“Coming from a Wintel world, I was pleasantly surprised to see a very heightened passion in the people who work in the company. They have the feeling that ‘I work for a creative and innovative company.’”

As a result, Ho’s management challenges are not about motivating executives. Rather, he focuses on dealing with the diverse and sometimes opinionated people whom Apple attracts: “The challenge is to manage a group of creative, passionate people. I want to harness the creative energies of every individual in the organisation.”