Apple Inc. (AAPL)’s New Rising Star: Craig Federighi

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Of course a lot of big announcements are coming out of Apple Inc. (NASDAQ:AAPL)’s Worldwide Developers’ Conference (WWDC), but there’s also something else, or rather, someone else, who’s essentially being unveiled at the conference. Several media outlets are talking about the new rising start at Apple Inc. (NASDAQ:AAPL): Craig Federighi, and it’s not just because he’s got nice hair.

Apple Inc. (AAPL)'s New Rising Star: Craig Federighi

Craig Federighi’s Resume

The Wall Street Journal’s Jessica Lessin reports that Federighi has been working behind the scenes at Apple Inc. (NASDAQ:AAPL) for quite some time. He came from NeXT, a company founded by Steve Jobs, so he joined Apple’s ranks when the company acquired NeXT. He briefly left Apple Inc. (NASDAQ:AAPL) to become chief technical officer of Ariba, but he left that company and rejoined Apple before Ariba was acquired by SAP. Currently he is Apple’s Mac and Mobile Software Chief and a senior vice president at the company.

Federighi’s Role At Apple

His role at Apple Inc. (NASDAQ:AAPL) was focused on enterprise software, but Lessin says that’s changing, largely because Apple has come to realize that it needs a face who can show developers what it is doing in software. He’s now focusing on iOS and OSX. Craig Federighi also  on some additional responsibilities after the ouster of Scott Forstall, who many blamed at least in part for the Apple Maps fiasco.

Federighi’s Presentation Ability

According to Lessin, he was funny on stage, he got a lot of presentation time and people in general just seem to like him. She says he’s helping bring Apple Inc. (NASDAQ:AAPL) back to its roots by focusing on making products work like they’re supposed to. Apple Inc. (NASDAQ:AAPL)’s new message is actually its old one—that it’s better at getting things working and, in short, it’s just better. Federighi seems to naturally fit into the role of delivering this message.

So will Apple Inc. (NASDAQ:AAPL) be able to change its image by putting a new face in the spotlight? It’s possible. After all, let’s face it. Current CEO Tim Cook doesn’t have the charisma Apple fans loved from Steve Jobs. Maybe a new face will do the trick where other efforts recently have failed.

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