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Shake-up at the top as chief executives commit to the ever-growing Apple cart

By Paul O'Donoghue

Apple has announced a significant shake-up of high-level executives including appointing a new chief operating officer and vice president of marketing.

The company named current vice president for operations Jeff Williams as chief operating officer. The COO role was formerly held by Apple chief executive Tim Cook. Apple has also appointed former US marketing agency executive Tor Myhren as vice president of marketing communications, reporting directly to Mr Cook.

Mr Williams joined Apple in 1998 as head of worldwide procurement. Since 2010, he has overseen Apple's supply chain, service and support, and social responsibility initiatives. "Jeff played a key role in Apple's entry into the mobile phone market with the launch of the iPhone and he continues to supervise development of Apple's first wearable product, Apple Watch," said a statement from Apple.

Tor Myhren joins Apple from Grey Group, where he was chief creative officer and president of Grey New York.

According to Apple, he will be responsible for advertising efforts and also its interactive web design, packaging and retail store displays. He succeeds Hiroki Asai, who plans to retire after 18 years in graphic design and marketing communications roles at Apple.

The firm has also announced that current vice president of hardware technologies Johny Srouji is joining its executive team as senior vice president. Senior vice president of worldwide marketing Phil Schiller's role will expand to include oversight of the App Store across all platforms.

"As we come to the end of the year, we're recsognising the contributions already being made by two key executives," Tim Cook said.

Shake-up at the top as chief executives commit to the ever-growing Apple cart

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