Ben Thompson imagines what Apple would be like if Steve Baller, who recently announced his impending retirement, ran Apple.
Bear with me, I know my premise is ridiculous.
Imagine Steve Ballmer was right now the CEO of Apple, with the same set of products and opportunities. Suspend disbelief about cultural clashes, or organization structure. Presume Ballmer could set the strategy, and that Apple would execute it accordingly.
In this scenario Apple would make more money in the next five years than they will under Tim Cook.
Thompson believes that Apple could be more successful under Ballmer than Cook.