Ken Segall, an advertising veteran and one-time Steve Jobs, is concerned that Apple loses some of its chutzpah under CEO Tim Cook.
In an interview with The Daily Telegraph, the former creative director of the Chiat / Day advertising agency said that Apple did not take any of the market risks at work and was unable to create personalities around new iPhones.
Segall worked on final campaigns like "Think Different" and created the name of iMac, so he knows what brand that worked for Apple after Jobs returned to the company in 1997.
"The pass of Steve Jobs created a completely different approach to marketing as we can see the results, says Segall. "As a marketer I look at it and can see the difference between Steve is there – and not being there – very clear."
Segall suggested that this may be because Cook was able to get advice to play it safe. "Tim Cook goes to the recommendation of the people around him," he said, adding that they were "a little vanilla." Segall continued: "In a large corporate environment, people tend to get safer In ancient times, Apple used to do things that get a lot of attention. "
This is not the first time Segall has criticized a Post-Jobs Apple. In 2016, Segall said Apple's iPhone name policy had" served to confuse customers "and done the job with marketing problematic.
He told these concerns in the conversation with The Telegraph. "They should be building a personality for the phone," he said, "one thing that people might want to contribute because it's rising over the features of the moment." He said it would help Apple rise over the competition at a time when the smartphone went slowly.
Business Insider has contacted Apple for comment.
Apple will post earnings for the second quarter on Tuesday, where we will hear more about How iPhone X Has Been Received By Customers. It was a little encouragement on Monday when UBS wrote that Apple successfully persuaded people to move the iPhone price scale. This can boost revenue and help it with maturation in small rttelefonmarkedet.