Apple turned into a ‘boring company’ under Tim Cook leadership says says former engineer

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It really stands out how easy it is to talk about Apple and win a cover in any medium. This is a technique that Elon Musk (CEO of Tesla Motors) and other entrepreneurs often use when they are a certain time without appearing in international media. This time it was Bob Burrough, a former engineer of the Cupertino company who accuses it of being “boring” since being in the hands of Tim Cook. We are going to analyze the errands that the former engineer has left to the current CEO of Apple and weigh up how much reason he has in the words that he dedicates.

Bob entered the Apple back in 2007, and communicates in his CNBC interview that this was the closest thing to the “Wild West” you could imagine. They were working on numerous projects and it seems that none fit their profile of worker, however, was a constant challenge, an innovation that never ceased. Under Jobs’s leadership, it was about prioritizing projects because otherwise everything would become chaos, however, now that Tim Cook has the company’s leadership, everything has become much more organized, and it’s difficult for a project to stay dead by the way.

At Apple in 2007, organizationally it was the wild west,” Burrough said. “I was hired under a particular manager, but for the first two years worked on projects that had virtually nothing to do with that manager’s core responsibility. That’s because the organization wasn’t the priority, the projects were the priority. It was the exact opposite of ‘not my job.’ It was ‘I’m here to solve whatever problems I can, irrespective of my role, my title, or to whom I report.’ It was wild. But it was also very rewarding, because everything you did had maximal impact on the product.”

But today, the “dynamic has clearly and distinctly changed,” and Apple is much closer to his job at Palm, said Burrough.

These are the words that the engineer has dedicated to the medium, meanwhile, used to throw a dart, accusing Tim Cook of boring and conservative. And certainly we can not deny it, the last three models of the iPhone have hardly implied a huge conceptual change, just as in areas such as the iPad or the Mac are evolving in steps much smaller than what Steve Jobs had wanted.

(source: CNBC)

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