Apple has been undergoing a lot of changes over the last two years, and a lot of people appear to be forgetting that Tim Cook only recently took over. Steve Jobs was the man who brought Apple to its current state of success, and he hand picked Cook to take over after he passed away. Jobs obviously felt Cook knows what he is doing and isn’t just another CEO reeled in from a soda company.
Even so, Apple has been under much scrutiny over the past several months, with consumers as well as competitors claiming the company is lacking innovation. That belief has put Cook under fire and for some time, and it looked as though the Apple stock would never stop falling.
But the truth of the matter is that Apple isn’t lacking innovation at all, but is transitioning. The company has taken a lot of hits, including the death of Jobs, the ousting of iOS chief Scott Forstall, and the coming and going of two different retail chiefs. After the death of Steve Jobs, the company likely began to realize that some of the products that were left to introduce—such as the iPhone 5 and iPad mini—would be a great way to buy some time while they transitioned and began to focus on new product lines.
Apple’s rumored iWatch and television set will likely make an appearance very soon. The company is also rumored to be introducing a low-cost iPhone, as well as an entirely redesigned iPhone 5S. These all new products are likely in the works now, but Apple is using the iPhone 5 and the iPad mini to continue offering customers new refreshes until new product lines are ready for announcement. It is very obvious that this isn’t working the way the company might have imagined it to, as consumers are beginning to wonder why Tim Cook’s Apple has yet to churn out any revolutionary announcements of its own.
Steve Job’s shoes are very hard to fill. By appearing in front of the public and showing his management style, Cook is attempting to prove to the public that he has what it takes. As a matter of fact, the WWDC 2013 keynote was the start to a new future of Apple. This new future is one that shows a stark difference from Steve Job’s tenure at the company. For example, Cook and his team of executives have completely redesigned iOS to the point where it looks nothing like it did when Jobs first introduced the iPhone. Cook has also introduced a radically redesigned Mac Pro line that looks different from any Mac that Apple has released in the last decade.
Of course, Cook had help from the very same crew that Steve Jobs had close at hand, including Phil Schiller, Craig Federighi, Greg Joswiak, and most importantly, Sir Jonathan Ive. Cook and Ive have begun a new revolution at Apple, and it all started with iOS 7. They will likely continue this change by introducing new iPhones and iPads later this year and perhaps other revolutionary products down the road.
It’s my belief Apple is transitioning to something as big as the beginning of Steve Jobs’ second tenure at Apple. Cook and Ive are at the helm of a glorious change at Apple, and they are steering towards a very bright and innovative future.