A look at Tim Cook’s 15-year legacy as CEO of Apple

After a remarkable 15 years as CEO of Apple, Tim Cook is preparing to pass the leadership baton to John Ternus, the company's senior vice president of hardware engineering. Cook, who became CEO in 2011 following Steve Jobs, has overseen a monumental transformation, elevating Apple into a $4 trillion titan of technology. As his tenure concludes on September 1, let’s delve into the significant milestones that defined Cook's leadership. When Cook took the helm in August 2011, Apple was valued at nearly $350 billion. Through his strategic direction, this valuation soared, reaching $1 trillion by 2018, and climbing further to $4 trillion by 2025. The company reported a staggering $112 billion in net income for the fiscal year ending September 2025, showcasing a 699% increase since 2010, even amid challenges like the COVID-19 pandemic and international tensions. Cook, who previously served as chief operations officer, was pivotal in enhancing Apple's global supply chain and expanding its market presence, especially in China. Under his leadership, the number of Apple stores increased by around 200, further solidifying the company's retail footprint. The expansion of Apple’s product ecosystem has been another hallmark of Cook's era. The introduction of the Apple Watch in 2015 transformed it into a comprehensive health and fitness tool, featuring capabilities such as blood oxygen tracking and ECG monitoring. Additionally, the launch of AirPods in 2016 revolutionized the wireless headphone market, while the introduction of over-the-ear headphones in 2020 expanded the audio lineup. The acquisition of Beats in 2014 also played a significant role in reshaping Apple's audio offerings. In 2024, Apple revealed the Apple Vision Pro, a device positioned as a spatial computing platform. However, consumer reception was tepid due to its high price point. Cook also guided the evolution of iPads, offering various sizes and price points that effectively transformed them into versatile computers suitable for personal and professional tasks. Advancements in the iPhone lineup occurred under Cook's watch, including the introduction of the affordable iPhone SE and innovative features like Face ID and edge-to-edge displays. Moreover, while moving away from the “i” branding, Cook significantly expanded the company’s product offerings. Under Cook’s leadership, Apple cultivated a robust services sector, launching Apple Pay in 2014, which now counts approximately 818 million users globally. The introduction of Apple TV+ in 2019 has garnered numerous awards, including the prestigious Academy Award for Best Picture. Apple Music, launched in 2015, now boasts over 112 million subscribers, while Apple Arcade has enriched the gaming portfolio with premium titles. iCloud also saw significant growth, including the launch of iCloud+ in 2021, and the App Store evolved under Cook's guidance, maintaining its 30% commission structure. In the fiscal year ending September 2025, Apple’s services division generated $109.16 billion, contributing significantly to the overall revenue of $416.16 billion for the year. Additionally, Cook initiated a transition from Intel processors to Apple Silicon, enhancing performance and efficiency across the Mac lineup by 2023. Entering the realm of artificial intelligence with the launch of Apple Intelligence in 2024, Cook's tenure has also faced challenges in keeping pace with the broader industry's advancements in AI since the rise of generative AI tools like OpenAI's ChatGPT. In collaboration with Google, Apple announced that Google’s Gemini would facilitate its next-gen AI features. Earlier this year, Cook joined forces with then-President Donald Trump to unveil a $600 billion investment plan aimed at boosting domestic manufacturing and technology capabilities. Finally, under Cook's leadership, Apple Park was inaugurated in 2017, featuring a stunning 175-acre campus powered entirely by renewable energy, serving as a symbol of innovation and environmental commitment. Today, it stands as the backdrop for the company’s product launches, marking the culmination of Cook's transformational journey at Apple.