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2009\u5e741\u6708\uff0c\u4e54\u5e03\u65af\u7531\u4e8e\u521a\u521a\u505a\u5b8c\u809d\u810f\u79fb\u690d\u624b\u672f\u9700\u8981\u4f11\u50476\u4e2a\u6708\uff0c\u5e93\u514b\u7b2c\u4e00\u6b21\u62c5\u4efb\u82f9\u679c\u7684\u4e34\u65f6CEO\u3002\u5728\u4e54\u5e03\u65af\u4f11\u606f\u671f\u95f4\uff0c\u5e93\u514b\u8d1f\u8d23\u4e86iPhone 3GS\u7684\u63a8\u51fa\uff0c\u5e76\u53d6\u5f97\u4e86\u53d1\u5e03\u540e\u9996\u5468\u672b\u9500\u91cf\u8d85100\u4e07\u90e8\u7684\u6210\u7ee9\uff0c\u8fd9\u662f\u5f53\u65f6\u82f9\u679c\u9500\u91cf\u6700\u9ad8\u7684\u4e00\u6b3e\u667a\u80fd\u624b\u673a\u3002<\/p>\n\n\n\n
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\u4e09\u3001\u7ee7\u627f\u8005\u4eec\u7684\u5bbf\u547d<\/h2>\n\n\n\n
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2021\u5e747\u6708\uff0c\u5b89\u8fea\u00b7\u8d3e\u897f\u63a5\u66ff\u8d1d\u4f50\u65af\u6210\u4e3a\u4e9a\u9a6c\u900aCEO\u3002\u4f5c\u4e3a\u521b\u59cb\u4eba\u4e4b\u540e\u7684\u7b2c\u4e8c\u4f4dCEO\uff0c\u8d3e\u897f\u7684\u4e0a\u4efb\u4e4b\u65c5\u5e76\u4e0d\u8f7b\u677e\u3002<\/p>\n\n\n\n
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\u8d1d\u4f50\u65af\u521b\u529e\u4e86\u4e9a\u9a6c\u900a\uff0c\u4ed6\u63d0\u51fa\u7684\u201c\u98de\u8f6e\u6548\u5e94\u201d\u3001Prime\u4f1a\u5458\u4f53\u7cfb\u65f6\u81f3\u4eca\u65e5\u4ecd\u7136\u88ab\u4f17\u591a\u4e92\u8054\u7f51\u516c\u53f8\u4e89\u76f8\u6a21\u4eff\u3002\u8d3e\u897f\u5728\u4e9a\u9a6c\u900a\u7684\u5de5\u4f5c\u5e74\u9650\u4e0e\u8d1d\u4f50\u65af\u76f8\u4eff\uff0c\u5e76\u5e26\u9886\u4e9a\u9a6c\u900a\u7684\u4e91\u670d\u52a1\u4e1a\u52a1AWS\u8fc5\u901f\u6210\u957f\uff0c\u6210\u4e3a\u7535\u5546\u4e1a\u52a1\u4e4b\u5916\u7684\u4e00\u5927\u9ad8\u5229\u6da6\u652f\u67f1\u4e1a\u52a1\u3002\u5728\u6700\u8fd1\u4e00\u671f\u8d22\u62a5\u4e2d\uff0cAWS\u5df2\u7ecf\u4e3a\u4e9a\u9a6c\u900a\u8d21\u732e\u4e86\u8d85\u8fc7\u4e00\u534a\u7684\u7ecf\u8425\u5229\u6da6\u3002\u4f46\u4ed6\u4ecd\u7136\u6d3b\u5728\u8d1d\u4f50\u65af\u7684\u5149\u73af\u6ca1\u6709\u7167\u8000\u5230\u7684\u9634\u5f71\u91cc\u3002<\/p>\n\n\n\n
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2000\u5e74\uff0c\u9c8d\u5c14\u9ed8\u4ece\u76d6\u8328\u624b\u4e2d\u63a5\u8fc7\u5fae\u8f6f\u5e05\u5370\uff0c\u5f00\u542f\u4e86\u957f\u8fbe14\u5e74\u7684CEO\u4efb\u671f\u3002\u9c8d\u5c14\u9ed8\u6700\u4e3a\u5916\u754c\u8bdf\u75c5\u7684\u6709\u4e24\u4ef6\u4e8b\uff1a\u4e00\u662f\u5728\u5176\u638c\u8235\u671f\u5185\uff0c\u5fae\u8f6f\u9519\u8fc7\u4e86\u79fb\u52a8\u4e92\u8054\u7f51\u65f6\u4ee3\uff1b\u4e8c\u662f\u4ed6\u4e3b\u5bfc\u4e86\u6536\u8d2d\u8bfa\u57fa\u4e9a\u7684\u7cdf\u7cd5\u4ea4\u6613\u3002<\/p>\n\n\n\n
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$\"\"\/$ <\/figure>\n\n\n\n
\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n
Apple CEO is getting worse from generation to generation?<\/h3>\n\n\n\n
Cook can’t be Jobs, and no one can be Cook<\/p>\n\n\n\n
The Wall Street Journal technology reporter Trip Mackel, who has long followed Apple, published a biography in 2022, “After Steve,” about how his successor, Tim Cook, continued to run the company in the decade after Jobs’ death.<\/p>\n\n\n\n
The book is subtitled: How Apple Became a trillion-dollar Company That Lost Its Soul.<\/p>\n\n\n\n
That’s how Tripp sums up Apple’s past 10 years. Words such as “lack of innovation”, “loss of soul” and “eating old money” are often used to criticize Apple in the Cook era.<\/p>\n\n\n\n
But at the same time, under Cook’s leadership, Apple became the first company in the United States with a market value of $1 trillion, $2 trillion, and even the first company in the world with a market value of $3 trillion. Apple is now worth about 20 times more than it was when Cook took over in 2011 ($150 billion). CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
After 13 years at the helm of Apple amid controversy, Cook is approaching his own handover moment.<\/p>\n\n\n\n
Apple’s most recent grant of restricted stock to Cook will be fully issued in 2025, and discussions about who will become Apple’s new CEO have begun to surface.<\/p>\n\n\n\n
Photo source: Apple official website<\/p>\n\n\n\n
According to Bloomberg, Apple’s current head of hardware engineering, John Ternus, is the most likely to become Apple’s next CEO. In addition, if Cook steps down in the short term, current COO Jeff Williams, known as “Cook’s Cook,” is also a possible successor.<\/p>\n\n\n\n
But no matter who they are, the new crop of potential successors is relatively unknown compared to Cook, who ran the company well during Jobs’s illness, or Jonathan Ive, the chief designer who worked closely with Jobs. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
It may be the fate of those at the helm of the tech giant that each generation is worse than the next.<\/p>\n\n\n\n
First, who can run the $3 trillion giant ship<\/h4>\n\n\n\n
Apple Park, the headquarters of Apple in Cupertino, California, USA, covers an area of 260,000 square meters. Because it resembles a round spaceship landing, it is also called the “spaceship headquarters”.<\/p>\n\n\n\n
In 2023, there are more than 2 billion products born from the ship in the world, helping Apple earn nearly $100 billion in net profit in one year. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
But flying such a ship is not easy.<\/p>\n\n\n\n
In 2021, at the end of Cook’s first 10-year term, the first equity incentive he holds expires in the same year. At that time, the outside world began to look for the next CEO of Apple. Apple chose to use a restricted stock incentive worth $76 million to push the suspense to 2025.<\/p>\n\n\n\n
Later, when asked about the transition during a podcast, Cook said he had decided to look for a successor from within the company and was working to present the board with several options. “We have a very detailed succession plan because unpredictable things happen and tomorrow I could go the wrong way,” Cook said. Hopefully, that won’t happen.”<\/p>\n\n\n\n
For a long time, Apple COO Jeff Cook was considered the most likely candidate to succeed Cook. Because Cook served as Apple’s COO under Steve Jobs, Jeff is also known as “Cook’s Cook.”<\/p>\n\n\n\n
Jeff Williams
Photo source: Apple official website<\/p>\n\n\n\n
Jeff has a similar background and resume to Cook and has served as Cook’s deputy for a long time.<\/p>\n\n\n\n
When Cook named Jeff COO in 2015, longtime Apple analysts said Cook was grooming him to be his successor. As COO, Jeff led the team responsible for the marketing of the Apple Watch, the first new product of the Cook era. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
As the top person in charge of Apple’s supply chain, Jeff is familiar with the supply chain system of Apple’s various hardware products, and took over the related work of hardware and software product design after the departure of Apple’s former chief designer Ive in 2019.<\/p>\n\n\n\n
But with Cook’s term extended beyond 2025, Jeff, who is only two years younger than Cook, is no longer the first candidate. According to Bloomberg, the younger hardware engineering executive Turnus is the most likely to become Apple’s next CEO.<\/p>\n\n\n\n
John Ternus
Photo source: Apple official website<\/p>\n\n\n\n
Turnus joined Apple in 2001 and has worked on AirPods, ipads, and generations of Macs and iphones.<\/p>\n\n\n\n
But there are many doubts about Tenus, for example, he is not deeply involved in Apple’s most important new product, the Vision Pro. Bloomberg quoted Apple insiders as saying that Tenus was not respected by top engineers, did not focus on future investments, did not make bold technology acquisitions, and did not think of himself as an innovator. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
Cook had his share of doubts when he took over as Apple’s CEO. Speaking about the experience, Cook said, “I can’t be Steve, and I don’t think anyone can replace him.” He is a once-in-a-century genius with an ability to innovate beyond anyone’s imagination. So, all I can do is be the best version of myself.”<\/p>\n\n\n\n
Now, who will become the next Cook is a puzzle.<\/p>\n\n\n\n
Second, from unanticipated to white moonlight<\/h4>\n\n\n\n
For Cook, from the successor who could not replace Jobs to the “white moonlight” of Apple, the only difference is a decision to retire.<\/p>\n\n\n\n
Jobs once commented that Cook “does not understand products”, but Jobs, who is extremely paranoid about products, still handed over the baton of Apple CEO to Cook.<\/p>\n\n\n\n
It turns out that Cook did not launch another disruptive hardware product like the iPhone during his tenure, but he reshaped Apple in his own way.<\/p>\n\n\n\n
When Cook joined Apple as senior vice president of worldwide operations in 1998, the company was on the brink of bankruptcy. With years of supply chain and procurement background, Cook first overhauled Apple’s operating system when he arrived. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
In half a year, he got through the data of suppliers, assembly plants, retailers and other supply chain links, and used the ERP (enterprise resource planning) system to reduce Apple’s inventory cycle from 30 days to six days. By the end of 1998, Apple was turning a profit, and Cook’s supply chain system played a key role.<\/p>\n\n\n\n
This is also the beginning of Cook’s step toward becoming Apple’s CEO.<\/p>\n\n\n\n
In 2005, Cook was promoted to COO of Apple. “Tim and I have worked together for more than seven years, and I look forward to working even more closely together to help Apple achieve its great goals in the years ahead,” Jobs said at the time. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
During his tenure as COO, Cook helped Apple build an efficient supply chain around the world, transforming Apple from a technology innovation company to an efficient money-making machine. “What many people may not realize is that for a company as mature as Apple, the most important thing is not the product, but the logistics – efficient supply chain, distribution, finance and marketing,” Cook writes.<\/p>\n\n\n\n
Cook first took over as interim CEO in January 2009, when Jobs took a six-month leave of absence following a liver transplant. During Jobs’s break, Cook oversaw the launch of the iPhone 3GS, which sold more than 1 million units in its first weekend, Apple’s best-selling smartphone at the time.<\/p>\n\n\n\n
In January 2011, Jobs went on medical leave again, and Cook ran Apple for a second time as interim CEO.<\/p>\n\n\n\n
But even Mr. Cook, who has repeatedly demonstrated his management skills as an interim CEO, faced plenty of skepticism after he took over from Mr. Jobs in August 2011.<\/p>\n\n\n\n
According to the book “After Steve,” when Cook was appointed CEO of Apple, the voices of skepticism were everywhere. Whether it’s Wall Street, iPhone-loving customers, or friends and colleagues in the tech industry, everyone was on edge when they heard Cook was on the job.<\/p>\n\n\n\n
The voices of doubt have followed Cook for 13 years. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
During this period, Cook launched Apple Watch, Airpods, Vision Pro and other hardware products as CEO, opened up the market for wearable devices for Apple, and entered the service industry, launched streaming media Apple TV+ and Music subscription service Apple Music.<\/p>\n\n\n\n
Apple’s market value has also grown from $150 billion in August 2011 to $3 trillion, and it has held the position of the world’s most valuable company for a long time.<\/p>\n\n\n\n
But for Apple as a company, Cook will always be a shadow of Jobs.<\/p>\n\n\n\n
It wasn’t until he was about to retire that people realized there would never be another Steve Jobs at Apple, or even a second Tim Cook. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
Third, the destiny of the heirs<\/h4>\n\n\n\n
Every successful company has a soul, like Steve Jobs to Apple, Steve Schultz to Starbucks, Bill Gates to Microsoft, and Jeff Bezos to Amazon.<\/p>\n\n\n\n
Being their successor is often a “high-risk” job.<\/p>\n\n\n\n
In July 2021, Andy Jassy succeeded Bezos as CEO of Amazon. As the second CEO after the founder, Jassy’s journey to the top was not easy.<\/p>\n\n\n\n
When he took over as CEO of Amazon, due to the impact of the new coronavirus epidemic, a large number of offline retail was transferred to online, and Amazon achieved revenue of more than $100 billion in a single quarter in the second quarter of that year, and its market value also stood at the peak of $1.92 trillion.<\/p>\n\n\n\n
But then Amazon’s market value and performance went all the way down. In Q1 2022, Amazon announced its weakest quarterly revenue growth since the dotcom bubble burst in 2001 and its first quarterly loss since 2015. From July 2021 to January 2023, in a year and a half, Amazon’s market value evaporated by more than $1 trillion. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
After just over a month in office, Jassi, who faced a “mess”, was once questioned. However, some Wall Street analysts pointed out that Amazon’s difficulties at that time were mainly due to the previous disorderly expansion and were not directly related to the new CEO.<\/p>\n\n\n\n
In fact, since the Q2 of 2023, Amazon’s performance has begun to improve rapidly, and in Q3, it delivered a profit that far exceeded expectations. Through 2023, Amazon’s market value has increased by more than 80%.<\/p>\n\n\n\n
Bezos founded Amazon, and the “flywheel effect” and Prime membership system he proposed are still imitated by many Internet companies today. Jassy has been at Amazon for a similar number of years as Bezos and has led the rapid growth of Amazon’s cloud services business, AWS, into a highly profitable pillar of its business outside of e-commerce. In the most recent earnings report, AWS has contributed more than half of Amazon’s operating profit. But he still lives in the shadows where Bezos’s aura does not shine.<\/p>\n\n\n\n
Compared to Jassy, another Silicon Valley CEO successor, Steve Ballmer, fared “worse” and was once named the worst CEO by Forbes. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
Mr. Ballmer took over from Mr. Gates in 2000, beginning a 14-year tenure as CEO. Mr Ballmer is most criticised for two things: that Microsoft missed the mobile Internet era during his tenure; The second is that he oversaw the botched acquisition of Nokia.<\/p>\n\n\n\n
But also during Ballmer’s tenure, even after falling behind in the mobile Internet era, Microsoft’s revenue nearly quadrupled and profits more than doubled.<\/p>\n\n\n\n
Mr Ballmer is not entirely to blame for missing the mobile Internet era. Gates once recalled that Microsoft had been conservative in its attitude toward the mobile Internet after the “trial of the century” of antitrust litigation around 2000.<\/p>\n\n\n\n
In addition, Ballmer’s emphasis on cloud computing and advance layout also laid the foundation for Microsoft’s cloud service Azure in the future. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
As heirs to star ceos, they will inevitably be put under the microscope. For most of them, inaction is the biggest “fault”, and a mistake in decision-making is magnified many times.<\/p>\n\n\n\n
None of the star CEO successors has escaped the fate of “getting worse from generation to generation.” Perhaps it is only at the moment of retirement that their merits and faults can be fairly judged.<\/p>\n\n\n\n
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2021\u5e74\uff0c\u5e93\u514b\u7684\u7b2c\u4e00\u4e2a\u5341\u5e74\u4efb\u671f\u5373\u5c06\u7ed3\u675f\u65f6\uff0c\u4ed6\u6240\u6301\u6709\u7684\u7b2c\u4e00\u7b14\u80a1\u6743\u6fc0\u52b1\u4e5f\u5728\u540c\u4e00\u5e74\u5230\u671f\u3002\u5f7c\u65f6\uff0c\u5916\u754c\u4fbf\u5f00\u59cb\u671f\u5f85\u82f9\u679c\u4e0b\u4e00\u4efbCEO\u7684\u53ef\u80fd\u4eba\u9009\u3002\u800c\u82f9\u679c\u9009\u62e9\u4e86\u7528\u4e00\u7b14\u4ef7\u503c7600\u4e07\u7f8e\u5143\u7684\u9650\u5236\u6027\u80a1\u6743\u6fc0\u52b1\uff0c\u5c06\u8fd9\u4e00\u60ac\u5ff5\u63a8\u540e\u81f32025\u5e74\u3002<\/p>\n\n\n\n
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\u6770\u592b\u00b7\u5a01\u5ec9\u59c6\u65af\uff08Jeff Williams\uff09<\/em>
\u56fe\u6e90\uff1a\u82f9\u679c\u5b98\u7f51<\/em><\/figcaption><\/figure>\n\n\n\n
\u6770\u592b\u4e0e\u5e93\u514b\u6709\u76f8\u4f3c\u7684\u80cc\u666f\u548c\u5c65\u5386\uff0c\u5e76\u957f\u671f\u62c5\u4efb\u5e93\u514b\u7684\u526f\u624b\u3002<\/p>\n\n\n\n
2015\u5e74\uff0c\u5e93\u514b\u4efb\u547d\u6770\u592b\u4e3aCOO\u65f6\uff0c\u5c31\u6709\u957f\u671f\u5173\u6ce8\u82f9\u679c\u7684\u5206\u6790\u5e08\u8868\u793a\uff0c\u5e93\u514b\u6b63\u5728\u57f9\u517b\u4ed6\u4f5c\u4e3a\u81ea\u5df1\u7684\u63a5\u73ed\u4eba\u3002\u62c5\u4efbCOO\u540e\uff0c\u6770\u592b\u5e26\u9886\u7684\u56e2\u961f\u8d1f\u8d23\u4e86\u5e93\u514b\u65f6\u4ee3\u9996\u4e2a\u65b0\u4ea7\u54c1Apple Watch\u7684\u5e02\u573a\u63a8\u5e7f\u3002<\/p>\n\n\n\n
\u4f5c\u4e3a\u82f9\u679c\u4f9b\u5e94\u94fe\u7684\u6700\u9ad8\u8d1f\u8d23\u4eba\uff0c\u6770\u592b\u719f\u6089\u82f9\u679c\u5404\u4e2a\u786c\u4ef6\u4ea7\u54c1\u7684\u4f9b\u5e94\u94fe\u4f53\u7cfb\uff0c\u5e76\u57282019\u5e74\u82f9\u679c\u524d\u9996\u5e2d\u8bbe\u8ba1\u5e08\u827e\u592b\u79bb\u804c\u540e\uff0c\u63a5\u624b\u4e86\u8f6f\u786c\u4ef6\u4ea7\u54c1\u8bbe\u8ba1\u7684\u76f8\u5173\u5de5\u4f5c\u3002 CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
\u4f46\u968f\u7740\u5e93\u514b\u7684\u4efb\u671f\u5ef6\u8fdf\u81f32025\u5e74\u4ee5\u540e\uff0c\u5e74\u9f84\u4ec5\u6bd4\u5e93\u514b\u5c0f\u4e24\u5c81\u7684\u6770\u592b\u4e0d\u518d\u662f\u7b2c\u4e00\u5019\u9009\u4eba\u3002\u636e\u5f6d\u535a\u793e\u62a5\u9053\uff0c\u66f4\u5e74\u8f7b\u7684\u786c\u4ef6\u5de5\u7a0b\u4e3b\u7ba1\u7279\u52aa\u65af\u6700\u6709\u53ef\u80fd\u6210\u4e3a\u4e0b\u4e00\u4efb\u82f9\u679cCEO\u3002<\/p>\n\n\n\n
$\"\"$
\u7279\u52aa\u65af\uff08John Ternus\uff09<\/em>
\u56fe\u6e90\uff1a\u82f9\u679c\u5b98\u7f51<\/em><\/figcaption><\/figure>\n\n\n\n
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\u800c\u5982\u4eca\uff0c\u8c01\u80fd\u6210\u4e0b\u4e00\u4e2a\u5e93\u514b\uff0c\u53c8\u6210\u4e86\u4e00\u9053\u96be\u9898\u3002 CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
\u4e8c\u3001\u4ece\u4e0d\u88ab\u770b\u597d\u5230\u767d\u6708\u5149<\/h2>\n\n\n\n
\u5bf9\u5e93\u514b\u800c\u8a00\uff0c\u4ece\u65e0\u6cd5\u53d6\u4ee3\u4e54\u5e03\u65af\u7684\u7ee7\u4efb\u8005\u5230\u82f9\u679c\u516c\u53f8\u7684\u201c\u767d\u6708\u5149\u201d\uff0c\u4e2d\u95f4\u53ea\u5dee\u4e86\u4e00\u4e2a\u9000\u4f11\u7684\u51b3\u5b9a\u3002<\/p>\n\n\n\n
\u4e54\u5e03\u65af\u66fe\u7ecf\u8bc4\u4ef7\u5e93\u514b\u201c\u4e0d\u61c2\u4ea7\u54c1\u201d\uff0c\u4f46\u5bf9\u4ea7\u54c1\u5f02\u5e38\u504f\u6267\u7684\u4e54\u5e03\u65af\u4ecd\u7136\u5c06\u82f9\u679cCEO\u7684\u63a5\u529b\u68d2\u4ea4\u5230\u4e86\u5e93\u514b\u624b\u4e2d\u3002<\/p>\n\n\n\n
\u4e8b\u5b9e\u8bc1\u660e\uff0c\u5e93\u514b\u5728\u4ed6\u7684\u4efb\u671f\u5185\u786e\u5b9e\u6ca1\u6709\u518d\u63a8\u51fa\u4e00\u6b3e\u50cfiPhone\u4e00\u6837\u5177\u6709\u98a0\u8986\u610f\u4e49\u7684\u786c\u4ef6\u4ea7\u54c1\uff0c\u4f46\u4ed6\u7528\u81ea\u5df1\u7684\u65b9\u5f0f\u91cd\u5851\u4e86\u82f9\u679c\u3002<\/p>\n\n\n\n
1998\u5e74\uff0c\u5e93\u514b\u52a0\u5165\u82f9\u679c\u5e76\u62c5\u4efb\u5168\u7403\u8fd0\u8425\u9ad8\u7ea7\u526f\u603b\u88c1\u65f6\uff0c\u8fd9\u5bb6\u516c\u53f8\u6b63\u5904\u5728\u7834\u4ea7\u8fb9\u7f18\u3002\u62e5\u6709\u591a\u5e74\u4f9b\u5e94\u94fe\u548c\u91c7\u8d2d\u80cc\u666f\u7684\u5e93\u514b\u5230\u6765\u540e\uff0c\u9996\u5148\u5bf9\u82f9\u679c\u7684\u8fd0\u8425\u4f53\u7cfb\u8fdb\u884c\u4e86\u5168\u9762\u6539\u9769\u3002<\/p>\n\n\n\n
\u4ed6\u5728\u534a\u5e74\u65f6\u95f4\u5185\u6253\u901a\u4e86\u4f9b\u5e94\u5546\u3001\u7ec4\u88c5\u5382\u3001\u96f6\u552e\u5546\u7b49\u5404\u4e2a\u4f9b\u5e94\u94fe\u73af\u8282\u7684\u6570\u636e\uff0c\u5e76\u5229\u7528ERP\uff08\u4f01\u4e1a\u8d44\u6e90\u89c4\u5212\uff09\u7cfb\u7edf\u5c06\u82f9\u679c\u7684\u5e93\u5b58\u5468\u671f\u4ece30\u5929\u5927\u5e45\u7f29\u51cf\u81f36\u5929\u30021998\u5e74\u5e74\u5e95\uff0c\u82f9\u679c\u626d\u4e8f\u4e3a\u76c8\uff0c\u5e93\u514b\u642d\u5efa\u7684\u4f9b\u5e94\u94fe\u4f53\u7cfb\u8d77\u5230\u4e86\u5173\u952e\u4f5c\u7528\u3002<\/p>\n\n\n\n
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2005\u5e74\uff0c\u5e93\u514b\u88ab\u63d0\u62d4\u4e3a\u82f9\u679cCOO\u3002\u4e54\u5e03\u65af\u5f53\u65f6\u8868\u793a\uff0c\u201c\u8482\u59c6\u548c\u6211\u5df2\u7ecf\u5408\u4f5c7\u5e74\u591a\u4e86\uff0c\u6211\u671f\u5f85\u6211\u4eec\u80fd\u66f4\u7d27\u5bc6\u5730\u914d\u5408\uff0c\u4ee5\u5e2e\u52a9\u82f9\u679c\u5728\u672a\u6765\u51e0\u5e74\u5b9e\u73b0\u4f1f\u5927\u7684\u76ee\u6807\u3002\u201d CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
\u5728\u62c5\u4efbCOO\u671f\u95f4\uff0c\u5e93\u514b\u5e2e\u52a9\u82f9\u679c\u6253\u9020\u4e86\u904d\u5e03\u5168\u7403\u7684\u9ad8\u6548\u4f9b\u5e94\u94fe\u4f53\u7cfb\uff0c\u8ba9\u82f9\u679c\u4ece\u4e00\u5bb6\u79d1\u6280\u521b\u65b0\u516c\u53f8\u9010\u6b65\u53d8\u6210\u4e00\u53f0\u9ad8\u6548\u8fd0\u8f6c\u7684\u8d5a\u94b1\u673a\u5668\u3002\u300a\u5e93\u514b\u4f20\u300b\u4e2d\u63d0\u5230\uff1a\u201c\u8bb8\u591a\u4eba\u53ef\u80fd\u5e76\u6ca1\u6709\u610f\u8bc6\u5230\uff0c\u5bf9\u82f9\u679c\u8fd9\u6837\u4e00\u5bb6\u6210\u719f\u7684\u516c\u53f8\u6765\u8bf4\uff0c\u6700\u91cd\u8981\u7684\u4e0d\u662f\u4ea7\u54c1\uff0c\u800c\u662f\u7269\u6d41\u2014\u2014\u9ad8\u6548\u7684\u4f9b\u5e94\u94fe\u3001\u5206\u9500\u3001\u8d22\u52a1\u548c\u8425\u9500\u3002\u201d<\/p>\n\n\n\n
2009\u5e741\u6708\uff0c\u4e54\u5e03\u65af\u7531\u4e8e\u521a\u521a\u505a\u5b8c\u809d\u810f\u79fb\u690d\u624b\u672f\u9700\u8981\u4f11\u50476\u4e2a\u6708\uff0c\u5e93\u514b\u7b2c\u4e00\u6b21\u62c5\u4efb\u82f9\u679c\u7684\u4e34\u65f6CEO\u3002\u5728\u4e54\u5e03\u65af\u4f11\u606f\u671f\u95f4\uff0c\u5e93\u514b\u8d1f\u8d23\u4e86iPhone 3GS\u7684\u63a8\u51fa\uff0c\u5e76\u53d6\u5f97\u4e86\u53d1\u5e03\u540e\u9996\u5468\u672b\u9500\u91cf\u8d85100\u4e07\u90e8\u7684\u6210\u7ee9\uff0c\u8fd9\u662f\u5f53\u65f6\u82f9\u679c\u9500\u91cf\u6700\u9ad8\u7684\u4e00\u6b3e\u667a\u80fd\u624b\u673a\u3002<\/p>\n\n\n\n
2011\u5e741\u6708\uff0c\u4e54\u5e03\u65af\u518d\u6b21\u56e0\u75c5\u4f11\u5047\uff0c\u5e93\u514b\u7b2c\u4e8c\u6b21\u4ee5\u4e34\u65f6CEO\u7684\u8eab\u4efd\u7ba1\u7406\u82f9\u679c\u3002<\/p>\n\n\n\n
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$\"\"\/$ <\/figure>\n\n\n\n
\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n
Apple CEO is getting worse from generation to generation?<\/h3>\n\n\n\n
Cook can’t be Jobs, and no one can be Cook<\/p>\n\n\n\n
The Wall Street Journal technology reporter Trip Mackel, who has long followed Apple, published a biography in 2022, “After Steve,” about how his successor, Tim Cook, continued to run the company in the decade after Jobs’ death.<\/p>\n\n\n\n
The book is subtitled: How Apple Became a trillion-dollar Company That Lost Its Soul.<\/p>\n\n\n\n
That’s how Tripp sums up Apple’s past 10 years. Words such as “lack of innovation”, “loss of soul” and “eating old money” are often used to criticize Apple in the Cook era.<\/p>\n\n\n\n
But at the same time, under Cook’s leadership, Apple became the first company in the United States with a market value of $1 trillion, $2 trillion, and even the first company in the world with a market value of $3 trillion. Apple is now worth about 20 times more than it was when Cook took over in 2011 ($150 billion). CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
After 13 years at the helm of Apple amid controversy, Cook is approaching his own handover moment.<\/p>\n\n\n\n
Apple’s most recent grant of restricted stock to Cook will be fully issued in 2025, and discussions about who will become Apple’s new CEO have begun to surface.<\/p>\n\n\n\n
Photo source: Apple official website<\/p>\n\n\n\n
According to Bloomberg, Apple’s current head of hardware engineering, John Ternus, is the most likely to become Apple’s next CEO. In addition, if Cook steps down in the short term, current COO Jeff Williams, known as “Cook’s Cook,” is also a possible successor.<\/p>\n\n\n\n
But no matter who they are, the new crop of potential successors is relatively unknown compared to Cook, who ran the company well during Jobs’s illness, or Jonathan Ive, the chief designer who worked closely with Jobs. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
It may be the fate of those at the helm of the tech giant that each generation is worse than the next.<\/p>\n\n\n\n
First, who can run the $3 trillion giant ship<\/h4>\n\n\n\n
Apple Park, the headquarters of Apple in Cupertino, California, USA, covers an area of 260,000 square meters. Because it resembles a round spaceship landing, it is also called the “spaceship headquarters”.<\/p>\n\n\n\n
In 2023, there are more than 2 billion products born from the ship in the world, helping Apple earn nearly $100 billion in net profit in one year. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
But flying such a ship is not easy.<\/p>\n\n\n\n
In 2021, at the end of Cook’s first 10-year term, the first equity incentive he holds expires in the same year. At that time, the outside world began to look for the next CEO of Apple. Apple chose to use a restricted stock incentive worth $76 million to push the suspense to 2025.<\/p>\n\n\n\n
Later, when asked about the transition during a podcast, Cook said he had decided to look for a successor from within the company and was working to present the board with several options. “We have a very detailed succession plan because unpredictable things happen and tomorrow I could go the wrong way,” Cook said. Hopefully, that won’t happen.”<\/p>\n\n\n\n
For a long time, Apple COO Jeff Cook was considered the most likely candidate to succeed Cook. Because Cook served as Apple’s COO under Steve Jobs, Jeff is also known as “Cook’s Cook.”<\/p>\n\n\n\n
Jeff Williams
Photo source: Apple official website<\/p>\n\n\n\n
Jeff has a similar background and resume to Cook and has served as Cook’s deputy for a long time.<\/p>\n\n\n\n
When Cook named Jeff COO in 2015, longtime Apple analysts said Cook was grooming him to be his successor. As COO, Jeff led the team responsible for the marketing of the Apple Watch, the first new product of the Cook era. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
As the top person in charge of Apple’s supply chain, Jeff is familiar with the supply chain system of Apple’s various hardware products, and took over the related work of hardware and software product design after the departure of Apple’s former chief designer Ive in 2019.<\/p>\n\n\n\n
But with Cook’s term extended beyond 2025, Jeff, who is only two years younger than Cook, is no longer the first candidate. According to Bloomberg, the younger hardware engineering executive Turnus is the most likely to become Apple’s next CEO.<\/p>\n\n\n\n
John Ternus
Photo source: Apple official website<\/p>\n\n\n\n
Turnus joined Apple in 2001 and has worked on AirPods, ipads, and generations of Macs and iphones.<\/p>\n\n\n\n
But there are many doubts about Tenus, for example, he is not deeply involved in Apple’s most important new product, the Vision Pro. Bloomberg quoted Apple insiders as saying that Tenus was not respected by top engineers, did not focus on future investments, did not make bold technology acquisitions, and did not think of himself as an innovator. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
Cook had his share of doubts when he took over as Apple’s CEO. Speaking about the experience, Cook said, “I can’t be Steve, and I don’t think anyone can replace him.” He is a once-in-a-century genius with an ability to innovate beyond anyone’s imagination. So, all I can do is be the best version of myself.”<\/p>\n\n\n\n
Now, who will become the next Cook is a puzzle.<\/p>\n\n\n\n
Second, from unanticipated to white moonlight<\/h4>\n\n\n\n
For Cook, from the successor who could not replace Jobs to the “white moonlight” of Apple, the only difference is a decision to retire.<\/p>\n\n\n\n
Jobs once commented that Cook “does not understand products”, but Jobs, who is extremely paranoid about products, still handed over the baton of Apple CEO to Cook.<\/p>\n\n\n\n
It turns out that Cook did not launch another disruptive hardware product like the iPhone during his tenure, but he reshaped Apple in his own way.<\/p>\n\n\n\n
When Cook joined Apple as senior vice president of worldwide operations in 1998, the company was on the brink of bankruptcy. With years of supply chain and procurement background, Cook first overhauled Apple’s operating system when he arrived. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
In half a year, he got through the data of suppliers, assembly plants, retailers and other supply chain links, and used the ERP (enterprise resource planning) system to reduce Apple’s inventory cycle from 30 days to six days. By the end of 1998, Apple was turning a profit, and Cook’s supply chain system played a key role.<\/p>\n\n\n\n
This is also the beginning of Cook’s step toward becoming Apple’s CEO.<\/p>\n\n\n\n
In 2005, Cook was promoted to COO of Apple. “Tim and I have worked together for more than seven years, and I look forward to working even more closely together to help Apple achieve its great goals in the years ahead,” Jobs said at the time. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
During his tenure as COO, Cook helped Apple build an efficient supply chain around the world, transforming Apple from a technology innovation company to an efficient money-making machine. “What many people may not realize is that for a company as mature as Apple, the most important thing is not the product, but the logistics – efficient supply chain, distribution, finance and marketing,” Cook writes.<\/p>\n\n\n\n
Cook first took over as interim CEO in January 2009, when Jobs took a six-month leave of absence following a liver transplant. During Jobs’s break, Cook oversaw the launch of the iPhone 3GS, which sold more than 1 million units in its first weekend, Apple’s best-selling smartphone at the time.<\/p>\n\n\n\n
In January 2011, Jobs went on medical leave again, and Cook ran Apple for a second time as interim CEO.<\/p>\n\n\n\n
But even Mr. Cook, who has repeatedly demonstrated his management skills as an interim CEO, faced plenty of skepticism after he took over from Mr. Jobs in August 2011.<\/p>\n\n\n\n
According to the book “After Steve,” when Cook was appointed CEO of Apple, the voices of skepticism were everywhere. Whether it’s Wall Street, iPhone-loving customers, or friends and colleagues in the tech industry, everyone was on edge when they heard Cook was on the job.<\/p>\n\n\n\n
The voices of doubt have followed Cook for 13 years. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
During this period, Cook launched Apple Watch, Airpods, Vision Pro and other hardware products as CEO, opened up the market for wearable devices for Apple, and entered the service industry, launched streaming media Apple TV+ and Music subscription service Apple Music.<\/p>\n\n\n\n
Apple’s market value has also grown from $150 billion in August 2011 to $3 trillion, and it has held the position of the world’s most valuable company for a long time.<\/p>\n\n\n\n
But for Apple as a company, Cook will always be a shadow of Jobs.<\/p>\n\n\n\n
It wasn’t until he was about to retire that people realized there would never be another Steve Jobs at Apple, or even a second Tim Cook. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
Third, the destiny of the heirs<\/h4>\n\n\n\n
Every successful company has a soul, like Steve Jobs to Apple, Steve Schultz to Starbucks, Bill Gates to Microsoft, and Jeff Bezos to Amazon.<\/p>\n\n\n\n
Being their successor is often a “high-risk” job.<\/p>\n\n\n\n
In July 2021, Andy Jassy succeeded Bezos as CEO of Amazon. As the second CEO after the founder, Jassy’s journey to the top was not easy.<\/p>\n\n\n\n
When he took over as CEO of Amazon, due to the impact of the new coronavirus epidemic, a large number of offline retail was transferred to online, and Amazon achieved revenue of more than $100 billion in a single quarter in the second quarter of that year, and its market value also stood at the peak of $1.92 trillion.<\/p>\n\n\n\n
But then Amazon’s market value and performance went all the way down. In Q1 2022, Amazon announced its weakest quarterly revenue growth since the dotcom bubble burst in 2001 and its first quarterly loss since 2015. From July 2021 to January 2023, in a year and a half, Amazon’s market value evaporated by more than $1 trillion. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
After just over a month in office, Jassi, who faced a “mess”, was once questioned. However, some Wall Street analysts pointed out that Amazon’s difficulties at that time were mainly due to the previous disorderly expansion and were not directly related to the new CEO.<\/p>\n\n\n\n
In fact, since the Q2 of 2023, Amazon’s performance has begun to improve rapidly, and in Q3, it delivered a profit that far exceeded expectations. Through 2023, Amazon’s market value has increased by more than 80%.<\/p>\n\n\n\n
Bezos founded Amazon, and the “flywheel effect” and Prime membership system he proposed are still imitated by many Internet companies today. Jassy has been at Amazon for a similar number of years as Bezos and has led the rapid growth of Amazon’s cloud services business, AWS, into a highly profitable pillar of its business outside of e-commerce. In the most recent earnings report, AWS has contributed more than half of Amazon’s operating profit. But he still lives in the shadows where Bezos’s aura does not shine.<\/p>\n\n\n\n
Compared to Jassy, another Silicon Valley CEO successor, Steve Ballmer, fared “worse” and was once named the worst CEO by Forbes. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
Mr. Ballmer took over from Mr. Gates in 2000, beginning a 14-year tenure as CEO. Mr Ballmer is most criticised for two things: that Microsoft missed the mobile Internet era during his tenure; The second is that he oversaw the botched acquisition of Nokia.<\/p>\n\n\n\n
But also during Ballmer’s tenure, even after falling behind in the mobile Internet era, Microsoft’s revenue nearly quadrupled and profits more than doubled.<\/p>\n\n\n\n
Mr Ballmer is not entirely to blame for missing the mobile Internet era. Gates once recalled that Microsoft had been conservative in its attitude toward the mobile Internet after the “trial of the century” of antitrust litigation around 2000.<\/p>\n\n\n\n
In addition, Ballmer’s emphasis on cloud computing and advance layout also laid the foundation for Microsoft’s cloud service Azure in the future. CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09<\/mark><\/p>\n\n\n\n
As heirs to star ceos, they will inevitably be put under the microscope. For most of them, inaction is the biggest “fault”, and a mistake in decision-making is magnified many times.<\/p>\n\n\n\n
None of the star CEO successors has escaped the fate of “getting worse from generation to generation.” Perhaps it is only at the moment of retirement that their merits and faults can be fairly judged.<\/p>\n\n\n\n
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\u5982\u9700\u52a0\u5165 CXO UNION\uff08CXO\u8054\u76df\uff09<\/a>\u9ad8\u7ba1\u793e\u7fa4\uff0c\u8bf7\u8054\u7cfb\u793e\u7fa4\u5c0f\u4f19\u4f34\u54e6~<\/p>\n\n\n\n
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