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El difícil futuro de Apple: así se está gestando el inminente relevo de Tim Cook, su CEO telecinco.es 15/12/2024 19:20h.
El CEO de Apple, en una de sus últimas apariciones públicas EUROPA PRESS
El CEO de Apple, que pronto cumplirá 26 años en la compañía, elevó a la tecnológica hasta ser la empresa más valiosa del mundo El directivo habla de las funciones de salud de sus dispositivos como el gran “legado” de la compañía en una entrevista con Wired Los rumores colocan al actual vicepresidente senior de ingeniería de hardware como su sucesor No es habitual que Tim Cook conceda entrevistas, pero el CEO de Apple ha reaparecido recientemente en una conversación con Wired, uno de los medios tecnológicos más importantes. Durante sus casi 14 años de liderazgo en la multinacional (26 en la compañía), el directivo ha cosechado grandes éxitos, uno de ellos convertir a Apple en la empresa más valiosa del mundo.
Sin embargo, la compañía ha ido renunciando también en los últimos años a las grandes apuestas que la convirtieron en revolucionaria en muchos sentidos en la etapa de Steve Jobs. De entrada, los modelos de iPhone mantienen un diseño más o menos similar, con pocas novedades entre generaciones. En cuanto a los nuevos productos , las Apple Vision Pro , que situaron a la empresa en la vanguardia en computación espacial, tampoco han tenido la acogida esperada en tiendas. Su peso, el elevado precio y la falta de aplicaciones son varios de los factores que las han convertido en un producto casi exclusivo para ‘early adopters’.
Para Cook, el mayor legado de Apple es la salud Pero preguntado por el legado que deja Apple, Cook no duda un segundo en destacar las “aplicaciones de salud”, distribuidas en sus diferentes dispositivos. Para él, lo más importante es salvar la vida de sus usuarios cuando eso sea posible. Y en esta línea han ido las últimas keynotes de la compañía. Su aplicación para detectar la apnea del sueño con el Apple Watch , para mejorar la audición con los AirPods, o incluso para enviar mensajes de emergencia vía satélite con el iPhone en aquellos lugares sin cobertura son algunas de las últimas apuestas de Apple en este ámbito.
La Apple que más controla el mensaje Otro de los grandes cambios con respecto a su predecesor, Steve Jobs, ha sido el abandono de las presentaciones en directo. Precisamente en una empresa que se construyó, en parte, gracias a ese efecto que generaban los anuncios en un teatro abarrotado de seguidores. No son pocos los rumores de que algunos prototipos presentados en directo, como el primer iPhone, ni siquiera funcionaban del todo en los ensayos, lo que añadía un componente de incertidumbre que muchos admiradores apreciaban.
Con Tim Cook, la empresa ha pasado a un plano más conservador en sus keynotes, que ahora son todas grabadas: “En el teatro caben muy pocas personas, y queríamos que participara más gente en el anuncio en sí. Eso se puede hacer de forma mucho más productiva pregrabado que en vivo, por las transiciones en el escenario y demás”, explica el directivo en Wired.
El posible relevo de Cook Aunque ni el propio Cook ni la compañía han dado muchas pistas, sí que se han filtrado algunos nombres que podrían llegar a relevar al directivo en un futuro. En mayo se filtró el nombre de John Ternus , que lleva en la compañía desde el año 2001 y ha participado en la transición hacia Apple Silicon, el chip que ahora llevan todos los productos. Su edad, 49 años –frente a los 64 de Cook– y su simpatía con los actuales directivos podrían situarlo en la línea sucesoria. El reto del nuevo directivo será navegar por el nuevo camino de la inteligencia artificial, marcado por una rapidez y agilidad para las que la compañía debe estar preparada.
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