后喬布斯時(shí)代蘋果權(quán)力結(jié)構(gòu)大猜想
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????亞當(dāng)?拉辛斯基的大作《蘋果解密》（How Apple Works）刊登于今年5月23日的《財(cái)富》雜志（Fortune）上。當(dāng)時(shí)，這篇“內(nèi)幕”報(bào)道引起了很大的轟動(dòng)。直到上周，這篇文章的才在網(wǎng)上全文發(fā)布。文中我最喜歡的內(nèi)容之一是它的組織結(jié)構(gòu)圖。這張圖是在高級(jí)研究編輯多莉絲?伯克的指導(dǎo)下，由《財(cái)富》雜志的制圖團(tuán)隊(duì)通力合作的成果。（點(diǎn)擊此處觀看高分辨率版。） ????這張組織結(jié)構(gòu)圖現(xiàn)在已經(jīng)顯得有些過時(shí)了。比如，零售總裁羅恩?約翰遜6月宣布，他將離開蘋果，轉(zhuǎn)投大型服裝連鎖超市運(yùn)營公司J.C.Penney。 ????現(xiàn)在，這張圖即將發(fā)生重大改變，而蘋果公司（Apple）在蒂姆?庫克治下將如何進(jìn)行重組將是后史蒂夫?喬布斯時(shí)代面臨的首要問題之一。 ????珍-露易絲?蓋瑟曾在科技與媒體動(dòng)態(tài)通訊“星期一評(píng)論”（Monday Note）的一篇題為《史蒂夫：現(xiàn)在誰來保護(hù)我們免受廉價(jià)平庸貨色的騷擾？》（Steve: Who's going to protect us from cheap and mediocre now?）中暗示，蘋果的權(quán)力核心將刻上庫克的大名。但事情并不是這么簡單。蒂姆?庫克不是史蒂夫?喬布斯，他本人率先承認(rèn)了這一點(diǎn)。 ????“得了吧，代替史蒂夫？不可能。他是不可代替的。”拉辛斯基在2008年《財(cái)富》雜志上發(fā)表的人物專訪《史蒂夫背后的天才》（The genius behind Steve）一文中曾經(jīng)援引過庫克的原話?！斑@是人們必須接受的現(xiàn)實(shí)。” ????那么，庫克會(huì)搭建一個(gè)什么樣的組織呢？他在蘋果公司領(lǐng)導(dǎo)層網(wǎng)頁上的官方個(gè)人簡介或許能夠提供一些線索： ????蒂姆2011年8月被任命為蘋果公司首席執(zhí)行官之前任職蘋果首席運(yùn)營官，負(fù)責(zé)公司全球銷售與運(yùn)營的全部事務(wù)，包括端對(duì)端管理蘋果公司在所有市場和國家的供應(yīng)鏈、銷售活動(dòng)、以及服務(wù)和支持活動(dòng)。他還負(fù)責(zé)蘋果公司的“麥金塔”（Macintosh）部門，并在戰(zhàn)略分銷商和供應(yīng)商關(guān)系的持續(xù)發(fā)展上承擔(dān)關(guān)鍵職能，確保靈活應(yīng)對(duì)要求日益苛刻的市場。 ????正如約翰?格魯伯在周五的脫口秀播客中所暗示的《這一天已經(jīng)到來》（That day has come），如果把庫克擔(dān)任首席運(yùn)營官期間承擔(dān)的職責(zé)列表給某個(gè)對(duì)蘋果公司一無所知的人看，請(qǐng)他猜猜猜庫克的頭銜，大多數(shù)人都可能會(huì)認(rèn)為庫克已經(jīng)是實(shí)質(zhì)上的首席執(zhí)行官了。 ????但是，請(qǐng)注意他職責(zé)中所遺漏的部分。庫克并不負(fù)責(zé)蘋果公司的工業(yè)設(shè)計(jì)部門——而是由喬尼?伊夫直接向喬布斯匯報(bào)。同時(shí)也不負(fù)責(zé)iPhone和iPad的軟件部門——這部分業(yè)務(wù)由斯科特?弗里斯托直接向喬布斯匯報(bào)。此外，他也不干涉營銷部門（菲爾?席勒負(fù)責(zé)）、零售（羅恩?喬森負(fù)責(zé)）以及互聯(lián)網(wǎng)服務(wù)（艾迪?庫伊負(fù)責(zé)。） ????對(duì)我來說，這就意味著從現(xiàn)在開始的一年多時(shí)間里，蘋果公司可能會(huì)從輪輻狀的組織結(jié)構(gòu)演變?yōu)楦鼮閭鹘y(tǒng)的，由上而下的金字塔結(jié)構(gòu)。 ????可以肯定的是，在新的組織結(jié)構(gòu)圖里，庫克的大名將位于頂部。但是，在他之下，那些副總裁的大名將成排出現(xiàn)，他們?cè)诠緳?quán)力體系中的地位得到提升，因?yàn)樗麄儗⒈仍趩滩妓怪蜗聲r(shí)期擁有更大的控制權(quán)和自主權(quán)。 ????但是這僅僅是個(gè)猜測。也許多莉絲?伯克和她的制圖團(tuán)隊(duì)某一天會(huì)向我們展示真正的變化到底是什么面貌。 ????譯者：清遠(yuǎn) |
????One of my favorite elements in Adam Lashinsky's How Apple Works -- the "inside" story that created a sensation when it appeared in the May 23 issue of Fortune but was made fully available online only last week -- was the organization chart assembled by Fortune's graphics team under the guidance of senior research editor Doris Burke. (Click to enlarge the high-res version at right.) ????It's a bit out of date. Retail chief Ron Johnson, for example, announced in June that he was leaving for J.C. Penney (JCP). ????But now the chart is about to change in a more substantive way, and how Apple (AAPL) reorganizes itself under Tim Cook is one of the central issues the company faces in the post-Steve Jobs era. ????Jean-Louis Gasseé, in a "Monday Note" entitled Steve: Who's going to protect us from cheap and mediocre now?, suggests that Cook's name will move to the center. But it's not going be that simple. Tim Cook is not Steve Jobs, and he's the first to admit it. ????"Come on, replace Steve? No. He's irreplaceable," Cook is quoted as saying in Lashinsky's 2008 Fortune profile The genius behind Steve. "That's something people have to get over." ????So what kind of organization will Cook create? His official bio on Apple's leadership page offers some clues: ????Before being named CEO in August 2011, Tim was Apple's Chief Operating Officer and was responsible for all of the company's worldwide sales and operations, including end-to-end management of Apple's supply chain, sales activities, and service and support in all markets and countries. He also headed Apple's Macintosh division and played a key role in the continued development of strategic reseller and supplier relationships, ensuring flexibility in response to an increasingly demanding marketplace. ????As John Gruber suggested in Friday's Talk Show podcast (That day has come), if you showed the list of Cook's responsibilities as COO to someone who didn't know anything about Apple and asked them guess his title, most people would probably assume that Cook was already CEO. ????But take note of what's missing. Cook did not oversee Apple's industrial design -- that was Jony Ive answering directly to Jobs. Or its iPhone and iPad software division -- that was Scott Forestall answering to Jobs. Or marketing (Phil Schiller). Or retail (Ron Johson). Or Internet services (Eddy Cue). ????What this suggests to me is that a year or so from now, Apple may have evolved from a spoke-and-wheel organization into a more traditional, top-down pyramid. ????In the new org chart, Cook's name would be at the top, to be sure. But below him would be arrayed the names of the vice presidents who have risen in the organization as they assumed more control and independence than they ever had under Jobs. ????But this is only speculation. Perhaps Doris Burke and her graphics team will someday show us how it really turned out. |
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