Analysts for once are inclined to believe Apple is getting it right. He notes that since Jobs effectively succeeded the hapless Gil Amelio last summer, Apple has simplified its product line and strategy, pruned runaway operating costs, and tamed its unruly manufacturing processes. After embarrassing past lapses, Apple's quality is back up to acceptable levels, and improvements to its abysmal forecasting capabilities have trimmed inventories back to industry-leading levels. He was cheered and applauded. Apple is getting back to its roots as an innovator.
Investors are delighted.
This is, however, Apple. Even though the new products have had good reviews, Brazier is skeptical whether they will do more than appeal to existing converts. Like a signalman in a phantom signal box, he sat in his office tugging at levers that weren't actually connected. Apple had 22 different marketing groups, incompatible computer systems, a near complete lack of market research or forecasting capability, and no high-level strategy. Most unwittingly damaging of all Amelio's bemused self-justifications, however, are his thoughts on pay.