New movements in the executive seats of Apple. The company led by Tim Cook announced this morning (in the United States) that Jeff William will be the new COO (Chief Operating Officer - Chief Operating Officer) of the company, a position that has been vacant since the company's current CEO took over Apple's executive management in 2011. Williams came to Apple in 1998 and was named Vice President of Operations 11 years ago, in 2004. He currently oversees the Apple Watch program.
The move to raise Williams to the position of COO has been more for formalize a role that the manager was already occupying in the company than anything else, something like what happened with the promotion of Jony Ive to chief designer (CDO). In the case of Ive, who became the first CDO of the company in its entire history, it was also seen as an award for his career at Apple and in his case it is possible to think that he could become the CEO when Tim Cook leaves the post.
On the other hand, the Senior Vice President of Marketing, Phil Schiller will take over the App Store. According to Apple, Schiller will take over almost all functions related to developers and this will be his top priority at the company, without neglecting global marketing, international marketing, education and the business of marketing. In Cupertino they want, in this new position, Schiller to focus on expanding the Apple ecosystem across its devices, including the iPhone, iPad, Mac, Apple Watch and Apple TV.
By the looks of it, of the two appointments Apple posted today, Phil Schiller's new position is the one with the toughest job. The apple ecosystem It has increased a lot in recent years, something for which the iPhone and its App Store have had a lot to do. In addition, 2015 has seen two new devices arrive in this ecosystem, a smart watch and a set-top box that have made more users have at least one device from the apple. Whatever job you have, I think you will do perfectly well.