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.
Some of the unfinished business for Apple’s future includes:
- Expanding and enhancing digital service offerings to drive growth.
- Competing effectively in the content streaming market.
- Maintaining and strengthening Apple’s ecosystem amid growing competition.
- Innovating at the renowned intersection of hardware, software, and services.
- Navigating the complexities of content negotiations.
As senior VP of Internet software and services, Eddy Cue is well-prepared for these challenges. His decisions significantly influence how Apple positions itself in the evolving landscape of digital services and content, an area that has become increasingly important.
👨🏻💼 Who is Eddy Cue? Cue joined Apple in 1989, which means he's been a part of the company for more than three decades. He’s played a significant role in developing many of Apple’s key services, including the iTunes Store, the App Store, Apple Music, and Apple TV+. At the age of 59, Cue is one of Apple’s longest-serving executives and has been pivotal in the company’s shift of focus from hardware manufacturing to service provider.
Throughout his time at Apple, Cue has led crucial negotiations with the music and entertainment industries and has overseen the launch of numerous digital services introduced in recent years.
📈 Cue’s rise to the top. He’s played a pivotal role in several key areas for the company:
- iTunes and App Store (2004-present). Cue was responsible for developing and launching these two platforms, which are essential within the Apple ecosystem. He was also responsible for the segmentation of iTunes over the past decade.
- iCloud (2011-present). He oversaw the launch and expansion of Apple’s cloud services.
- Apple Music (2015-present). He was instrumental in the launch and growth of Apple’s music streaming service, evolving from iTunes.
Apple TV+ (2019-present). He led Apple’s entry into the video-on-demand market.
✅ In favor of Cue. Arguments for his selection:
- Experience in services. Cue has a strong understanding of the digital services market, which is strategic for Apple’s future growth.
- Negotiation skills. He’s demonstrated his ability to close deals in the challenging entertainment industry.
- An Apple veteran. With more than 30 years at the company, he’s very familiar with Apple’s culture and processes.
- Ecosystem vision. He understands how to integrate hardware, software, and services to create a cohesive user experience.
- Adaptability. He’s led Apple’s transformation in various service areas over the years, which would be highly regarded by investors and advisors.
❌ Against Cue. Disadvantages to consider:
- Limited focus on hardware. Cue’s expertise is mainly in services and software rather than in hardware development, which has historically been Apple’s core focus.
- Age. At 59, he’s only four years younger than CEO Tim Cook.
- Past controversies. He faced criticism for the initial launch of Apple Maps and other projects he oversaw.
- Leadership style. His more relaxed leadership style appears less dynamic compared to other candidates who exhibit stronger leadership qualities.
🔭 Bottom line. Cue’s appointment would be a shift toward a leadership style that focuses on services and content. This might have seemed unthinkable a decade ago, but it’s much more relevant today. His leadership could enhance Apple’s services ecosystem and strengthen relationships with content creators.
Cue brings extensive experience from his time at Apple, along with a strong understanding of the digital services market. However, his biggest challenge will be proving his ability to oversee all aspects of Apple’s business, including hardware and operations, areas in which he has no prior experience.
Image | Apple | Xataka
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