If the Apple Board elected you CEO, what would you do?

[sunapple]

The most reasonable first thing to do IMO is form a group of smart and talented people and come up with a plan for the future. Not saying all current executives must go, but assuming you don't just want to just continue business as usual.

I'm imagining a roadmap towards an even more integrated future lineup. A single OS, a single set of features, a single configuration across all devices. Basically any screen anywhere picks up where you left off with a single glance. Lap, pocket, wrist, car, virtual, etc. Form a creative team coming up with innovative hardware and rethink all current products. All underlaying architecture developed in-house. New materials, new design language. Different thinking... Must be a slogan in there somewhere.

 

[Wahlstrm]

Tim C makes generational wealth by the hour so I would play it cool until lunch hour to make sure that at least my great great grandkids will be fine.

After lunch I green light iPhone 17 mini pro because the fans need the mini they deserve.

I then cancel all computer models that can’t handle multiple screens in a decent way because it’s just ridiculous and also 8gb ram is banned going forward.

It’s now about 2pm and I’m about to be escorted of the lot by security but it’s ok I’m rich af now and customers are getting better products.

10/10 would do it again. 👍🤣

 

[Frazzles]

Lower upgrade prices
Unsolder ssd
If possible, add ram slot (yes somehow even though there is unified memory) - realize may not be possible
Lower mac prices overall
HEAVILY market the Mac showcasing seamless features/experience and ecosystem.
Since monthly subscriptions are so sought after it would be profitable overall to do the above and get people into the Apple ecosystem instead of cheaply nickel and dimeing ram and ssd upgrades.
I would lower iphone prices, and seriously iPad prices. iPad prices are ridiculous. If you must have a separate touch screen interface from the the Mac, but can’t do what a Mac does, it shouldn’t cost the same. And if it does cost the same to build for some reason, I would still lower their prices anyway. Offer a Mac and iPad bundle discount.
I would also make Apple Store direct prices automatically match any current authorized dealer sale/price. It’s stupid and a ripoff that you can go to a retailer and get an iPad for $250 but the same iPad is $330 or whatever it costs at Apple direct. Or a refurbished model at Apple direct cost the same as a new on one sale at a retailer.
I would also offer Apple Watch discounts at gyms and with Apple fitness subscriptions.
All device operating systems upgrades guaranteed for ten years.
Lower appletv prices slightly and advertise how much better it is that an amazon firestick or whatever slow clunky os/devices I see everywhere.
Sync upgrade cycles.
Increase base ram to 12GB.

And I would fix an error that has been ignored for years where on a Mac you cannot simultaneously use content restrictions and icloud private relay. But you can on iPhone and iPad no problem.
However the setting carries between macos and iPadOS/ios so you just have to choose one for all 3 devices. Anyway, very specific, but it pisses me off. Been maybe 3 or 4 years and they don’t fix it.

 

[throAU]

The iPhone I have to restart 2-3 times a week, and the S23 is restarted when a new update is coming, once a month.
Best decision ever.

Not sure what you're doing with your iPhones, but I can count the number of times I've had to restart one of my iPhones on one hand.

SINCE THE 3G-S!

Currently using a 13 mini.

 

[Fumblerooskie]

I would immediately fire the entire board for incompetence in CEO selection.

 

[hagjohn]

Bring back software quality and clarity back to product lines, would be the 2 biggest changes.

 

[Lounge vibes 05]

STOP with the silly names!

I mean, Sonoma? Catalina? Monterey? This tells the user absolutely ZERO about where it is in the progression. When are we going to get to Zzyzx, and will that mean we can at last move on? And Sidecar? Stage Manager? Mission Control? Are we all children?!!

I get what you mean (sort of) about the OS names, I don’t really think it’s an important change that needs to be made but sure I can see where you’re coming from.

But giving OS features names that make them more user-friendly is something that goes all the way back to the Jobs days, and is one of the things that’s always set Apple apart to me.

When computer back up was something that most consumers didn’t understand and weren’t doing, Apple didn’t create a feature called “Back Up X”. Most customers had no idea what that meant, and weren’t going to care or want to deal with something like that.
instead, they chose something simple and easy to understand, “ Time Machine”. Because that’s kind of how it worked, it let you go back in time through the history of your hard drive.
It was fun, it was cute, and it was easy to market.
This is equally the case with modern features like sidecar, mission control, stage manager…
Gives them quick, easy names that are friendly to those who don’t quite understand technology.
Sure, “ stage manager” could be called “Window and Application resizer” but… who wants to say all that?

 

[za9ra22]

I get what you mean (sort of) about the OS names, I don’t really think it’s an important change that needs to be made but sure I can see where you’re coming from.

But giving OS features names that make them more user-friendly is something that goes all the way back to the Jobs days, and is one of the things that’s always set Apple apart to me.

When computer back up was something that most consumers didn’t understand and weren’t doing, Apple didn’t create a feature called “Back Up X”. Most customers had no idea what that meant, and weren’t going to care or want to deal with something like that.
instead, they chose something simple and easy to understand, “ Time Machine”. Because that’s kind of how it worked, it let you go back in time through the history of your hard drive.
It was fun, it was cute, and it was easy to market.
This is equally the case with modern features like sidecar, mission control, stage manager…
Gives them quick, easy names that are friendly to those who don’t quite understand technology.
Sure, “ stage manager” could be called “Window and Application resizer” but… who wants to say all that?

Problem is, that memory is a funny thing, and for most people the first thing that begins to get lost is the retention and recall of nouns. So what Apple's naming convention does, in effect, is rob some people of their ability to track where they're at in the macOS progression.

It might not seem important, but it actually is. And an example of how a minority of users can be left behind by the majority not taking a real problem into account.

Apple used to be really, really good at this kind of thing. Their programmers guidelines made clear how interfaces should work to ensure that those with impairments could still be productive and maintain use of systems.

The use of naming conventions such as stage manager falls into the same thing. This is all well and good if the user has mental pictures connecting the name and the feature, as most do, but many don't, and can't construct the linkage. Again, Apple,e used to know this and include it in their guidelines.

It's an irrelevance or a small thing to most, but for some, these are big obstacles, and unnecessary ones.

 

[T0mmyR0t]

My take:

1. Relegate Cook to where his strengths lie – supply-chain supremo – he's not a visionary, the only vision he's had is to secure his legacy as biggest profit-making CEO in history
2. Relegate Craig Federighi to presenter only – At the time that the Apple hardware team have produced the best Macs of all time, Craig (Head of Software) has presided over the worst SW quality in a decade. (Worst over-promotion in Apple's history.) SW priorities: Fix macOS – ditch mad annual release cycle scramble, fix UI disasters. Fix Safari browser.
3. Restore Apple's reputation as a HCI/UI front-runner. Step A: recruitment – stop hiring grads with only 1 module of UI design. Step B: Include a job application trial to design a UI – weed out those who don't comply with Apple's own HCI guidelines.
4. Explore new ventures: (A) Apple Acoustics – Apple has demonstrated it has first class sound engineers. Roll-out new product category of interoperable living room speaker ranges without stupid Airplay-only/Apple Music-only restrictions. (B) Incorporate Airport express capabilities inside Homepod Minis – Apple routers were amazing.
5. De-clutter iPad line-up.
6. Create delineated versions of iOS e.g. iOS Kids [for under 16s] (proper parental controls, pre-installed apps, no social media), and iOS Classic (for those who want a simplified version of iPad, like it used to be circa 2010, before Apple overcomplicated it.)
7. A wireless mouse that can be charged in use.

That's for starters.

 

[SalisburySam]

…his legacy as biggest profit-making CEO in history

In fairness, not a bad legacy for a CEO.

 

[T0mmyR0t]

In fairness, not a bad legacy for a CEO.

Jobs's successor would have inherited that legacy, whoever he/she was. Not since little Jack found his magic beans has anyone been gifted such a winning hand. Even a club-wielding Palaeolithic cave man could have milked it like Cook has. Let's not forget the reputational damage (anti-trust, monopolistic practices) and slump in SW quality we've seen while Cook has been squatting in the CEO's seat.

 

[I7guy]

Jobs's successor would have inherited that legacy, whoever he/she was. Not since little Jack found his magic beans has anyone been gifted such a winning hand. Even a club-wielding Palaeolithic cave man could have milked it like Cook has. Let's not forget the reputational damage (anti-trust, monopolistic practices) and slump in SW quality we've seen while Cook has been squatting in the CEO's seat.

Ah. Another uninformed monkey could run apple post. Also, what reputational damage? Can you prove that?

 

[AppliedMicro]

what reputational damage? Can you prove that?

Being embroiled in conflict with lawmakers and regulators and being slapped with investigations and high fines for anticompetitive business practices is usually considered bad press and bad reputation.

So is their pettiness in complying with law and regulation.

Having to request a ”Music Streaming Services Entitlement” just to place a link in an app?
And that “entitlement“ and use of it is geo-restricted to boot?

Please! 😾 How ridiculously petty can you get!?!

 

[steve123]

First item of business would be to issue a contract to Otis to make sure the elevator is in good working order.

 

[za9ra22]

Being embroiled in conflict with lawmakers and regulators and being slapped with investigations and high fines for anticompetitive business practices is usually considered bad press and bad reputation.

It didn't do Microsoft much harm, isn't causing Facebook any great issues, wasn't all that harmful to AT&T when it was forced to break up Bell Telephone, and in fact generally speaking doesn't seem to be harmful to corporate interests in as far as the US actions typically are not upheld by the courts.

In Europe, it's a bit different in that an unelected commission can make the rules and apply them, and that causes difficulties to a lot of big businesses, but Europe's centralized government has an extremely poor reputation among its citizens, so I suspect many of those people will see Apple as a victim of bureaucracy more than anything.

 

[I7guy]

Being embroiled in conflict with lawmakers and regulators and being slapped with investigations and high fines for anticompetitive business practices is usually considered bad press and bad reputation.

The below is imo. Didn’t seem to damage apple’s reputation though. If anything people saw this as unnecessary government interference.

So is their pettiness in complying with law and regulation.

Same as above.

Having to request a ”Music Streaming Services Entitlement” just to place a link in an app?
And that “entitlement“ and use of it is geo-restricted to boot?

Please! 😾 How ridiculously petty can you get!?!

If any damage has occurred it’s not apparent or can’t be measured.

 

[AppliedMicro]

In Europe, it's a bit different in that an unelected commission can make the rules and apply them, and that causes difficulties to a lot of big businesses, but Europe's centralized government has an extremely poor reputation among its citizens

All of that is true to some degree. But I support regulating the “Big tech” gatekeepers as they do.
Just as the regulations on payment services have proved to be beneficial for many small businesses and consumers.

so I suspect many of those people will see Apple as a victim of bureaucracy more than anything.

Don’t think so.
For several reasons. Among them:

• European citizens have little concept of “defending the interests” of a billion dollar global company against the government. If anything, a majority is suspicious of such companies' business practices and support regulating them.
• Neither do they have a concept of Apple being a “patriotic” choice of phone/device to buy.
• While we’re at such rather cultural notions: Ruthless American business practices tend to be frowned upon - and government regulation in the name of consumer protection tends to be viewed more favourable in Europe IMO.
• The EU enjoy the more favourable narrative in the mainstream media with regard to the DMA: Apple are (rightfully) portrayed as acting anticompetive, monopolist, and restrictive (not allowing this, not allowing that). Whereas the DMA is about "opening up" things and enabling fair competition.
• And... Not only is Apple refusing to comply in good faith with the DMA: They have a "history" of not paying their fair share, by "shadily avoiding taxes" through Ireland. (...whether that picture is deserved or, in truth, a bit misleading. I purposely framed it that way, since I believe that's what stuck with the average layman on the street - although it is misleading)

So yeah... if Apple were a smaller, more "underdog" company, they might be perceived as a victim of bureaucracy. But in being one of the most valuable and greedy companies in the world, they elicit little pity.

 

[za9ra22]

All of that is true to some degree. But I support regulating the “Big tech” gatekeepers as they do.
Just as the regulations on payment services have proved to be beneficial for many small businesses and consumers.

Don’t think so.
For several reasons. Among them:

• European citizens aren’t have little concept of “defending the interests” of a billion dollar global company against the government. If anything, a majority is suspicious of such companies' business practices and support regulating them.
• Neither do they have a concept of Apple being a “patriotic” choice of phone/device to buy.
• While we’re at such rather cultural notions: Ruthless American business practices tend to be frowned upon - and government regulation in the name of consumer protection tends to be viewed more favourable in Europe IMO.
• The EU enjoy the more favourable narrative in the mainstream media with regard to the DMA: Apple are (rightfully) portrayed as acting anticompetive, monopolist, and restrictive (not allowing this, not allowing that). Whereas the DMA is about "opening up" things and enabling fair competition.
• And... Not only is Apple refusing to comply in good faith with the DMA: They have a "history" of not paying their fair share, by "shadily avoiding taxes" through Ireland. (...whether that picture is deserved or, in truth, a bit misleading. I purposely framed it that way, since I believe that's what stuck with the average layman on the street - although it is misleading)

So yeah... if Apple were a smaller, more "underdog" company, they might be perceived as a victim of bureaucracy. But in being one of the most valuable and greedy companies in the world, they elicit little pity.

I appreciate the thoughts - thanks. I think some misses the point a bit, such as any concept of a 'patriotic choice', because in my experience (merely about 50 years, so not as much as many), Europeans don't see corporates that way, and certainly wouldn't see Apple in that light, nor that there would be a need to defend it. My guess is that most in Europe will assume Apple can and would defend itself if it felt the need to. The question which I raised (but don't claim to know the answer) is the degree to which citizens in Europe are more suspicious of the levers of European power in the hands of a structurally complex and sometimes dysfunctional European governmental administration they may not have much individual control of. It pleases some of the member states rather more than it pleases others.

If I had to outline one thing where Apple are regarded badly in Europe, and this is based on my dealings with them, and a lot of Apple consumers over a long time, I would say it is pricing structures more than anything else. There never seemed any who cared much about the supposedly shady or questionable dealings over taxes via Ireland - not least because the Irish government had created the incentive for Apple to trade via their market at a point where it was greatly beneficial to them, and not contrary to European regulations which came later. This point was made bye the Irish government during the case, but ignored by the EU commissioner overseeing the case.

However, as can be seen right now, the tension between member states and the EU makes Europe's internal politics rather more of a focus for the union than where the rules are.

One thing most people do agree on, is that 'big tech' needs better regulation and control. There's far more chance of being able to accomplish this in Europe than in the US for a whole bunch of reasons. I didn't make any comment regarding this, nor would I plan to in this context.

 

[ThrowerGB]

First thing: Tell them they must be crazy.
Second thing: Panic
Third thing: Completely revamp the s/w development culture to stop announcing vaporware and incorporate effective QC/QA.
Forth thing: Run like hell.

 

[xxr]

Ah. Another uninformed monkey could run apple post. Also, what reputational damage? Can you prove that?

This thread is speculative. Forget monkey, an amoeba could have made money with apple after 2011. People don't remember how phenomenal 2011 apple was. The iPad had just been released a year prior, the iPad 2 had an insanely positive reception, the App Store itself was only 3 years old, the iPhone 4 years old.

Tim Cook took an incredible company and made it incredibly mediocre, milking every single ounce of branding and goodwill that Apple had built. He simply rode the momentum of Apple.

Nobody can ever replace a founder as effectively, but someone with a vision and a pair of balls might be a start for Apple should they ever wish to invent anything useful ever again

 

[cardfan]

This thread is speculative. Forget monkey, an amoeba could have made money with apple after 2011. People don't remember how phenomenal 2011 apple was. The iPad had just been released a year prior, the iPad 2 had an insanely positive reception, the App Store itself was only 3 years old, the iPhone 4 years old.

Tim Cook took an incredible company and made it incredibly mediocre, milking every single ounce of branding and goodwill that Apple had built. He simply rode the momentum of Apple.

Nobody can ever replace a founder as effectively, but someone with a vision and a pair of balls might be a start for Apple should they ever wish to invent anything useful ever again

To be fair Cook couldn’t run my company and I had no desire to work at a big public corporation even in college. Have to be groomed for it. Each company is different. There isn’t another Apple.

This is just a Monday qb thread. Cook can only do so much. It’s about the people around you. Under you. It’s top mgmt. You answer to the board.

He’s done a fantastic job there sticking to what makes Apple a well run cash manufacturer. Deserves all the praise in the world. Vision though? He actually risked a lot. Tv shows? VR. Cars. Now AI. Should there be more ecosystem products? It should be obvious that they would know or vetted anything and didn’t see anything worthwhile.

But you can’t force it. If there’s a must have idea it’ll come. Maybe they’re already exploring it. We don’t know.

Sometimes you have to go back to basics. Keep in mind what business you’re in. What you’re good at. iPhone is your baby. It must be protected. Fed. Cared for. I’d argue Mac is the heart even if it isn’t iPhone like. It needs to stay beating. If nothing else you focus on that.

 

[Evil Lair]

This was a fun thought experiment, I know some of these aren't the smartest moves but they would be the most exciting to me.

-Pay all of the Apple employees more in line with how successful the company is (share the wealth more equally).

-Setup an incentive structure that makes finding and fixing software bugs just as rewarding as new features.

-On iOS allow side-loading and third-party app stores world wide. As part of that setup a signatory service just like macOS for developers to have their apps signed through an automated service.

-On macOS revert opening non-signed apps back to how it was, just double click the app and then get a warning to proceed.

-Eliminate the 30% commission on digital in-app sales, and if using Apple payments make the rate competitive with other payment services.

-macOS: Yes, it's time: set it up to directly compete with Windows; anywhere Windows can be installed you can install macOS. This will require providing (gasp) genuine 3rd party support so they can make things like graphics drivers.

-Create official PC standard motherboards in ATX and micro-ATX sizes using Apple Silicon CPUs. The CPUs could be soldered for all I care. Possibly create an Extended-ATX board with two CPU sockets.

-Mac Pro, Mac Studio, MacBook Pros: ditch the soldered SSDs and replace with TWO user-accessible gen5 standard size NVME slots. Heck put 3 or 4 on the Mac Pro. Maybe add a second to the Mini too if it would fit.

-All the other Macs replace with a single NVME slot.

-In macOS bring back separate controls for display and computer sleep.

-Change the OS version numbers to correspond to the year, for example "macOS 2025.1". This would make it so much easier to determine how old the OS you are using is, and incentivize upgrading.

-Find a way to alternately load macOS on iPads.

-Create a 12" convertible MacBook.

-Create what is essentially two Pro Display XDR's merged together for one big wide display. Alternately, redesign the XDR with extremely thin side bezels.

-Create an e-ink home hub wall-mounted display thing, totally customizable to be able to pull in data or views from apps/websites/services that aren't necessarily setup to work with it. Like how the old iWeb could let you create a website using snippets from other websites.

-Make a water-resistant micro size Magic Keyboard with Touch-ID, ideal for HTPC's.

-Vision Pro: make a version that is basically a dumb display, ideal for simply consuming content or gaming.

-Add FaceID to the laptops, iMac, and Apple monitors.

-Physical Apple Stores: add normal checkout registers.

-Setup a more official partnership with ColorWare to offer custom colored devices.

-Redesign the Airpods to have replaceable batteries.

 

[Vaporbaked94]

This was a fun thought experiment, I know some of these aren't the smartest moves but they would be the most exciting to me.

-Pay all of the Apple employees more in line with how successful the company is (share the wealth more equally).

-Setup an incentive structure that makes finding and fixing software bugs just as rewarding as new features.

-On iOS allow side-loading and third-party app stores world wide. As part of that setup a signatory service just like macOS for developers to have their apps signed through an automated service.

-On macOS revert opening non-signed apps back to how it was, just double click the app and then get a warning to proceed.

-Eliminate the 30% commission on digital in-app sales, and if using Apple payments make the rate competitive with other payment services.

-macOS: Yes, it's time: set it up to directly compete with Windows; anywhere Windows can be installed you can install macOS. This will require providing (gasp) genuine 3rd party support so they can make things like graphics drivers.

-Create official PC standard motherboards in ATX and micro-ATX sizes using Apple Silicon CPUs. The CPUs could be soldered for all I care. Possibly create an Extended-ATX board with two CPU sockets.

-Mac Pro, Mac Studio, MacBook Pros: ditch the soldered SSDs and replace with TWO user-accessible gen5 standard size NVME slots. Heck put 3 or 4 on the Mac Pro. Maybe add a second to the Mini too if it would fit.

-All the other Macs replace with a single NVME slot.

-In macOS bring back separate controls for display and computer sleep.

-Change the OS version numbers to correspond to the year, for example "macOS 2025.1". This would make it so much easier to determine how old the OS you are using is, and incentivize upgrading.

-Find a way to alternately load macOS on iPads.

-Create a 12" convertible MacBook.

-Create what is essentially two Pro Display XDR's merged together for one big wide display. Alternately, redesign the XDR with extremely thin side bezels.

-Create an e-ink home hub wall-mounted display thing, totally customizable to be able to pull in data or views from apps/websites/services that aren't necessarily setup to work with it. Like how the old iWeb could let you create a website using snippets from other websites.

-Make a water-resistant micro size Magic Keyboard with Touch-ID, ideal for HTPC's.

-Vision Pro: make a version that is basically a dumb display, ideal for simply consuming content or gaming.

-Add FaceID to the laptops, iMac, and Apple monitors.

-Physical Apple Stores: add normal checkout registers.

-Setup a more official partnership with ColorWare to offer custom colored devices.

-Redesign the Airpods to have replaceable batteries.

The only thing here I don’t like is adding normal registers to Apple stores. Just keep the existing pickup stations, mark them as checkout and actually keep someone there. The tables already have cash drawers and their iOS point of sale systems are miles above any other retailer.

 

[russell_314]

To answer the original question, I would make a bunch of poor decisions that would eventually lead to Apple going bankrupt. I suspect 99.999% of people here would do exactly the same. They would think they’re doing something good right up until the bankruptcy hearing.


It’s kind of like how people watch football and say oh I would’ve done it that way, but you’re not an NFL coach and the NFL is not knocking down your door trying to hire you. There’s a difference between confidence and cocky and if anyone thinks they can run a multi trillion dollar corporation without experience it just cocky.

 

[macnavarra]

To answer the original question, I would make a bunch of poor decisions that would eventually lead to Apple going bankrupt. I suspect 99.999% of people here would do exactly the same. They would think they’re doing something good right up until the bankruptcy hearing.


It’s kind of like how people watch football and say oh I would’ve done it that way, but you’re not an NFL coach and the NFL is not knocking down your door trying to hire you. There’s a difference between confidence and cocky and if anyone thinks they can run a multi trillion dollar corporation without experience it just cocky.

Arnold schwarzenegger would do it better.