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Posted on January 22nd, 2009 by Barry Collins

The man who should replace Steve Jobs at Apple

Steven SinofksyWhether Steve Jobs really does only need to get his hormones back in balance, or there’s something more serious going on, Apple are going to need to find a new top dog at some juncture.

For me, there’s one outstanding candidate for the job and (whisper it) he comes from the old enemy: Microsoft’s Steven Sinofsky.

Sinofsky’s performed not one, but two minor miracles at Microsoft. He was the man responsible for the magnificent overhaul of the Office suite, with Office 2007. Microsoft was so scared of tampering with the Office cash cow that the software had barely changed in appearance since the days of Windows 3.1. Redesigning the interface on a piece of software that is used by the vast majority of office and homes around the world was fraught with risk, but Sinofsky and his team pulled it off with care and no small amount of style. Now not only is it immeasurably easier to produce professional-looking documents in Word, for example, but fast-gaining open-source rivals such as OpenOffice now look tired by comparison.

Following his success with Office, Sinofsky was sent to rescue Windows from the car crash that was Vista. The end result? Windows 7. Arguably the first Microsoft operating system since Windows 95 to create an enormous feel-good factor. Yes, it’s still in beta, and yes, it could still all go horribly wrong. But all the indications are that Microsoft’s learnt the lessons of Vista, and produced a lean, powerful and attractive operating system that actually makes computing easier. And they did it on Sinofsky’s watch.

I first encountered Sinofsky in the flesh at last year’s Professional Developers Conference, and he has that Jobs-like combination of public speaking with confidence, charisma and complete control of the subject matter. During a press conference, he dealt brilliantly with a verbal assault from a French journalist with an axe to grind over one of Vista’s many flaws, accusing Microsoft of not even testing the software it pumps out.

He waited patiently for the grand-standing hack to vent his spleen, before calmly asserting: “Whenever someone finds a part of Windows they don’t like, they assume it’s something we put a junior design team on to torture people with. We have 40 people who do nothing but test the [Windows] product every day. We’re more committed to usability than we ever were. But that’s just like saying we like quality.” Direct, funny, assertive. The hack sat down and shut up pretty quickly.

Compare and contrast that to the way Steve Jobs stand-in Phil Schiller deals with this mildly impertinent question from Channel 4 News’s Ben Cohen. Schiller simply blanks the question and darts a pleading glance at the off-camera Apple PR flunkies, who cut the interview short. And this is the senior vice president of worldwide marketing.

Sinofksy might lack hardware experience, but he’s smart, level-headed and has one hell of a track record of delivering innovative products. At PDC he was even wearing jeans and a polo-neck, so he’s got the Apple uniform already.

Could Apple really appoint a Microsoft man as CEO? Yes, it could. And yes, it should. 

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4 Responses to “ The man who should replace Steve Jobs at Apple ”

  1. elo Says:
    January 22nd, 2009 at 8:19 pm

    It seems weird to me that Schiller handled this question so poorly. Even if he wasn’t expecting it that day, I’m guessing that he has thought about this before (probably fielded questions about it before even?) and that it must have come up in meetings…their policy, the monopoly question, what their official line should be, etc…

    Sinofsky is an interesting idea for a Steve Jobs replacement. There are, however, good candidates besides Schiller from within Apple. I’m surprised that there haven’t been more articles profiling the other possibilities. (Here’s one article that does – http://www.macworld.com/article/134995/2008/08/apple_executives.html )

    Dr. Tantillo (’the marketing doctor’) did a post back in July on his branding blog, pointing out that Jobs and Apple are two separate–albeit intertwined–brands.
    Tantillo argues
    that Jobs should have a succession plan. I don’t necessarily agree, but I do think he makes a good point about Jobs and Apple being two separate brands–Apple would be different with Sinofsky or anyone else. But different is not always bad.

     
  2. Arek Says:
    January 23rd, 2009 at 5:43 pm

    Myabe he would be righ for the job, but just imagine the collective reaction to the news that Apple has to resort to headhunting MS empolyees to fill the (potential) gap.

     
  3. muck Says:
    January 25th, 2009 at 2:40 pm

    Well Apple and Bill Gates used to be great pals. In fact I read an old Apple advert that was singing the praises of Gates.

     
  4. Could people learn to love Microsoft once more? | PC Pro blog Says:
    September 14th, 2009 at 11:18 am

    [...] desktop hegemony to the “cloud”. Perhaps its most important general, however, is Steven Sinofsky, the man responsible for Office 2007 and Windows 7. An engaging speaker and engineer, Sinofsky also [...]

     

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