When Apple was an underdog fighting the Wintel hegemony, Steve Jobs believed it was good to have an enemy. In Apple’s early days, Steve Jobs had IBM as the enemy, which seems odd now that the companies collaborate too much. Having an enemy keeps employees and fans alike focused on the company and the platform, which can be a dream scenario. Steve Jobs was expert at stoking those fires, and then reversing course and embracing the enemy as a long lost – and necessary – friend. There’s no tech company Apple is particularly disenchanted with now, so no obvious enemy – Apple has been working with Microsoft, for example, for years, and even when the incendiary Balmer was it’s CEO it never got really bad. Now collaboration is even better thanks to CEO Satya Narayana Nadella.
An obvious foe, you’d think, would be US President Donald Trump. He’s anti-gay, anti-foreigner, retrogressive, aggressive, big-mouthed and, most likely, mentally unbalanced (or at least mentally inadequate), yet even Apple isn’t game to take him on. Although honestly, I suspect Jobs may have been obstreperous enough. (Jobs’ father was a Syrian refugee, but Steve was born in the US and adopted out). Yet Tim Cook has worked with Trump’s advisory teams on occasion, despite abhorring Trump’s anti-gay stance and his anti immigrant bias and, I’m sure, quite a lot more. Apple has also pledged to guard its users privacy while Trump calls for tools to decrypt everything, or at least encrypt data less (all of which may complicate Apple’s push into Artificial Intelligence, which you have to admit looks more attractive in the light of where so-called ‘human intelligence’ appears to be leading us these days).
While Tim Cook has made veiled references to Facebook and Google’s harvesting of data for profit, they’re, you know, veiled: “They’re gobbling up everything they can learn about you and trying to monetize it,” he said in a 2015 speech. “We think that’s wrong.” My italics – “They”being mostly Google and Facebook.
I’m not criticising Cook – I think Jobs made a great choice in him. And succession can be such a poison chalice. Just look how badly the New Zealand Labour Party has handled that over the last ten years, and where that’s got us: National is floundering and there’s no one able to capitalise on it.
But who would succeed Cook, who has piloted Apple through stormy waters while continuing to make vast profits, while growing Apple’s services into a money-making behemoth?
Tim Cook was already Chief Operating Officer and essentially running Apple during the illness of Steve Jobs in 2009-11, learning every aspect of the company while being groomed to take the helm. If the only candidates are Phil Schiller and Jeff Williams, they’re gifted and very competent, sure, but also both very ‘white bread’.
I think Apple needs to keep promoting diversity within the company to stay successful in this divisive world If either of these guys end up in charge, they need a strong, connected and diverse management team under them to keep engaging with world concerns – and world markets.