A bite of the Apple for Ferrari

Eddy Cue, one of Apple’s Senior Vice Presidents, has joined the Ferrari Board of Directors. This was an ingenious move by Chairman Montezemolo which further broadens the horizons of Ferrari, a company for which technology and innovation have always been core values

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Eddy Cue, one of Apple’s Senior Vice Presidents, has joined the Ferrari Board of Directors. This was an ingenious move by Chairman Montezemolo which further broadens the horizons of Ferrari, a company for which technology and innovation have always been core values.

I have worked with Luca di Montezemolo for many years now. What strikes me most about him is his ability to look further ahead than the rest of us. It is something he does quite intuitively – it’s a natural talent. He claims that what he refers to as his “long nose” helps him intuit the correct trends and directions for the company he heads. A company as important and delicate as Ferrari.

His decision to invite man of Eddie Cue’s standing to join the Board of Directors is a good example of that talent. Mr Cue isn’t just Senior Vice President at Apple but also developed the Cupertino company’s strategically important and signature array of electronic tools and services: its Apps and online retail-related technologies.

It would be short-sighted indeed to ask if this means that Ferrari is thinking of selling its cars online. Very few of you will be aware that this is already happening – many of our clients have already made their decisions about their purchases through our website. However, the reality is that new technologies are developing so rapidly that even those involved at the cutting-edge don’t know exactly how far they will take us.

So having a man committed to applying everything those technologies have to offer on the board of a company like Ferrari is a very significant opportunity indeed. Nor should we forget the natural sophistication and elegance that Apple’s products have always exuded.

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