http://more-real.com/blog/2012/10/31/the-all-new-apple-the-head-the-heart-and-the-voice Thought this blog post from Don Norman was on point. I think Cook's re-org is brilliant. It makes total sense to move Siri and Maps under Eddy Cue, and to align software under one chief. And giving Ive control of all design means we'll hopefully get some consistency between hardware and software. Other companies are stepping up in this area big time. They know how important design is and how much it's done for Apple. Apple can't afford to be complacent here. And now with Mansfield staying on to work on special projects who knows what we'll see in terms of chip design and battery technology. The way I see it, Cook, Ive and Schiller are the top dogs at Apple now. And I think Cook is comfortable with that because he knows neither of them are angling for his job (like Forstall might have been). Cook's engineered a org structure that make sense for Apple going forward.