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I know my limitations so...

I would screw up so badly that I'd get replaced within 6 weeks with a $50M severance pay, my golden parachute.;)
This. I have one of those fancy top-5 biz school MBAs, so I too know my limitations — and the stupidity of coming into an organization with a tiny picture of what's going on. That's why most incoming CEOs do nothing for a while, or they restrict big moves to what the Board has already indicated they want. A few flashy CEOs come in and immediately make big changes. They are, generally speaking, idiots.

Get dat money and move on.
 
Fun question!

I’d focus on reorganizing the software teams and improving the sense of project ownership through the company. I would also institute new transversal software and documentation quality control teams. Some years ago Apple decided to forego technical writing and put the public documentation burden on developers. This is not working and the quality is falling.

I would also prioritize exploring new sustainable models of user and developer relations. The App Store model does not work anymore.
 
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Na I don’t see it. Foldable phones are just a trendy thing. I really don’t like the small bump between the two screens. Unless Apple can solve that, they will never make one.

They already have prototypes. They will be coming, as several vendors (including main rival Samsung) have them.
 
Curious, you name two highly profitable businesses to show how Apple isn't? Microsoft didn't 'ignore' mobile, they messed their mobiles up in a very big way. And oh yes, talking about anti-trust suits, MS were there first... meaning at least well before.

Google on the other hand scrape your data all day long, profit from selling who you are what you do online. They're not arrogant, they don't need to be, they ARE the big name in search. And email. And Android. And a few other markets too.

As to Apple's 'quality of products'? Oh my. The M1, M2 and M3 class systems are the fastest, most capable Macs ever invented. Some are even extraordinarily cool and Steve-Jobs-magical.

They've become a grown up company, and sad to say then what they need is a grown up CEO. Personally, I think they have one even though he's as charismatic as a barnacle.
The references to companies are related to their arrogance. Microsoft did not improve on Windows Mobile consider a new phone and even Bill Gates admitted that was a mistake.

Google is absolutely arrogant. They sell your data even when it is supposed to be private and consider that they will never be replaced by another for search. Imagine what happens when ChatGPT or another AI starts devouring away
their usage.

Apple Silicon is excellent and they need to build on that but their cadence is way too fast for releases. Apple Silicon is only one of their products though. They are doing some very shady things though with lower speed of SSDs reads and writes unless you have larger drives on newer supposedly fast computers for profit margins. A new product should be better all the way around.

I think Tim did a decent job but the vision is definitely gone at Apple. I can honestly say that I am not excited about any of their products anymore. The stock is reflecting that as well.

I should mention that collectively I have seen lots of excellent comments on here.

I particularly like the idea of moving out of China. They are using Brazil and India but they should be making more things in the U.S. And yes I know it is for profitability. Apparently Apple can't find the resources in the US to manufacture their products in the U.S. That is another problem that as CEO they should be able to work on.
 
Bring back the glowing logo on laptops it was great advertising.

No device that starts with less than 64 or 128 gigs period unless it’s for some kinda gov education contract where it may not matter as much.

Stop with the 8 gigs of ram I don’t care how efficient Apple makes the software.

Move the iPhone to a 18 month cycle the 12 months is too short of a turn around time in my opinion.

Do something with Apple TV I really feel ppl don’t know it exists some times.

Apple News app on iPads make the top status bar disappear like it does in web reader mode.

Improve the home app and functionality bring things like tilt for cameras. I have ring cameras that are more dependable than any of my HomeKit cameras/door bell.

I liked the mini iPhone but thought it needed to be completely full screen have the iPad Touch ID on the side at most give it a punched out FaceTime camera but that’s it since phone is small maximize screen size. It will never happen but I wanted a mini that was stronger had the cameras of a pro full
All screen display. Overall Size was perfect for one handed operation like Steve said.
 
The interesting thing is no US technology manufacturer is being innovative at the moment.
Each new device is just a small spec bump on last year’s model.

When the iPod, iPhone and iPad were released they were truly game changers.

But those sorts of shifts usually don’t come multiple times in a generation.

A new Magic Mouse or Apple TV is a pretty small scale when it comes to Apple launches. Not really even going to be noticed by most uses.

A HomePod with a screen, camera and AirPort Extreme built in would be cool.
Corrected it for you
 
If I was CEO of Apple I would make sure we:

Update all Macs to the latest M chip around October
Update all iPads models around March
Update all screens and accessories around June
Update the iPhone and iOS every other September 😛

or more likely cash in my share options and go live in peace on a mountain
I absolutely love the idea of a two-year cycle on iPhones and iOS. There is a history of on and off quality issues with both hardware and the software so this would put more time into making sure issues are properly worked out. Things could still be kept “fresh” by alternating the release every year. iOS 19 comes out one year with all sorts of features you would expect from a numbered release while also building up hype with exclusive features for whatever the last released iPhone series was. Then, iPhone 17s would come out the next year with new hardware and software features that only they have so it could still entice people to buy a new device.
 
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Make a brown iPhone mini with a promotion display. Then get forced out of the company when it severely underperforms.
 
Increase donations to political candidates.

And invite elected officials to special events/parties, just for them.

Anything else is just noise.
 
The references to companies are related to their arrogance. Microsoft did not improve on Windows Mobile consider a new phone and even Bill Gates admitted that was a mistake.

Google is absolutely arrogant. They sell your data even when it is supposed to be private and consider that they will never be replaced by another for search. Imagine what happens when ChatGPT or another AI starts devouring away
their usage.

Apple Silicon is excellent and they need to build on that but their cadence is way too fast for releases. Apple Silicon is only one of their products though. They are doing some very shady things though with lower speed of SSDs reads and writes unless you have larger drives on newer supposedly fast computers for profit margins. A new product should be better all the way around.

I think Tim did a decent job but the vision is definitely gone at Apple. I can honestly say that I am not excited about any of their products anymore. The stock is reflecting that as well.

I should mention that collectively I have seen lots of excellent comments on here.

I particularly like the idea of moving out of China. They are using Brazil and India but they should be making more things in the U.S. And yes I know it is for profitability. Apparently Apple can't find the resources in the US to manufacture their products in the U.S. That is another problem that as CEO they should be able to work on.
I agree with some of this, but we have to be clear that Microsoft aren't arrogant, they're the people who created the biggest software market on the planet. I have a computer on my desk that dates from 1983 and it has a Microsoft operating system in it. They created and profit hugely from the biggest and most commonly used operating system in history, and they also produce the most popular business productivity software there ever was. It isn't arrogance, it's pride in what they do.

And yes, I am not a fan, but I respect great work.

Did they miss out on Windows Mobile or a new phone? Not at all. As the Zune proved, there were places even then that Microsoft couldn't compete, and when they get something wrong, they at least have the sense to know about it and pull back before sinking a fortune in it. By the time they regrouped, the market was lost not just to Apple but to Android and really, there was no room to compete.

As for Google, they trade in peoples' personal data because we give it to them. And because they can monetize it efficiently as they do, they know full well that nobody else can beat them. Because we let them. It is entirely down to us.

The comments about Apple are both right in places and far off the mark in others, but are all pretty much well rehearsed. All I can say is that for a business lacking drive, momentum, creativity and the spirit exciting product... well, I wish I had that amount in my bank account.

I don't like many of their policies and I don't like some of their business models, but damn, they totally understand their market, and they know where they belong in it. And I will say that like you, I wasn't excited much by anything in the new Apple world of stuff. Yes, the M-series chips are a breakthrough (they really are) but it's just new models of the same stuff. Except not. These are fast, capable, and astonishing things to hold and look at. And to do this in the adversity of collapsing markets, supply chain constraints, political and even judicial pressures... really, having matured with the market, Apple are still consummate operators in it.

As for divesting from China... I wish. The most populous market in the world, pretty much the universal production hub which exiting would do more damage to Apple than China? I'd rather see them organize an industry-wide divestment which would matter much more.
 
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Relaunch a modernized iWork. Build concurrent screen and webcam recording right into Apple Arcade (for game streaming. Get a GPU deal done with NVIDIA. Build some colourful rugged laptops aimed at kids. build an executive macbook air that has an eSIM for the serious road warriors.
 
Could you provide screen shots of 1 & 2?

Maybe the most loyal customers have slowly died out so they can't buy as much units anymore?

This is easily verifiable. The first you can easily look up. The second was a MR article showcasing the stats. I won’t do your homework for you.

Why would they? I am a complete moron regarding such duties and am not a leader.
Not the point. This post is just a thought experiment.
 
Obviously, we aren't presumptuous enough to think that your typical Apple user could run a trillion dollar company, however, nonetheless, what changes would you make or what would you keep the same?

Of course, I'd probably spend a good few months learning the business, but, in general, I'd do the following:

1. Alter stock options and level the field so mid-level managers and senior executives are performance based; executives only win if the company, and your average stock holder, wins.

2. Return focus to make the Mac the computer for everyone. Rethink the MacPro and iMac lineup for business. In general, return to the four quadrant system of thinking.

3. Put more effort into developing FCP as a real competitor for Premier and DeVinci and bring back the much-loved Aperture. In general, reward those in the creative world with truly Apple Class apps to help realize their visions and make creative work more fun.

4. Kill the basic iPad and reduce the price on the iPad Air. iPad Pro for the high end and iPad Air for the low end.

5. Bring back WWDC and even Mac World for in-person events. The video's are just hour-long+ advertisements. Bring back the enthusiasm of a live audience with real, in-person demos.

6. Rethink AirPort Express, Apple TV, HomePod, etc. How can Apple take small "bullets" and turn them into successful "cannonballs".

7. Reconfigure the Apple Watch to remove all the various, confusing, options; reduce the pricing, and get this to be the watch for the common person, much like the iPhone was, and still is.

8. Return the Apple Store website to be more about selling and less about showcasing. The old store was great. I still can't understand why they changed it.

9. Shoot more "bullets" by going head to head with other basic personal electronics like TVs, GPS units and dash cams, etc.

10. Instead of playing wack-a-mole with various governments, recognize that there is a huge opportunity to recreate the services devision by offering world-class competition. I'm not suggesting one option versus another, rather, I'm suggesting to rethink how the services division monetizes other creators property so as to encourage competition rather than stifle it.

Lastly, I'd try to shuffle up the board with less business and more creative executives. The current board seems so focused on quick profits for the share flipper and less on sustained excursions needed to create great products that they themselves would want that benefit the long-term shareholder.


Most of these are personal desires and not CEO level decision making.
 
FCP was a leader until they moved to current trash of FCPx. Aperture was great for professionals too.
I have never met even one professional photographer who uses Aperture. Admittedly my sample size is not the entire world of photographers, of course, but from my experience Aperture was always seen as something for a hobbyist and not a pro.

Pros use Adobe products, Photo Mechanic, Capture One, DxO and maybe Affinity. Aperture is (was) never even in the conversation.
 
This is easily verifiable. The first you can easily look up. The second was a MR article showcasing the stats. I won’t do your homework for you.

Without your data points I'd have to guess which quarter year you are speaking of. If I am not mistaken the company's half a century old.

Tim took over in 2011? That's more than a dozen years ago.

Now if you just want to troll the thread then you're doing good work at it.

Good faith discussion would have the person making controversial claims provide citations.
 
I have never met even one professional photographer who uses Aperture. Admittedly my sample size is not the entire world of photographers, of course, but from my experience Aperture was always seen as something for a hobbyist and not a pro.

Pros use Adobe products, Photo Mechanic, Capture One, DxO and maybe Affinity. Aperture is (was) never even in the conversation.
I love Apple Aperture but I acknowledge that it was more of a cost than a profit center for Apple.

Piracy was very rampant and majority of PC & Mac photogs I know used Photoshop & Lightroom.

In my camera club I only I knew of 1 other person who used it.

If I were to restart photography on a Mac with M4 chip and a pending EOS R5 Mark II I'd likely be forced to adopt Lightroom.
 
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I would open the ecosystem. Make the partner accessories easier to make so they'e more ubiquitous. They were too late on open sourcing HomeKit. Apple has a knack of simultaneously making something simple yet complex. I dont use Apple Home as my primary controller, since there are way better options out there. Just one example. They're trying to make the devices stickier, but executing in a horrible fashion.
 
I have never met even one professional photographer who uses Aperture. Admittedly my sample size is not the entire world of photographers, of course, but from my experience Aperture was always seen as something for a hobbyist and not a pro.

Pros use Adobe products, Photo Mechanic, Capture One, DxO and maybe Affinity. Aperture is (was) never even in the conversation.

As a professional videographer I run into, and occasional hire, photographers all the time. I was hugely surprised to find that many, if not most, used Aperture for cataloging. This was years ago, before Apple killed it, but I decent key a guy in Montréal who still uses it.
 
Without your data points I'd have to guess which quarter year you are speaking of. If I am not mistaken the company's half a century old.

Tim took over in 2011? That's more than a dozen years ago.

Now if you just want to troll the thread then you're doing good work at it.

Good faith discussion would have the person making controversial claims provide citations.

Seriously? It’s a simply Google search!


 
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