There is a theory that after a while people that achieve their goals often lose their sense of drive. Look no further than athletes at any level and you'll see human nature played out in full, even within a single game or contest. This is hardly a theory, but rather, a fact worked out on a daily basis. In Apple's case, we are seeing it playing out before our very eyes.
Leadership style is one thing, drive are another. Whether Apple CEO, Tim Cook, and his VP's have "taken it easy" the past few years, or have been distracted by a de-railed car project, or their new campus construction project makes little difference. The fact is, Apple isn't performing the way it had when under Steve Jobs leadership.
It is inexcusable for Apple, a company that is able to churn out quarterly net operating income levels of $15 billion or more on a regular basis, cannot find a way to upgrade ongoing products in any sort of reasonable timeline. iMac has been languishing for years. MacBook Pro's were finally updated in October 2016, but before that they were sorely out of date. The Mac Pro has been languishing since it's launch in mid-2012, while Mac mini may have been – literally – forgotten about. Seeing products in need of upgrades with years go by without Apple doing anything about it, when financial resources are virtually unlimited, is a sad joke. Leadership needs to be held accountable.
With Apple having such a solid grasp with the mobile industry and it's products being quite set in direction for many years to come, what's the risk in bringing in a new CEO with creative fire, ideas and drive? The core products of Apple will be here to stay, but maybe a new CEO would actually get those core products upgraded on a timely basis and once again, take some chances. Launch a car, sell a TV, develop a commuter jet. Even Jobs delivered a Cube every now and again, but he was willing to do it, to take chances and push the envelope.
Tim Cook is clearly risk averse, leaning on tired old phrases of Steve Jobs, "We are very proud of saying no to a lot of things and saying yes to very few." Or "... and we will continue to pull the string and see where it leads us." Nonsense. This is Cook's way of avoiding chances. Under Tim Cook's reign he has said yes to only small orbital products: Apple Watch and AirPods (which are about as rare as finding a killer bunny in Minecraft). Tim Cook has shown he is a very capable supply chain manager, but he is not a visionary, nor is he someone with fresh ideas and is risk averse. That is not the combination which has made Apple, Apple.
A new CEO is needed at the helm of Apple. Being scared to make a mistake, or taking the "right' risks are two different things. Right now, Cook can't even manage to summon enough leadership ability to upgrade Macs on an even quasi-reasonable schedule. It is time for change.
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