After leading Apple for 15 years, Tim Cook will step down as CEO on September 1, passing the leadership to John Ternus, the senior vice president of hardware engineering. Having joined Apple in 1998 and succeeded Steve Jobs in 2011, Cook played a pivotal role in skyrocketing the company’s market value from around $350 billion to an astonishing $4 trillion.
During Cook’s tenure, Apple witnessed remarkable financial growth, with its market worth expanding tenfold. Achieving a net income of $112 billion in the fiscal year ending September 2025, Apple saw a staggering 699% increase since 2010, overcoming challenges like the COVID-19 pandemic and geopolitical tensions. He also bolstered Apple’s expansion in China and opened around 200 new stores globally.
Cook was instrumental in diversifying Apple’s product range. He launched the Apple Watch in 2015, integrating it into the health and fitness sector, alongside introducing AirPods and later, Beats headphones. Under his guidance, Apple expanded its iPad offerings and revolutionised the iPhone with innovations such as Face ID and edge-to-edge displays.
The services sector also flourished under Cook, with the launch of Apple Pay, Apple TV+, and Apple Music, among others. Today, Apple Music boasts over 112 million subscribers, contributing to its total revenue of $416.16 billion for the fiscal year ending September 2025, of which $109.16 billion came from services.
Cook’s leadership marked a significant shift in technology with Apple’s transition to in-house Apple Silicon processors, improving efficiency and battery life across products. This transition began in 2020 and was completed by 2023, solidifying Apple’s control over its hardware development.
Entering the AI landscape in 2024 with the introduction of Apple Intelligence, Cook faced criticisms for being slow to join the generative AI race that surged post-ChatGPT’s launch in 2022. Although major innovations were few, Apple has plans to roll out an upgraded AI-driven Siri in the near future.
In 2022, Cook and former President Trump announced a ground-breaking $600 billion investment plan aimed at expanding Apple’s hiring and manufacturing efforts in the US, particularly in semiconductors and advanced technology.
Additionally, Cook realised Steve Jobs’ vision for Apple Park in 2017, establishing a sustainable headquarters that houses over 12,000 staff members, powered entirely by renewable energy. This striking 175-acre campus continues to serve as the launchpad for Apple’s cutting-edge products.
As Cook exits, the legacy of transformative growth and innovation he leaves behind positions Apple as a formidable force in the tech landscape.
Fanpage: TechArena.au
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