Report: Phil Schiller Has a Friendly Shortcut "NFW" for Killing Bad Ideas


A new report from L & # 39; information Today, we examine the 180 influential Apple leaders who shape the future of society. Among the topics discussed, including Tim Cook and his management style and the rise of other company executives, is an interesting detail about a shortcut "NFW" that Vice President Phil Schiller would have used to shoot down the bad ideas.

L & # 39; information The anecdote about Schiller comes from one of his lieutenants:

He has considerable influence on Apple's product roadmaps and can shoot down a project if he disapproves of it, they said. When the Spotlight research team proposed a new feature at a meeting a few years ago, for example, one of Mr. Schiller's lieutenants informed the group that his response to the proposal was "NFW" – short for "no f *** way. "The feature has been set aside.

However, it is difficult to know if this is really true. For example, in 2014, the book Haunted empire: Apple after Steve Jobs told a story that Jobs had thrown a pen on Eddy Cue's face, but Cue had told us first-hand that it had not happened.

The report also outlines how Tim Cook approaches his role as CEO as a delegate and guide and is not often involved in product decisions.

Unlike Mr. Jobs, a legendary control maniac, Mr. Cook is a consensus builder who tends to consult closely with his most senior lieutenants. Former guru of operations and supply chain at Apple, he avoids meddling in product decisions, as did Jobs, said people familiar with its leaders.

Apple employees have said L & # 39; information One of the benefits of Cook's management style is that the company is less political than the Jobs era.

One of the benefits of Mr. Cook's approach is that the relationship between senior vice presidents of the company is less politically volatile than it was in the Jobs era, employees said. current and former employees. When conflicts arise, Mr. Cook expects his lieutenants to resolve their differences. Mr. Jobs has often taken sides and found advantages in opposing leaders to each other, they said.

The report also includes a table listing the top 180 executives and notes the current 132,000 employees of Apple's staff. This number has more than doubled since 2011, when Tim Cook took office as CEO.

See the full report here.

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