After caretaker Tim Cook, who’ll be Apple’s next CEO?

Since taking over as Apple’s chief executive officer from Steve Jobs in 2011, Tim Cook has trotted out iterations of products started under Jobs, including Apple Silicon, the Apple Watch, and the Apple Vision Pro, while building out Apple’s Retail Store network (also started by Jobs) and various Apple Services. Cook also tried to build an autonomous vehicle spending many years and many billions of dollars before finally pulling the plug in failure this year..

Cook has served for far longer than the average Fortune 500 CEO and is older than many of his peers; he’ll turn 64 in November. So, who’s next? After nearly a decade and a half and counting of iteration, will Apple be able to once again find a visionary leader?

Mark Gurman for Bloomberg Businessweek:
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But if it seems like a logical time for Cook to start planning for someone else to shape Apple’s next chapter, the situation is complicated by the lack of someone who’s both ready immediately and likely to be a long-term successor…

Then there’s the ever-present need to hit on the next major product. After the release of the Vision Pro and the abandonment of electric vehicles, that will likely be the defining challenge for his successor.

[P]eople close to [Cook] believe he’ll be CEO at least another three years… If Cook were to stay that long, people within Apple say, the most likely successor would be John Ternus, the hardware engineering chief. In a company whose success has always come from building category-defining gadgets, the ascension of a hardware engineering expert to the CEO job would seem logical. Ternus, who’s not yet 50, would also be more likely than other members of the executive team to stick around for a long time, potentially providing another decade or more of Cook-esque stability…

“They got a real big problem,” a person close to Apple says. “Ternus is a great guy, but he’s honestly really junior. He comes off as just one of the guys in the room, not like a refined executive or a person in charge. Being the CEO of a multitrillion-dollar company, you better command presence in the room.”

Other names that come up include Craig Federighi, head of software engineering, a recognizable face among Apple’s biggest fans who’s known internally to be conversant on corporate issues well outside of his purview, and Deirdre O’Brien, its head of retail and a Cook confidant, according to one former executive. People close to the company consider them unlikely successors…

[S]ome more skeptical insiders say the best approach for the company to retain its edge would be to consider an outsider. “The only way they avoid becoming an IBM-like company is if someone comes in with a truly revolutionary new idea—and it’s unclear who that person is,” says one person at Apple.

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MacDailyNews Take: Will Apple be able to once again find a visionary leader? Not if Tim Cook has anything to do with it.

As we wrote on March 22, 2024:

There are a lot of people inside and outside of Apple who think the company should have waited on the Vision Pro, but it’s fairly easy today to see why Tim Cook released this beta (alpha?) devkit: He likely knew last year, or had a strong inkling, that Project Titan was a goner and there wasn’t much excitement in Apple’s pipeline. He’d need something to point to as “innovation” while he continued on his seemingly unending quest to iterate and monetize products invented by Steve Jobs’ Apple (a very different place) while continuing Apple’s retail store buildout. He also needed something to energize developers and, who knows, they might come up with a killer visionOS app while Apple toils on the long road to real lightweight spatial computing glasses and beyond.

More importantly, Apple last year had already come to the sad realization that they’d missed the generative artificial intelligence revolution and would need a distraction while they feverishly scrambled to catch up (the fruits of which — alongside what sound like disappointing partnerships which hopefully, somehow, preserve user privacy — we’ll hopefully begin to see at WWDC this June).

You have to feel for Cook. After a decade plus of being able to iterate and monetize Jobs’ inspired products and services and continue adding retail stores around the world to spectacular effect, and being lauded for it, he now finds himself in a place that requires actual vision to be able to see which path to take. And he’s not the guy. Even the guy who put him in the position knew it.

Tim’s not a product person, per se. – Steve Jobs

See also:
• Contrary to popular belief, Steve Jobs knew about Apple Watch – February 13, 2023
• Work on Apple Vision Pro began under Steve Jobs – August 23, 2023

Beyond the fact that Cook can’t even execute a compelling live keynote address, his big send off, the “Apple Car,” [the idea of which was also germinated under Jobs] fizzled in ignominious failure.

So, despite myriad misgivings and protestations inside Apple, Cook pulled the trigger early on the Vision Pro. He had to have something to point to that would buy him some time. Even Apple’s rubber-stamping board of lackeys would wake up and start asking questions otherwise.

While Cook is hemming and hawing when faced with shareholders (virtually, of course, never again in person for as long as Cook remains), Apple is currently in scramble mode trying to catch up to rivals — including the world’s most valuable company, Microsoft — in generative AI, a technology the company seems to have completely missed while focusing instead on the not-ready-for-primetime Apple Vision Pro, visionOS, its now-canceled decade-long multi-billion-dollar electric vehicle boondoggle, replacing leather in iPhone cases and Apple Watch bands with overpriced junk in a quest to “save the planet,” forcing employees to endure a constant barrage of time-wasting zero-productivity DEI sessions, and myriad other various and sundry “initiatives” which Cook deems of import. – MacDailyNews, February 28, 2024

When you lose your visionary CEO and replace him with a caretaker CEO, this is the type of aimless, late, bureaucratic dithering that ensues. – MacDailyNews, November 21, 2017

Until it gets another visionary leader (fingers crossed; Apple’s history has shown – cough, Sculley, Spindler, cough – that the next CEO could be far, far worse than the very competent caretaker Cook), Apple can afford to miss things like generative AI – which they clearly did – and then use its huge war chest to catch up – which they’re doing right now (fun times and 80-hour weeks inside Apple Park!) – and, hopefully, surpass rivals (or at least be as good). Apple will very likely unveil their catch-up work within months (this June at WWDC 2024) in iPhones (and iPads, Apple Watches, etc.) with built-in on-device generative AI and other new AI-driven features. – MacDailyNews, February 14, 2024

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