In the Journal story, Cook and his COO Jeff Williams, who will now run Apple's design team, came off as operations nerds who have steered Apple away from focusing on mind-blowing products. Instead, they were risking everything that made the company so successful during Apple's rapid rise last decade thanks to its hot streak of hit products like the iPod, iPhone and iPad. The story made Ive look bad, but it made Cook look even worse.
But today's Apple is a new kind of company. Not because it can't make popular products, but because it has reached such a size and scale that growth has to come from something other than a new kind of gadget. It's why Apple has been pushing so hard to sell its growth of services over the last couple years as it looks for new ways to squeeze more revenue out of its nearly 1 billion iPhone users.
Cook's response to the Journal's article wasn't so much of a defense of Ive's last few years at Apple as it was a defense of a new era at the company where it's focusing on a much bigger picture than what the next iPhone will look like or what hardware category it'll break into next.
Source: News Formal (newsformal.com)
Where's Ive going?
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