The razor-sharp CEO's latest firings are designed to leave no one in any doubt where he stands – or where the buck stops.

This article titled “Apple's Tim Cook wages war on complacency” was written by Charles Arthur, for guardian.co.uk on Tuesday 30th October 2012 18.05 UTC

John Browett, who was until Sunday night the Brit in charge of Apple's giant retail chain, can at least afford a good seat on his flight back across the Atlantic: the £36m golden hello that he received on joining six months ago should see to that. But for him and for Scott Forstall, who had been there – and at NeXT, the company Apple bought in 1996 to bring not just new software but also Steve Jobs – their departure looks like nothing less than a humiliation.

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