The Succession of Tim Cook (III): Craig Federighi, the Charismatic Software Leader

At Xataka On, we’re publishing a series of weekly articles on Tim Cook’s upcoming succession as CEO of Apple. This transition, expected to occur before the end of this decade, will mark a significant moment in the history of technology.

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In the coming years, Craig Federighi faces several challenges as the leader of software engineering at Apple, including:

• Sustaining innovation in software and services in an increasingly competitive marketplace.
• Continuing to incorporate AI into Apple’s operating systems and apps.
• Managing developer expectations and growing the App Store, especially with the emergence of competition.
• Ensuring user privacy and security amid a complex digital landscape that includes on-premise AI, cloud AI, services, and third-party stores.

At the end of the day, Federighi’s decisions significantly impact the day-to-day experience of millions of users with Apple products.

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💇🏻‍♂️ Who is Craig Federighi? Federighi joined Apple in 1996 during the acquisition of NeXT, where he worked closely with former CEO Steve Jobs. After leaving Apple in 1999 to join software company Ariba, he returned in 2009. He became the senior VP of software engineering in 2012. At 54, he’s known for his charisma and his talent for presenting products at Apple events.

During his time at Apple, Federighi has led the development of macOS and iOS, overseeing significant changes such as the introduction of iCloud, Siri, and, more recently, privacy technologies like App Tracking Transparency.

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📈 Federighi’s rise to the top. He’s been key to major software milestones at Apple:

• iCloud (2011). He led the implementation of iCloud, which has become central to Apple’s ecosystem.
• iOS 7 (2013). He oversaw the most significant redesign in iOS history.
• Continuity (2014). He drove the deepest integration between Apple devices, a feature that has continued to evolve since then.
• Swift (2014). He introduced Apple’s new programming language.
• Apple Silicon (2020). He collaborated closely with the hardware team to optimize macOS for Apple’s custom-designed chips, replacing Intel’s processors on Macs.

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✅ In favor of Federighi. Arguments for his selection:

• Software vision. In an age where software and services are crucial, Federighi has a deep understanding and extensive experience in these areas.
• Charisma and communication skills. He’s a charismatic host who exudes likability, in contrast to Cook’s colder, more distant demeanor. Federighi would bring a sense of passion and inspiration back to Apple’s leadership.
• Expertise in AI and privacy. He has been at the forefront of Apple’s initiatives in artificial intelligence and privacy, fields that are becoming increasingly significant each year.
• Ecosystem knowledge. Federighi possesses a comprehensive understanding of how Apple’s various products and services interconnect. In fact, the concept of “Continuity” emerged during his tenure.
• Relationship with developers. He has played a pivotal role in enhancing developer tools and platforms and is viewed as a consensus-builder within the developer community.

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❌ Against Federighi. Disadvantages to consider:

• Limited hardware experience. Although Federighi has collaborated closely with the hardware team, his primary focus has been on software development.
• His age. At 54, he may bring fewer years of leadership experience compared to slightly younger candidates like John Ternus, Apple’s senior VP of hardware engineering. This disadvantage will increase with each passing year until the transition occurs.
• Lack of operations experience. Compared to other candidates, Federighi has less experience in supply chain management and corporate finance, areas that have become particularly important under Cook’s leadership.

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🔭 Bottom line. Federighi represents a shift toward leadership emphasizing software and services, which are increasingly crucial to Apple’s strategy. His charisma and communication skills would be invaluable for maintaining Apple’s public image, especially now that the company is larger and faces more scrutiny than ever.

Federighi combines a deep technical understanding with strong leadership and communication abilities, making him a compelling candidate to succeed Cook. However, his biggest challenge would be to prove that he can effectively manage the hardware and operations aspects of Apple, areas where he currently lacks expertise.

Image | Apple | Xataka

Related | The Succession of Tim Cook (I): This Is the Legacy He’ll Leave Behind as Apple’s CEO