How long Tim Cook will lead Apple, avoiding every risk?

Ever since Tim Cook took office as CEO Apple, all his actions were quite cautious. Although big mistakes, he did not allow, at the same time, he did not send the company into any truly new direction. Management style of this chapter can be ohakterizovat proverb "Slow and steady wins - on going." Having taken the reins from Steve Jobs in August 2011, Cook shows conservative and cautious management of the company. Any adventurous little bold decisions and a measured, gradual approach to a product is sold. But above all, Cook avoid large risks.

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Under his leadership, the company has not come out for any new market. The only radical renewal line of devices - a Mac Pro, which accounts for only 4% of total sales. The most aggressive products, which were submitted during his leadership - is of Siri, Maps and Touch ID - and they have had very mixed results. Nedorabotannost cards were issued and it was a disaster. During the launch of Siri has attracted a lot of attention, but later it was ahead of Google Now. It is too early to say, but perhaps Touch ID will be the most successful fichey presented under the direction of Cook. This is the case (typical of Apple), when they take some emerging technologies, bring it to perfection, polished details and popularized for the masses.

The most courageous act of Tim Cook for the entire two-year period of his reign - a dismissal of Scott Forstall, one of the most talented performers. And it's a great sign. Everyone knows the heavy nature of Scott's, and how difficult it was to work with him. But at the same time, he was one of the most talented and creative leaders Apple. According to rumors, he was one of the future candidates for the post of head of the company, so it definitely looks like the dismissal to eliminate a competitor.

After the death of Steve Jobs in 2011, said that Apple can to stay afloat and retain its leading position due to its current line of devices, just by updating it and making users happier. It is obvious that this is an exaggeration, but in fact, the global market for smartphones and tablets redistributed and started to grow, thanks to Apple. For example, research firm Gartner suggests growth in sales to 116 million tablets. in 2012, to 467 million. godu to 2017 (an increase of 350 Mill.) and smartphones 1.7 Bln. in 2012, to 2.1 billion. in 2017 (an increase of 400 million.). While sales of personal computers will drop from 341 million. in 2012, to 271 million. 2017.

Apple has an advantage, as the most influential brand, and is the most profitable manufacturer of mobile devices. And if it continues to hold the premium segment of the device, its sales will increase, due to the global increase in mobile devices sales. However, it will be Apple's different, it is not as aggressive as in the past 5-10 years.

Maybe it makes sense, given Apple's current position, as the most valuable and technologically advanced companies in the world. But it also causes unpleasant associations with the period when Steve Jobs left Apple the first time in September 1985.

In an interview in 1995, Steve said: "When I walked out the door Apple's, we were ahead of all manufacturers in our industry for 10 years. Macintosh was 10 years ahead. We watched the Microsoft, they have spent 10 years trying to catch up with us. And the reason why they did it, that's what Apple was in place. "

First of all, it was the era of John Sculley as Apple has paid much more attention to marketing and business processes than innovate and develop its products. This is often overlooked, but the annual sales in the era Scully rose from 800 million. USD 8 billion. Phenomenal ten-fold increase in sales was possible just yet due to the natural growth of the global PC market, with 30 million. in 1985, to 235 million. in 1995.

Few would argue that Apple «standing still" in the era of Cook and so far it has more similarities with the era Scully than 15 years of innovation, after the second return of Steve in Cupertino.

In 2014, Apple needs to be more aggressive and there is every indication that it will be so. In April, Cook intrigued us a statement that the company is working on a completely new product categories, he hinted in May that the company is interested in "wearable" technology. Three of the most anticipated product from Apple - a "smartwatch», HDTV and PHABLET (which may be a continuation of the current line of devices). Now, when I was the last in this year's event, and none of these products has not been shown, there is a high probability that they will be presented next year. Which is great for Apple, even if they show us only two of these three devices.

Apple development policy in the era of Cook says that we should not expect it safe. The company now holds a market share which has gained over the past ten years. To catch up with Scully, Cook still have to take strategic risks and Apple to go into new markets, and not just to reap the harvest with hyped iPhone and iPad. In a year we will have a more clear idea about the nature of the Cook era.

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