The Succession of Tim Cook (VI): Deirdre O’Brien, an All-Round Senior Candidate

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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Apple faces several challenges in the coming years that extend beyond its product lineup. These challenges are largely related to customer relations and internal operations and include:

• Ensuring exceptional customer experience in an increasingly competitive market.
• Effectively managing the global supply chain and retail operations.
• Adapting sales strategies to the evolving retail and online landscape.
• Promoting diversity and inclusion within the company and its products.
• Balancing innovation with the need to maintain healthy profit margins.

As senior VP of retail and people, Deirdre O’Brien plays a crucial role in these challenges. Her decisions directly influence customer interactions with Apple and the management of the company’s most valuable resource: its employees.

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💇🏻‍♂️ Who is Deridre O’Brien? O’Brien joined Apple in 1988 and has accumulated more than three decades of experience within the company. In 2017, she was appointed VP of people, and in 2019, she also took on the leadership of retail following Angela Ahrendts’ departure.

At 58, O’Brien is one of Apple’s most seasoned executives, with a profound understanding of the company’s operations and culture. During her tenure at Apple, she’s also held key roles in global demand planning and supply chain management.

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📈 O’Brien’s rise to the top. O’Brien has played a crucial role in several key areas of the business:

• Operations (1988-2017). During Apple’s peak growth period, she was instrumental in supply chain management and demand planning.
• People (2017-present). She currently leads all functions related to personnel, including talent development, recruiting, working conditions, and inclusion and diversity initiatives.
• Retail (2019-present). She oversees Apple’s global network of retail and online stores. As such, she manages more than 500 Apple Stores and 70,000 employees at its physical store.

Product launches. She’s been vital in planning and executing iconic product launches, such as the iPhone and Apple Watch.

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✅ In favor of O’Brien. Arguments for her selection:

• Diverse experience. O’Brien possesses extensive knowledge across various areas of Apple’s business, from operations to human resources and retail.
• An Apple veteran. With more than 30 years at the company, she deeply understands Apple’s culture, processes, and evolution over time.
• Leadership skills. She has a proven track record of leading large, diverse teams across multiple areas.
• Customer focus. Her role in retail gives her unique insights into the needs and expectations of Apple’s customers.
• Crisis management. She’s effectively managed significant setbacks, such as adapting retail operations during the COVID-19 pandemic.

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❌ Against O’Brien. Disadvantages to consider:

• Lower public profile. She has less visibility at Apple events compared to other executives.
• Limited experience in product development. While she’s been involved in product launches, she hasn’t directly led hardware or software development.
• Age. At 58, she may offer fewer years of leadership experience than younger candidates, such as hardware engineering senior VP John Ternus. With each passing year without Cook stepping aside, O’Brien is also one year closer to retirement.

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🔭 Bottom line. O’Brien would bring a leadership style focused on operations and customer experience. As such, her approach would emphasize corporate culture and talent development rather than prioritize software, hardware, and finance. Her extensive experience across multiple facets of the business could be advantageous if Apple’s board seeks a different focus from its current leadership.

O’Brien combines a deep understanding of Apple’s operations with proven leadership skills in several sensitive areas of the business. Her biggest challenge will be demonstrating that she can drive product and technology innovation at the same level at which she’s managed operations and retail.

Image | Apple | Xataka

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