'Apple needs a product focused CEO': Report says Tim Cook no longer right for Apple's AI era

Apple is facing increasing pressure regarding its approach to artificial intelligence (AI), with analysts from LightShed Partners suggesting that a shift in leadership may be essential for the company to thrive in this new tech landscape. While recognizing Tim Cook’s accomplishments as CEO, they argue that Apple now requires a leader who prioritizes product development over logistics. In their analysis, LightShed's Walter Piecyk and Joe Galone emphasized that Apple is at risk of becoming obsolete if it does not innovate rapidly in AI. They stated, "AI will transform industries worldwide, and Apple could easily become a casualty if it fails to keep up with advancements." Their remarks come at a time when concerns are mounting about Apple's stagnation in the AI sector, particularly following delays in the rollout of its anticipated Apple Intelligence features, initially showcased at the 2024 WWDC. Reports indicate that the introduction of an AI-enhanced Siri has been postponed by over a year due to various technical challenges. The analysts noted that these setbacks are indicative of deeper issues, asserting, "Apple was nowhere with AI then, and little has changed since." This sentiment has negatively impacted Apple’s stock performance, which has seen a decline of 16% in 2025. In contrast, competitors like Meta and Microsoft have made significant strides, with their shares climbing by 25% and 19% respectively, thanks largely to their proactive AI initiatives. Despite the challenges, Tim Cook's legacy remains impressive. Since he took on the CEO role in 2011, Apple's stock has skyrocketed over 1,400%, in stark contrast to the S&P 500’s 430% increase. Under his leadership, Apple has generated over $2 trillion in iPhone sales and maintained a commendable operational focus. Analysts are optimistic that iPhone sales might see an uptick this quarter, aided by favorable changes in tariff policies. However, the call for internal transformation is intensifying. Recently, Apple announced the retirement of Chief Operating Officer Jeff Williams, with Sabih Khan, who has been with the company since 1995 and has overseen global supply chains and sustainability, stepping into the role. This transition is seen as a move towards stability within Apple's executive ranks, yet LightShed insists that the company needs to embrace more radical changes. The analysts observed, "It’s time for more disruptive change, not less," as Apple grapples with an outdated product lineup, cultural shifts, and mounting scrutiny from both developers and regulators. While a leadership overhaul appears unlikely in the immediate future, with reports indicating Cook is not planning to resign, the board remains supportive of his vision. Industry insiders, including Mark Gurman from Bloomberg, suggest that despite the current struggles, Cook is still viewed as the key figure capable of steering Apple back on course. As voices within the company, including services chief Eddy Cue, express concerns about Apple potentially becoming the next BlackBerry or Nokia without timely adaptation, the company stands at a pivotal juncture: maintain the steady leadership of Cook or pursue daring changes to rejuvenate its innovation in the AI landscape.