Isaacson: Jimmy Ayovin will the Apple content promotion

Dan Lyons, author of the popular in the past, Twitter-Account Fake Steve Jobs talked with Walter Isaacson, biographer of Steve Jobs. In explanation of this conversation Lyons opublikova the magazine Billboard Beats reflections on a recent acquisition, as well as the future role of Jimmy Ayovina at Apple. And the Beats, and Ayovin now hearing, we offer you our translation this article.

As you know, Apple I bought for $ 3.2 billion Beats Electronics, together with Jimmy Ayovinom and Dr. DreWho will get the post in the management of the company. Apple faithful followers were in shock, then, that is to be expected.

Even as the author of Fake Steve Jobs, I spent amongst these guys a long time. They are known for their deep devotion to the Apple brand and is unlikely to change it. Tell them that their beloved company buys headphone manufacturer, and these two guys from the rap party are top managers and it will be quite a shock to their system of values.

In fact, a good shake-up - it's just that now we need to Apple.

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After the death of Steve Jobs's really almost three years, the company has ceased to take risks. Its growth stopped. Tim Cook - a well-chosen successor, and, of course, a wise leader, but he is not Steve Jobs.

Jimmy Ayovin also not Jobs, but he's a lot closer to it than meets the eye. These two quite a lot in common. They both come from the working class and its success is not obtained because of the family pedigree, or the University of the Ivy League, and only his talent and audacity.

In 2002 Ayovin played an important role and helped Jobs persuade five major music labels to sign contracts for iTunes. In 2004, he again played the role of negotiator and agreed with the creation of U2 iPod U2 Special Edition.

I talked with Walter Isaacson this week. He returned to the materials that have been collected in the process of preparing to write the biography of Jobs, but have not been included in the book. They found something interesting, which is very important today. We are talking about comments Ayovina that in 2002 and 2003, he wanted to be the boss bought Apple Universal. Ayovin himself declined to be interviewed on the subject.

Isaacson believes that the deal Apple-Beats does not mean cooperation in the field of headphones or streaming music broadcasting is likely implicated here video. He suggests that Cook wants to attract Ayovina to promote the content business to run TV-product, which go rumors during the last five years. This product is delayed because Apple can not reach an agreement with the rights holders.

Perhaps you would get Ayovina charisma and communication skills for this, because he has achieved success with music labels in 2002, tells Isaacson. His track record includes successful transactions in which he befriended content and technology, so that this assumption is not so bezpochvenno.

Apple is now experiencing a "blood transfusion" in the corporate segment, which should radically change the character of the company. Before the deal with Dre and Ayovinom, Cook hired a lot of people from the health and fitness industry, which is now working on iWatch. he also hired Angela Ahrendts, who knows how to sell fashion and luxury for the Apple Retail Management.

Apple loyal fans may not like it, but they should remember that the company, which they know and love, is itself the product of such a traumatic "transfusion", which was conducted in 1996 year. That's when Jobs returned to Apple, bringing with him a team of NeXT (the company he created after leaving Apple in 1985). Jobs put the members of the Board of Directors and senior executives, placing in key positions of their people from NeXT. He closed a lot of products, and started from scratch, using a NeXT operating time as a basis for future products, from the Mac to the iPad and.

Although Jobs died in 2011, he was, in a sense, still runs the company. Now, after this transaction, Apple fans face to face with the fact that Jobs is really gone forever, and that their favorite company is going to become very different.