearly develop.
The press release emphasizes the objective ofwork even more
collaborative between the hard, soft and “services” divisions, il
would seem that this organization is a significant step in this
direction. But only time will tell us if it is a simple change of
circumstance or rather what we really want: anot
major step towards a new era of creativity at Apple?
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By : Keleops AG
