Is Craig Federighi The New Face Of Apple?

Craig-Federighi-Tim-Cook

Steve Jobs used to take care of Apple’s biggest product unveilings prior to his passing in 2011, and since then, they’ve been shared around among the top company executives. Scott Forstall handled everything iOS, but his departure from Cupertino last year left the door open for someone else.

At WWDC on Monday, Craig Federighi, Senior Vice President of Software Engineering, took to the stage to present iOS 7 and OS X Mavericks, and he’s now being hailed the perfect frontman for Apple, with developers, fans, and even investors impressed by his pitch.

Federighi has been a part of Apple since it acquired Steve Jobs’s NeXT back in 1997, but having spent much of his time working on enterprise software, he’s been mostly a background figure.

That changed last October when Forstall was ousted by Applereportedly due to his refusal to apologize for the whole Maps debacle — and Federighi became responsible for iOS and OS X. Now he’s the man everyone wants to hear from when Apple’s conferences come around.

And he does a great job of presenting new products.

“Mr. Federighi appeared at ease responding to the audience and paused to say he, too, liked certain features when they cheered,” The Wall Street Journal reports. “Developers said they were impressed with the performance.”

Federighi, dressed in jeans and a shirt like the rest of Apple’s executive team, cracked jokes as he showed off new iOS features, and frequently took humorous shots at Apple and indeed Forstall for the widely criticized skeuomorphic designs in previous iOS releases.

“We completely ran out of green felt and wood,” he said, while describing iOS 7’s drastically different look. He also joked about how OS X’s new Calendar app is able to stay on the screen without any virtual stitching.

Federighi was “personable, effusive and passionate about all the stuff he was announcing,” at Monday’s keynote, said Nik Fletcher, a product manager with Realmac Software. “You could say he set the tone and personality for the new Apple that appeared yesterday.”

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  • filjedi

    Nope, he is the hair apparent of Apple.

  • FriarNurgle

    My theory is Tim Cook has a crush on Craig Federighi and giving him all these speaking gigs allows Tim to sit back and stare longingly at Craig without it seeming improper.

  • KevinCrossman

    Federighi did a great job, especially considering his awful performance two years ago. But let’s not confuse “Mr. Most Improved” with “Mr. Future of the Company.”

    If Tim Cook gets hit by a bus tomorrow the new CEO is Phil Schiller.

  • Derek Schlicker

    Nope, he is the hair apparent of Apple.

    +1

  • Boo Radley

    I thought he did the best job. Before him I thought Scott Forestall was the best speaker. And I think when they introduce the iPad Mini, Phil Schiller was the most comfortable on stage and the most engaging for me. This time, I thought it was Federighi. It’s hard to replace a stage presence like Steve Jobs. :(

  • Timothy Williamson

    He had great audience interaction, especially those times where a single audience member would clap for a highlighted feature.

About the author

Killian BellKillian Bell is a freelance writer based in the UK. He has an interest in all things tech, but most enjoys covering Apple, anything mobile, and gaming. You can follow him on Twitter via @killianbell, or through his website.

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