Optically, Cue has been peculiar in the last year. The night before the keynote introducing Apple Music, he was photographed at a basketball game. The keynote was a disaster: he was easily the least polished presenter; the segments didn't flow together; he stumbled a few times; he did awful dad dancing and cracked jokes which folks didn't laugh at; Drake (?) and Jimmy Iovine had clearly not told anyone what they were going to say.

The product has not been a smash hit success, either. There was so much heat over how bad it was that some of Apple's best-known cheerleaders in the press and blogs were battering it for being unusable and buggy.

This is a logical clipping of Cue's wings. Apple Music + Beats 1 are a significantly different challenge to iTunes which was buoyed by rapid expansion of a category (iPod -- which lest we forget forced Amazon to have a product page for "non-iPod MP3 players") and a low threshold to entry. Apple Music is a wartime product competing against Spotify's headstart.

Schiller has for years been better at courting developers. He's more at ease scaling from macro perspectives on Apple's philosophy down to nerding out over software.

Apple's reliance on the iCloud infrastructure is increasing with every new product they roll out. And there is the recent purchase of FoundationDB to manage and integrate as well as dealing with the increasing scalability and stability issues. It does make sense to have some focus there.