With the release of the iPhone 16 and numerous incomplete or malfunctioning software updates, Apple announced the departure of Carol Service, head of Human Resources, after less than two years in the position. The company’s decision to eliminate her position comes after a series of events that have highlighted the challenges it faces in maintaining a high level of quality.
On a related note, Mark Gurman, who is knowledgeable about Apple’s affairs at Bloomberg, reported that senior recruitment officer Sjoerd Gehring has also left the company after about six years of work in talent management, recruitment, administration, and immigration.
On the other hand, Apple’s Chief Financial Officer, Luca Maestri, is leaving the company after more than ten years of service, raising questions about Tim Cook’s strategies in retaining investors after Steve Jobs’ departure. However, according to Gurman, Tim Cook is not in jeopardy, despite the challenges the company faces such as the incomplete launch of VisionOS 2, the absence of artificial intelligence in the iPhone 16, as well as the issues caused by iOS 18 affecting phones and iPads.
The changes within the company indicate that Apple has lost some of its grip on quality assurance, as its projects in other areas, such as the Apple car and Vision Pro, have not achieved the desired results. Nevertheless, Apple remains one of the largest companies in the world, with an extremely loyal customer base, raising questions about the continuity of this loyalty.
In an attempt to regain its position, Apple seems to be focusing on new areas such as robotics, with Gurman revealing the company’s plans to develop an iPad robot, as well as its ambitions to manufacture humanoid robots in the future. The company also remains interested in producing a product similar to Meta’s Orion AR glasses, indicating its strategy towards innovation and expansion into new areas.
