NEWS

Former Apple Engineer: Tim Cook Made Apple A 'Boring Operations Company'

01/18/2017

3543

There's less internal conflict inside Apple — and that's not necessarily a good thing, according to one former employee.


Bob Burrough, a former Apple engineer, told CNBC that the invention of the iPhone came, in part, out of the chaos of Apple under co-founder Steve Jobs. 

"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, who most recently founded a 3D printing company called Bilt It.

"Working at Palm, the teams were highly organizational, [hierarchical] and responsibilities were siloed," Burrough said. "There was a clear sense that each person had a clear responsibility, and rarely deviated from it. When you went to someone for help solving a problem 'not my job' was a common response."


Tim Cook, who took over as Apple CEO in 2011, has made the company the richest in the world. Apple has nearly doubled its annual revenue under Cook, from $108.2 billion in 2011 to $215.7 billion in 2016. Cook has also replaced challenging leaders from the Steve Jobs era, such as Scott Forstall, who led the iOS platform used on the iPhone and iPad, but reportedly clashed with Cook and other Apple execs.

But while Apple has pumped out money, it has also faced grumbles that it's been slow to innovate in areas like self-driving cars, TV and video, and the Internet of Things. Despite introducing new products like the Apple Watch, the iPhone still makes up the vast majority of Apple's sales each year.


Entrepreneur Steve Blank has likened Cook's leadership to that of Microsoft's Steve Ballmer, who took over from Bill Gates and tripled Microsoft's sales. But under Ballmer, Microsoft missed major opportunities to retain its software dominance as companies like Apple, Google, Facebook and Amazon took the lead on mobile, search, social and cloud.


Burrough said he endorses the comparison between Ballmer and Cook. He went on a tweet storm on Tuesday where he said apple was no longer a "dynamic change-maker."


Former Apple Engineer: Tim Cook Made Apple A 'Boring Operations Company'


But not all former Apple employees agree. Tony Fadell, a top-tier Apple engineer who later founded home-automation company Nest and sold it to Google, has said that "there was never a competition" at Apple.

"We, together, were searching for the best solution. Steve asked us to test all the possibilities," Fadell tweeted.


Former Apple Engineer: Tim Cook Made Apple A 'Boring Operations Company'


There's still evidence of plenty of competition between engineers at Apple, if not what it once was: Bloomberg's Mark Gurman reports that in the past few years, inside the Mac division "Apple managers have also become more likely to float two or more competing ideas, meaning designers and engineers must work on more than one concept at a time. In the past, managers pushed a more singular vision."


Source: CNBC

Windows
Mac OS
iOS
Linux
3uTools
Win 64-bit For this device
V9.0 2025-11-11
Download
Win 32-bit For this device
V9.0 2025-11-11
Download
3uTools
Intel Chip How to Identify Chip Type
V9.0 2025-12-02
Download
Apple Silicon
V9.0 2025-12-02
Download
How to Identify Chip Type
1.  Click the Apple icon in the top-left corner of the screen and select About This Mac.
2.  Check the Processor or Chip field to determine if it is "Intel" or "Apple".
Please use the 3uTools PC client to install the iOS client:
1、 Install either the Windows or Mac version of 3uTools on your computer
2、 Open the PC client and connect your device to the computer via USB cable
3、 After the connection is successful, wait for the computer to automatically install the mobile app for the device, or locate “Install Mobile App” on the computer and manually click to install.
3uTools
deb file
V3.01 2025-11-20
Download
rpm file
V3.01 2025-11-20
Download
Windows
Windows
iOS
iOS
Android
Android
TV
TV
3uAirPlayer
Win 64-bit For this device
V6.0.2 2025-11-19
Download
Win 32-bit For this device
V6.0.2 2025-11-19
Download
iOS Device Mirroring (No App Required)
1、 Install 3uAirPlayer on the Windows PC
2、 Open Control Center and select Screen Mirroring
3、 From the list, choose your PC to start mirroring
4、 Or connect your iOS device to the PC via USB to begin mirroring
Scan to get "3uAirPlayer" App
3uAirPlayer TV V1.0.18
2025-11-28
TV System Requirements: Android 7.0 or later
Download the TV installation package, copy it to a USB drive, insert it into your TV or set-top box, then select the file from the home screen to install.