Tim Cook: Management Shakeup Indeed Driven by Desire for Increased Collaboration

MacRumors · Dec 6, 2012, 08:38 AM

In his lengthy interview with Bloomberg Businessweek, Apple CEO Tim Cook discusses the recent management shakeup that saw iOS chief Scott Forstall relieved of his duties and retail boss John Browett out of a job just months after arriving at Apple. In line with comments in the press release announcing the changes, Cook elaborates on his belief in high levels of collaboration and that executive changes were needed in order to take that effort to the next level.

Quote:

So the changes--it's not a matter of going from no collaboration to collaboration. We have an enormous level of collaboration in Apple, but it's a matter of taking it to another level. You look at what we are great at. There are many things. But the one thing we do, which I think no one else does, is integrate hardware, software, and services in such a way that most consumers begin to not differentiate anymore. They just care that the experience is fantastic.

So how do we keep doing that and keep taking it to an even higher level? You have to be an A-plus at collaboration. And so the changes that we made get us to a whole new level of collaboration.

Cook goes on to highlight Eddy Cue's expertise in services, Jony Ive's design skills, Bob Mansfield's experience with silicon and wireless, and Craig Federighi's history of overseeing the underpinnings of both OS X and iOS. Cook is careful to note, however, that this increased collaboration is not working toward a merger of iOS and OS X as some have speculated.

Quote:

We don't subscribe to the vision that the OS for iPhones and iPads should be the same as Mac. As you know, iOS and Mac OS are built on the same base. And Craig has always managed the common elements. And so this is a logical extension. Customers want iOS and Mac OS X to work together seamlessly, not to be the same, but to work together seamlessly.

Forstall had been seen as a polarizing figure at Apple, wearing his ambition on his sleeve while some said that he was quick to take credit for accomplishments but deflecting blame for missteps. Forstall reportedly also refused to sign an open letter from Cook apologizing for shortcomings in Apple's new Maps app for iOS 6, sealing his fate.

Article Link: Tim Cook: Management Shakeup Indeed Driven by Desire for Increased Collaboration

miniroll32 · Dec 6, 2012, 08:39 AM

Looks like Bob Mansfield is the odd one out now.

Has he not discovered Apple's gym?

solaris7 · Dec 6, 2012, 08:44 AM

Ive looks none too happy.

sza · Dec 6, 2012, 08:46 AM

So who is in charge of the manufacturing quality control?

Michaelgtrusa · Dec 6, 2012, 09:34 AM

Quote:

Originally Posted by sza

So who is in charge of the manufacturing quality control?

Looks like china is.

Patriot24 · Dec 7, 2012, 07:53 AM

Theory: Mansfield came back to work on wireless charging.

Cook continues to refer to Mansfield's area as "Silicone and Wireless". Do we really think he came out of retirement and is rededicating his life to screw around with chips and wireless radios?

DamonBowser · Dec 6, 2012, 08:49 AM

Quote:

Originally Posted by solaris7

Ive looks none too happy.

He's going for a Hardcore industrial look

Rot'nApple · Dec 6, 2012, 09:35 AM

Quote:

Originally Posted by DamonBowser

He's going for a Hardcore industrial look

He going for that chiseled thin look... aiming for 5mm!

/
/
/

Northgrove · Dec 6, 2012, 08:53 AM

Quote:

Originally Posted by solaris7

Ive looks none too happy.

The day Ive regularly starts looking happy, I'll start to worry.

wkadamsjr · Dec 6, 2012, 08:57 AM

Ive is staring me into submission. I almost feel obligated to go buy an Apple product now.

slrandall · 08:59 AM

Quote:

We don't subscribe to the vision that the OS for iPhones and iPads should be the same as Mac. As you know, iOS and Mac OS are built on the same base. And Craig has always managed the common elements. And so this is a logical extension. Customers want iOS and Mac OS X to work together seamlessly, not to be the same, but to work together seamlessly.

I like this.

benthewraith · Dec 6, 2012, 09:58 AM

Quote:

Originally Posted by wkadamsjr

Ive is staring me into submission. I almost feel obligated to go buy an Apple product now.

It's the same stare the guy who founded wikipedia gives every so often when asking for donations.

Northgrove · Dec 6, 2012, 08:58 AM

Unusual to hear an Apple CEO be this open about internal company affairs and people being forced to leave the company. But I assume it's to give that extra nudge to Apple stock. Apple usually doesn't comment on these kind of matters if it doesn't help them. But if there's one thing the stock market dislikes, it's uncertainty surrounding major moves within a company. I don't doubt that some of the recent stock tumbles are effects of questions being raised in the wake of the recent shakeup. A bit like "Oh, wow... OK. So now what will happen?" So while I may be biased here, I do think this interview is a smart move by Cook, and probably calculated.

Guy Mancuso · Dec 6, 2012, 09:31 AM

Quote:

Originally Posted by Northgrove

Unusual to hear an Apple CEO be this open about internal company affairs and people being forced to leave the company. But I assume it's to give that extra nudge to Apple stock. Apple usually doesn't comment on these kind of matters if it doesn't help them. But if there's one thing the stock market dislikes, it's uncertainty surrounding major moves within a company. I don't doubt that some of the recent stock tumbles are effects of questions being raised in the wake of the recent shakeup. A bit like "Oh, wow... OK. So now what will happen?" So while I may be biased here, I do think this interview is a smart move by Cook, and probably calculated.

No question about it and frankly does it not make you feel better as a stock holder to have the belief that the company is on the right path for more success. Both on a PR front and a management front this is a very good move. You want senior leaders to collaborate as a team and NOT some dictatorship with the head guy just pushing folks buttons on his beliefs. Not one of these 4 guys at the leadership can do all 4 jobs effectively. So collaboration as a team with the same goals in mind are what it takes to succeed. Now since they did that than use it as good PR as well. Frankly pretty damn smart.

Lone Deranger · Dec 6, 2012, 10:55 AM

Quote:

Originally Posted by solaris7

Ive looks none too happy.

That's the "I'm a designer" look... don't you know.

PatrickCocoa · Dec 6, 2012, 04:26 PM

Quote:

Originally Posted by solaris7

Ive looks none too happy.

Ivy looks deep into my soul, finds me wanting, and fills me with a sense of underachievement and foreboding. He knows, he knows, and he understands. He sees the rough edges of my life and dreams, the unconnected items, the wrongly-patterned desires and hopes. And he explodes them. The only way to fill the aching emptyness he rips open? Buy the new iMac 27" with friction-stir welding!

MacDav · Dec 6, 2012, 09:41 PM

Quote:

Originally Posted by PatrickCocoa

Ivy looks deep into my soul, finds me wanting, and fills me with a sense of underachievement and foreboding. He knows, he knows, and he understands. He sees the rough edges of my life and dreams, the unconnected items, the wrongly-patterned desires and hopes. And he explodes them. The only way to fill the aching emptyness he rips open? Buy the new iMac 27" with friction-stir welding!

Nice

MacDav · Dec 6, 2012, 04:51 PM

Quote:

Originally Posted by solaris7

Ive looks none too happy.

He's never been known as "Mr. Smiley". He's a very serious guy.

fpsBeaTt · Dec 6, 2012, 09:17 PM

Quote:

Originally Posted by solaris7

Ive looks none too happy.

He looks intense, filled with purpose.

justperry · Dec 6, 2012, 08:51 AM

Quote:

Originally Posted by miniroll32

Looks like Bob Mansfield is the odd one out now.

Has he not discovered Apple's gym?

It's brains what Apple wants, not sportsmen.

JS77 · Dec 6, 2012, 08:55 AM

If you have a problem, if no one else can help, and if you can find them, maybe you can hire the

-Team

JAT · Dec 6, 2012, 09:27 AM

Quote:

Originally Posted by JS77

If you have a problem, if no one else can help, and if you can find them, maybe you can hire the

-Team

And if you can afford them.

amro · Dec 6, 2012, 09:38 AM

Quote:

Originally Posted by JS77

If you have a problem, if no one else can help, and if you can find them, maybe you can hire the

-Team

I logged in just to + this...

peterh988 · Dec 6, 2012, 09:41 AM

Quote:

Originally Posted by JS77

If you have a problem, if no one else can help, and if you can find them, maybe you can hire the

-Team

"The iTeam", surely?

flux73 · Dec 6, 2012, 02:22 PM

Quote:

Originally Posted by justperry

It's brains what Apple wants, not sportsmen.

Healthy body, healthy mind.

Dec 7, 2012, 07:53 AM	#6
Patriot24 macrumors 65816 Join Date: Dec 2010 Location: Phoenix, AZ	Theory: Mansfield came back to work on wireless charging. Cook continues to refer to Mansfield's area as "Silicone and Wireless". Do we really think he came out of retirement and is rededicating his life to screw around with chips and wireless radios? __________________ iphone + air + ipad + time capsule + classic + shuffle + tv
	0

Dec 6, 2012, 08:57 AM	#10
wkadamsjr macrumors regular Join Date: Jun 2010	Ive is staring me into submission. I almost feel obligated to go buy an Apple product now.
	13

Dec 6, 2012, 08:58 AM	#13
Northgrove macrumors 6502a Join Date: Aug 2010	Unusual to hear an Apple CEO be this open about internal company affairs and people being forced to leave the company. But I assume it's to give that extra nudge to Apple stock. Apple usually doesn't comment on these kind of matters if it doesn't help them. But if there's one thing the stock market dislikes, it's uncertainty surrounding major moves within a company. I don't doubt that some of the recent stock tumbles are effects of questions being raised in the wake of the recent shakeup. A bit like "Oh, wow... OK. So now what will happen?" So while I may be biased here, I do think this interview is a smart move by Cook, and probably calculated. __________________ iPhone 5 • rMBP 15" (2012)
	3

Dec 6, 2012, 08:55 AM	#21
JS77 macrumors regular Join Date: Jun 2008	If you have a problem, if no one else can help, and if you can find them, maybe you can hire the -Team __________________ iPhone 5 Memes
	14

Thread Tools	Search this Thread
Show Printable Version Email this Page	Search this Thread: Advanced Search
Display Modes
Switch to Linear Mode Hybrid Mode Switch to Threaded Mode

Dec 6, 2012, 08:39 AM	#2
miniroll32 macrumors 6502a Join Date: Mar 2010	Looks like Bob Mansfield is the odd one out now. Has he not discovered Apple's gym?
	8

Dec 6, 2012, 08:44 AM	#3
solaris7 macrumors regular Join Date: Feb 2008	Ive looks none too happy.
	0

Dec 6, 2012, 08:46 AM	#4
sza macrumors regular Join Date: Dec 2010	So who is in charge of the manufacturing quality control?
	6