The Succession of Tim Cook (IV): Greg Joswiak, the Guardian of the Brand

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.



In addition to its products, services, ecosystems, and regulations, Apple faces several challenges in the coming years, including:

• Maintaining leadership in mature markets, such as smartphones and computers.
• Not only launching new products and services but also effectively communicating their value in a manner consistent with the brand’s history.
• Successfully communicating the transition into new markets, such as augmented reality, wearables with new form factors, and other new categories.
• Balancing innovation with familiarity to retain the loyalty of long-time Apple customers while also attracting new users.
• Adapting marketing strategies to keep pace with an ever-changing media and social landscape.

As senior VP of worldwide marketing, Greg Joswiak, also known as “Joz,” is central to addressing these challenges. His decisions play a significant role in how Apple presents and positions its products in the marketplace.



💇🏻‍♂️ Who is Greg Joswiak? Joswiak joined Apple in June 1986 and has almost four decades of experience with the company, making him one of its most seasoned executives. He has played a crucial role in launching and marketing many of Apple’s most successful products, including the iPod, iPhone, and iPad. At 61, Joswiak possesses an unmatched depth of experience and seniority.

Throughout his tenure at Apple, he’s overseen product marketing for virtually all of the company’s hardware lines and has also been key in developing new strategies for product launches.



📈 Joswiak’s rise to the top. He’s been instrumental in the launch of several key Apple products:

• iPod (2001-2017). Joswiak led product marketing for the iPod, which significantly transformed music consumption.
• iPhone and iOS (2007-present). He’s played a crucial role in the positioning and marketing of Apple’s most important product.
• iPad (2010-present). He oversaw the launch and ongoing marketing strategy for the iPad.
• Worldwide marketing (2020-present). He became senior VP of worldwide marketing, succeeding another Apple icon, Phil Schiller.



✅ In favor of Joswiak. Arguments for his selection:

• Product marketing experience. Joswiak possesses extensive knowledge and historical context on how to effectively position and sell Apple products.
• Apple veteran. With nearly four decades at the company, he has an unparalleled understanding of Apple’s culture and internal processes.
• Consumer understanding. He has demonstrated an exceptional ability to understand and anticipate customer needs.
• Launch experience. He played a crucial role in launching several products that have redefined their respective categories.
• Continuity. His long track record at Apple would ensure continuity in corporate culture and product strategy, especially from an external perspective.



❌ Against Joswiak. Disadvantages to consider:

• Limited focus on operations. Joswiak’s experience has primarily been in marketing and product development, with little focus on operations or finance.
• Age. He’s only two years younger than Cook.
• Limited public profile. While he’s well respected internally and recognized by Apple enthusiasts, he lacks high public visibility.
• Hardware-focused experience. This could be a disadvantage considering the growing importance of services for the company.



🔭 Bottom line. Joswiak would bring product and marketing-centric leadership, potentially signaling a focus on product innovation and how Apple engages with its customers. His appointment would reinforce Apple’s commitment to design excellence and the user experience that has defined the brand.

Joswiak has extensive experience at Apple and a deep understanding of how to create and market highly successful products. His biggest challenge will be to demonstrate his ability to lead all areas of Apple’s business, including services, operations, and finance, which have been largely outside his career focus.

Image | Apple | Xataka

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