“Over Cook’s time at the company, Apple invested heavily in ads,” said Marketecture cofounder Ari Paparo, “but with a focus on working within their owned-and-operated businesses, where they own all the data and where the potential blowback from privacy or inappropriate content are minimized.”
This level of dominion over its advertising ecosystem could enable Apple to continue expanding the business without compromising what distinguishes it in the first place. Ternus will likely face more pressure to relax those standards in pursuit of scale, but if he can maintain the discipline of his predecessor it will ultimately serve the company.
“Cook quietly normalized advertising as a strategic services business without letting it overtake Apple’s premium brand identity,” said Ryan Mason, president and COO of the consulting firm Markacy. “Under his tenure, he kept Apple from becoming an ads company.”
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