Apple’s operations chief, Jeff Williams, has been identified as the most significant figure at the company after CEO Tim Cook, according to a recent report. Following Jony Ive’s departure, Williams has taken over Apple’s design studio, placing him as a leading contender to succeed Cook when the opportunity arises. Colleagues describe Williams as very much resembling Cook, highlighting characteristics such as operational efficiency and a calm demeanor. Although not widely recognized outside dedicated Apple enthusiasts, Williams has played a crucial role at the company since 1998, when he began as the head of worldwide procurement.

He was promoted to vice president of operations in 2004 and subsequently became Apple’s chief operating officer in 2015, where he works closely with Tim Cook. According to Bloomberg’s Mark Gurman, Williams is now regarded as “unambiguously the second-most important person at Apple.” Williams is known for his modesty, discipline, and demanding leadership style, sharing many traits with Cook. He is noted for being hands-on with product development, regularly attending meetings that review product and design progress, and subsequently briefing Cook for final approvals.

His responsibilities in this role have been extensive, overseeing all products in development and conducting weekly meetings that have become known informally as “Jeff Review.” While there have been concerns regarding Apple’s decision to put Williams in charge of design, many believe he will respect and understand the contributions of the design team. Critics argue that his similarities with Cook may make him a less exciting choice for CEO, but some see this stability as beneficial. Williams may not get the chance to lead Apple, as he is close in age to Cook, and there are no indications of an impending change at the top.

Ultimately, some believe that having a visionary within the company to work alongside the CEO could suffice, regardless of who occupies the CEO chair.