Williams, Schiller, Srouji: Why Apple's new executive titles really matterApple's executive announcements might seem ceremonial, but they're also critically functional. Apple adjusted some titles in its upper ranks today. I say adjusted because, rather than being promotions, they better reflect what's been the reality for a while now. Jeff Williams, previously senior vice president of operations, is now formally the chief operating officer. That brings Apple's officer count to four, including chief executive officer Tim Cook, chief financial officer Luca Maestri, and chief design officer Jony Ive. Though Tim Cook was previously COO under the late Steve Jobs, and has world-class skills in that area, being CEO is something else entirely, and so Williams has effectively been COO for a while. Putting Williams' name on the title, though, makes the responsibilities clear, and frees both Williams and Cook up for all that Apple is considering next. Phill Schiller taking over on App Store is more interesting. While Schiller has effectively had that kind of clout...<br clear='all'/>
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Williams, Schiller, Srouji: Why Apple's new executive titles really matter
