Apple (AAPL) Senior Vice Presidents Eddy Cue & Craig Federighi Interview

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Apple (AAPL) Senior Vice President Eddy Cue on focusing

“I love Facebook. We can’t be everything. One of the reasons we’ve been highly successful is that we focus. We can’t be great at everything; nobody’s great at everything. I mean, come on. So, if you want to be great at something, you have to focus and do a few things. We’ve been lucky. We’ve had a few, and not just one. That’s the only way we know how to work. So we don’t want to be Amazon and be Facebook and be Instagram and so on.”

Apple (AAPL) Senior Vice President Craig Federighi on how he thinks about their internal maps capabilities 

“While Maps isn’t a revenue-producing product itself, it’s a platform. It’s certainly an important feature in terms of the convenience it provides you, but Maps is a platform on which so many of our developers build. If you think about mobility in general, Maps is a core organizing structure for the physical world in which you interact. So many, many third-party apps incorporate mapping, as an understanding of where you are in relation to others, as a way to do all sorts of things—put photos on a map to help you relive a trip, get a heads up about when you need to leave, or see which of your friends is in a certain area. Just as our operating system is a platform or a foundation, having a map of the physical world is a foundation for building all kinds of value on the platform. Our Maps app is just one client of that underlying platform that’s delivered there.”

Apple (AAPL) Senior Vice President Craig Federighi on the company’s ability to evolve

“We are a company that has learned and adapted as we’ve gone into new domains, during Steve’s time and after Steve’s time. If you look at building mobile consumer devices and what it meant to market and retail those, we were doing lots of things we had never done while we were just the Mac company. Under Steve, that part of the business learned to adapt to that domain, and got really good at it. Under Steve, we got into silicon; we now design and build our own chips. The set of practices, disciplines, expertise, and management approach to releasing a chip that you’re going to fabricate in the billions is a different discipline than the one you’re going to use to design a Mac, or to sell something in retail, or to sell songs in the iTunes Store. So we had to develop that expertise in chips, because it was vital to the experience we wanted to deliver. Maps is yet another domain where we had to learn what we didn’t know. And as we realize that a particular technology or approach is necessary to deliver new experiences, we’re going to learn what we don’t know and adapt our style to address it. There’s not just one way to get things done here.”

 

 

Source: Fast Company Interview, August 10 2016 – http://www.fastcompany.com/3062596/tim-cooks-apple/eddie-cue-and-craig-federighi-open-up-about-learning-from-apples-failures