Recently, the departure of senior executives from Apple's management has attracted widespread attention. Among them, Tangyewtan, the chief designer and vice president, announced his departure from Apple, which brought a big impact to the market. Tangyewtan was responsible for the design of two of Apple's most important products, the iPhone and the iWatch, and played a key role in the success of these products. However, due to the decline in sales of the iPhone and iWatch, he was pressured by the upper management and eventually chose to leave. In addition, there are other Apple executives leaving, such as Steve Hötling, vice president of touchscreen technology, and Peterstern, vice president of Applev, among others. These departures are closely related to Apple's woes in hardware sales and product innovation.
In addition to the departure of senior executives, Apple has also undergone large-scale management changes and adjustments. Recently, Apple promoted more than 10 vice presidents, including key positions such as vice president of marketing, vice president of retail, and vice president of retail operations. This series of changes means that Apple is undergoing a violent management purge. At the same time, even executives who have not been purged are under intense pressure, such as a 40% reduction in CEO Timcook's salary. This series of changes and adjustments shows Apple's dissatisfaction with the status quo and its attempt to find new breakthroughs through adjustments.
Apple has faced many challenges and pressures in recent times, especially when it comes to hardware sales. The most obvious is the decline in iPhone sales, especially the "squeezing toothpaste" upgrade of the iPhone 15, which has been criticized. In addition, Apple has also encountered difficulties in the research and development of 5G chips, which has further weakened the company's competitiveness in technological innovation. In contrast, Apple's service revenue, while still strong, relies on hardware sales, and if hardware sales continue to decline, it is worth considering how long service revenue can last. This issue has not received enough attention before, but now it has become very urgent.
Apple has always been successful with its innovation and design, but in recent years, Apple's innovation and design teams have been in turmoil. The departure of Jonyive, Chief Design Officer, and Hankey, Vice President of Industrial Design, has led to the departure of more than 15 people from the industrial design team. Yves has said that Apple is now more focused on operations than product design, which has also become one of the reasons for the departure of the team. These departures and team turmoil have affected Apple's industrial design and innovation capabilities, which has further exacerbated Apple's dilemma in product competition.
Apple is currently facing a number of challenges and pressures, from declining hardware sales to turmoil in its innovation and design teams, all of which pose certain concerns about the company's future growth. Especially in the current rapidly changing technology and market environment, Apple needs to be more agile to seize opportunities, enhance innovation capabilities, and improve hardware sales and user experience to remain competitive. Otherwise, Apple may face the fate of companies like Nokia, which is gradually eliminated from the market.
In conclusion, Apple's executive departures and management changes show that the company is facing a series of challenges and pressures. At this critical juncture, Apple needs to re-examine its development strategy, strengthen its innovation and design capabilities, respond to changes in the market, and find new growth points. At the same time, strengthen internal management and team stability to lay a solid foundation for Apple's future development.