A part of Apple's core has gone. In a ruthless show of corporate efficiency, chief executive Tim Cook has shown two of the firm's senior executives the door; including Scott Forstall, who headed up iOS software at Apple for some 15 years.
The removal of Forstall, comes after a spate of shoddy software releases from Apple, which started with voice recognition software Siri - which has proved a fairly uninspired addition to iOS - and then got even worse with the awful Maps release.
This forced Cook to issue an apology for the debacle - not something Apple likes doing at the best of times.
The Wall Street Journal suggested Forstall was unwilling to sign the apology himself, forcing Cook's to sign the apology. Cook's next step was to authorise Forstall's removal.
Whether that is true or not remains unknown but if there was any doubt any more about who runs Apple in the upper echelons, they know now.
It also underlines the continued ethos of Steve Jobs running through the company that anything less than perfection will not be tolerated.
Ajay Bhalla, professor of Global Innovation Management at Cass Business School, said it is important the firm maintains this spirit, as it's what customers have come to expect, and lately the firm has fallen short.
"How long can Apple command premium pricing for its devices? This depends on the perfection of iOS on its devices, and on being a lead innovator in customer experience," he said.
"Tim Cook simply cannot afford to let Apple's magical image disintegrate in the market."
This desire to ensure the Apple experience remains different to anyone else also saw head of retail John Browett, who lasted just nine months after joining from Dixon, shown the door.
He apparently failed to fit the Apple culture, and in-store staff were apparently unhappy he wanted to the firm's iconic stores to move towards becoming profitable retail outlets, rather than focus on a unique and engaging customers experience; hardly Dixon's forte.
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