In Xataka We are publishing a series of weekly articles about the succession of Tim Cook as CEO of Apple, a movement that will arrive before the end of this decade and that will be one of the great moments in the history of technology.
- The succession of Tim Cook (I): this is the legacy that the CEO of Apple will leave behind.
- The succession of Tim Cook (II): John Ternus, the great favorite.
- The succession of Tim Cook (III): Craig Federighi, software and charisma.
- The succession of Tim Cook (IV): Greg Joswiak, the guardian of the brand.
- The succession of Tim Cook (V): Eddy Cue, the service visionary.
Some of the pending issues for the Apple of the future include…
- Expand and improve the offering of digital services to drive growth.
- Compete reasonably well in the content streaming market.
- Maintain and strengthen the Apple ecosystem in the face of increasing competition.
- Innovate at its famous intersection between hardware, software and services.
- Manage the complexities of content negotiations.
Eddy Cue, as Senior Vice President of Services, is qualified for these types of challenges, and his decisions directly impact how Apple positions itself in the world of digital services and content. A section that has become increasingly important.
👨🏻💼 Who is Eddy Cue? He joined Apple in 1989, so he has been with the company for more than three decades. He has been a major player in the development of many of Apple’s most important services, including the iTunes Store, the App Store, Apple Music and Apple TV+. At 59 years old, almost 60, Cue is one of Apple’s oldest executives and has been key in the company’s transformation from being primarily a hardware manufacturer to a service provider.
During his time at Apple, he has led critical negotiations with the music and entertainment industry, and has overseen the launch of the many digital services that have arrived in recent years.
Imagen: CNN.
📈 The rise of Cue. The Miami native has been key in several important aspects for the company:
- iTunes and App Store (2004-present). He led the development and launch of these fundamental platforms for the Apple ecosystem, also the balkanization of iTunes in the last decade.
- iCloud (2011-present). He oversaw the launch and expansion of Apple’s cloud services.
- Apple Music (2015-present). He was instrumental in the launch and growth of Apple’s music streaming service as an evolution of iTunes.
- Apple TV+ (2019-present). He led Apple’s entry into the video-on-demand market.
✅ In favor of Cue. Some arguments:
- Experience in services. He has great knowledge of the digital services market, strategic for Apple’s future growth.
- Negotiation skills. He has demonstrated his ability to close deals with the always difficult entertainment industry.
- Veteran at Apple. With more than 30 years in the company, he knows Apple’s culture and processes perfectly.
- Ecosystem vision. Understand how to integrate hardware, software, and services toward a cohesive user experience.
- Adaptability. He has led Apple’s transformation across multiple service areas over the years, something that would be highly regarded by investors and board members.
❌ Against Cue. Certain disadvantages:
- Limited focus on hardware. His experience focuses mainly on services and software, not on hardware development, Apple’s historic epicenter.
- Age. He is 59 years old, just four years younger than Cook.
- Past controversies. He received criticism for the initial launch of Apple Maps and other projects under his command.
- Leadership style. His more relaxed style languishes in comparison to that of other candidates who exude greater leadership skills.
🔭 In perspective. Cue would represent a shift towards leadership focused on services and content, something perhaps unthinkable ten years ago, but which makes much more sense today. His appointment would be a boost to the expansion of Apple’s ecosystem of services and the deepening of relationships with content creators.
Cue combines long experience at Apple with deep knowledge of the digital services market. His biggest challenge would be to demonstrate that he is capable of leading all areas of Apple’s business, including hardware and operations, where he has no prior experience.
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Featured image | Apple, Xataka
