Apple’s Cook promotes Jeff Williams to inner circle

mantleApple has promoted long-time executive Jeff Williams to the role of chief operating officer – a job once held by Chief Executive Tim Cook, indicating he might be a number two.

The job was once seen as being the role of the heir apparent who takes over the job of Apple Messiah when the company leader is called to the last upgrade.

Williams joined Apple in 1998 and was the man who gave humanity the much-hyped much-delayed failure the Apple Watch, the company’s first new product since the iPad.

In charge of the iPhone maker’s supply chain, and service and support operations, he also looked after the company’s social responsibility initiatives.

Cook said in a statement that Jeff was the best operations executive he had ever worked with.

Williams’ job puts him into the elite inner circle in Apple which includes chief design officer Jony Ive. What is different is that he has the CEO’s old job title and was trained by Cook.

Sources inside Apple said that it was not a clear signal that Williams was going to be Cook’s successor, but then they would anyway.  In any event, Cook does not seem ready to be climbing on any chariots of fire yet.

Cynics suggest that he is playing a slightly Machiavellian game to keep its inner circle on its toes.

Apple will expand the responsibilities of global marketing chief Phil Schiller to include leading the Apple App Store.

The reshuffle allows Eddy Cue, Apple’s senior vice president of Internet software and services, to focus on deals. Apple has not been doing very well lately as its television operations failed because the music industry is no longer rolling over and doing what it is told.

Tor Myhren, chief creative officer of advertising agency Grey New York will join Apple as vice president of marketing communications in the first quarter of 2016.