Apple’s rising star: Craig Federighi

“A new frontman for Apple Inc. is emerging,” Jessica E. Lessin reports for The Wall Street Journal. “At the company’s annual developers conference Monday, little-known executive Craig Federighi got the most airtime during the keynote—and strong reviews.”

“With the spotlight came an important task for the senior vice president of software engineering: maintaining the loyalty of developers and impressing technology insiders with Apple’s latest software and designs,” Lessin reports. “The lanky, 44-year-old engineer has a long Apple pedigree. He worked at Next, the other computer company founded by Apple co-founder Steve Jobs, and joined Apple when it acquired the company in 1997. But despite earning the respect of colleagues for his focus and affability, he has remained behind the scenes for years.”

Lessin reports, “Federighi’s rise caps a long climb that began alongside [Scott] Forstall — but quickly diverged. In the early 1990s, both were bright, rising stars at Next, where Mr. Forstall worked on technologies behind consumer software and Mr. Federighi worked on databases. While Mr. Federighi developed a reputation as an enterprise guru, Mr. Forstall closely aligned himself with the consumer side and Mr. Jobs.”

Read more in the full article here.


  1. Phil & Craig makes a great team for presenting Apple. Craig can keep things interesting, funny and is able to impart his enthusiasm and joy of the products to his audience. While at the same time showing us how comfortable he is at actually using the products presented. Just like Steve!

    Phil is also just as passionate and gets into the technical details of the hardware, with a slightly toned down style of Craig. Phil has the unique ability to channel SJ and give the competition, naysayers, iHaters, slavish copiers a SMACK DOWN IN YOUR FACE liners to put them back in their place. Just like Steve!

    The two makes a great team.

  2. Personally I sympathise with Jony, I hate presenting and will do pretty much anything to get out of it! Some people are just a lot better at presenting under pressure. That doesn’t necessarily mean they’re good at everything else!

  3. gonna sit back and enjoy the microsft and google fanboys squeal with jealousy. Yep, that’s right boys and girls, Steve Jobs surrounded himself with these kinds of people. Apple looks very bright indeed, and Jobs legacy continues.

  4. Craig had plenty of charisma and was very smooth.

    One of the most entertaining things (aside from the tech) was the recurring swipes at the worst elements of skeuomorphism. I don’t mind a little skeuomorphism, but the game center and calendar were awful. When significant changes are made, addressing the elephant in the room can be tricky and can distract from the new thing. The way he did it was not only funny, but kept the viewer focused about the new interface and not why the old one was even there.

  5. I thought Craig was hair and shoulders above everyone else.

    His likeable persona shined through whereas the other presenters sounded like the corporate drones they are.

  6. All the guys up on stage at WWDC were all ‘Tech Nerds’ who desperately lack the ‘Savoir-Faire’ and the ‘Presence’ that the great at ‘SJ’ had in abundance.

  7. I took note that Federighi did a fantastic job. Has the most stage charisma of the bunch. He should be the successor to the on stage throne. Now that Forstall is gone (he was my previous choice), Craig is the best front man.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.