iPad Pro Review: Bigger Isn't Always Better iPad Pro Review: Bigger Isn't Always Better (Click image for larger view and slideshow.) Apple announced a series of promotions and executive appointments this week, including Jeff Williams being named chief operating officer (COO). Johny Srouji is also joining Apple's executive team as senior vice president for hardware technologies. The appointment marks the return of the company's first COO since 2011, a title Tim Cook relinquished to succeed Steve Jobs as chief executive. Williams joined Apple in 1998 as head of worldwide procurement. In 2004, he was named vice president of operations. Since 2010 he has overseen Apple's entire supply chain, service, and support -- as well as the company's social responsibility initiatives, which cover more than one million workers worldwide.