Apple’s latest fiscal results have shown dramatic growth in the category services, which includes some very popular items from the Apple catalog, such as iCloud, Apple Music and Apple Pay. The expressiveness of this category also affected Apple’s internal organization, which had to prepare for this “new Era”.
THE Wall Street Journal published a report on how Cupertino’s recent comings and goings (hires, exits and promotions) “shook” company employees and caused some projects to be embargoed while others became a priority.
More recently, a major change in Apple’s leadership involved the departure of Angela Ahrendts, then head of retail, and the promotion of the hitherto vice president of people, Deirdre O’Brien. According to the WSJ, O’Brien «will focus on completing the Apple store upgrades initiated by Ahrendts and determining how Apple will promote its services in stores.»
Last year, the formerGoogler John Giannandrea he was also promoted to the position of senior vice president of machine learning and artificial intelligence strategies; earlier this month, Giannandrea decided to transfer the then head of Siri, Bill Stasior, for a lower position in the company, according to WSJ. According to the report, Giannandrea is focusing on “improving Siri’s accuracy and performance”.
In addition to leaders in its products and services, Apple also redistributed, overnight, about 200 employees involved with the Titan Project. To WSJ, many of Apple’s engineering resources have been moved to focus on services, primarily for its thriving streaming of videos.
The main reasons for the changes vary by division. But collectively, they reflect Apple’s efforts to transition from an iPhone-driven company to one where growth flows from potentially transformative services and technologies.
In fact, this year will be quite hectic for the Apple Services industry; as soon as next month, the company is expected to present its new news service, followed by the infamous “Apple Video” – and, still, a possible platform for streaming games (this one, according to rumors, still far from reality).