Tim Cook has now been Apple CEO for longer than Steve Jobs

[Daniel Sims]

The big picture: This month marks Tim Cook's 14th year as CEO of Apple. As the company looks toward future software and hardware launches, Cook remains optimistic about the Vision Pro despite its tepid reception. Meanwhile, analysts and insiders struggle to predict who his successor might be.

Cook's comments on the Vision Pro, one of the signature products of his tenure, came during Apple's earnings call for the quarter ending in June. He discussed the headset's upcoming OS update and enterprise applications.

Cook took over as Apple CEO immediately after co-founder Steve Jobs left the position in August 2011 – two months before he passed away. After being ousted in 1985, Jobs returned as interim CEO in September 1997 before formally resuming the role in January 2000.

The era following Jobs' return marked Apple's resurgence through iconic consumer electronics, such as the iPod, iPhone, iPad, MacBook Air, and MacBook Pro. Cook, meanwhile, oversaw the introduction of wearables like the Apple Watch and AirPods, the company's turn toward producing streaming content, the Mac line's adoption of in-house Arm-based processors, and the launch of the Vision Pro.

Apple's take on the emerging virtual and augmented reality headset market, the Vision Pro, launched last year with a $3,500 price tag that clearly placed it outside the mainstream consumer market. Aside from its bulkiness, users regretted buying it due to a lack of useful applications.

Still, analysts predict that Apple is pressing forward with a new model that could launch this year, equipped with a new M-series chip and Apple Intelligence capabilities. During the earnings call, Cook expressed excitement over forthcoming updates to visionOS, including customizable widgets and three-dimensional web browser functionality. He also hopes more companies develop unique spatial experiences, like CTE's professional aircraft simulator.

Insiders recently told Bloomberg that the 63-year-old likely plans to remain Apple CEO for at least another three years. If and when he retires, the identity of his successor is unclear, but a few candidates have emerged.

Hardware Engineering head John Ternus is the most likely pick. He has recently presented multiple new products from the company, and he's young enough to begin a tenure of similar length to Cook's or Jobs'. However, some insiders have also mentioned COO Jeff Williams, retail chief Deirdre O'Brien, and Software Engineering head Craig Federighi.

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Tim Cook has now been Apple CEO for longer than Steve Jobs

 

[Megalomaniac]

As a long time Apple iPhone user (since iPhone 1) I completely understand people claiming that "the smart guy in the room is dead" and Cook isn't innovative. I think Cook allowed Apple to go in directions Jobs wouldn't have: Apple pencil and Apple Vision Pro for example. but I really think the folding iPhone is just a "me too" cope and Apple doesn't need it. I think Apple needs another wearable. Applewatch and Ear Pod Pro are very profitable and highly loved. I think they need to make a pair of POV recording glasses with AI assistance in the iPhone itself. Landscape mode, 4K recording, Ai translations (really helps Blind people too) and whatever else they can think of.

Prescription, polarized and sunglasses.

 

[OortCloud]

And barely innovated at all in his entire time. Just ground out the same product again and again in the sweatshops in China and the sheep lap it up apparently.

 

[RudyBob]

I've lived in this house longer than I have lived in any house. As "The Wedding Singer" would say well whoppidoodah

 

[3ogdy]

You knew the comparison was coming:

It feels like Apple innovated more under Jobs' shorter tenure.
Apple's main revenue still comes from the iPhone, if I'm not mistaken. That's a product series introduced 18 years ago.

 

[NotYourITguy]

Cook has had an outstanding performance as CEO. For those who forget, CEO performance is based on ROI, not innovation. While I wish innovation were a measured factor, it's not and won't ever be because that's not the point of running one of the world's largest enterprises. Quintupling the market cap of Apple and becoming the first trillion dollar company is Cook's claim to fame.

 

[CrisisDog]

Mac designs have become more bland. The Air lost its sharp edge to just become a slim MacBook. No more Touch Bar. The iPhone has looked the same for ages, just internal upgrades. I dare say that the only mainstream “innovative” product is the Mac Studio, and maybe the new mini. Otherwise it has felt very boring under Tim…

 

[Theinsanegamer]

Mac designs have become more bland. The Air lost its sharp edge to just become a slim MacBook. No more Touch Bar. The iPhone has looked the same for ages, just internal upgrades. I dare say that the only mainstream “innovative” product is the Mac Studio, and maybe the new mini. Otherwise it has felt very boring under Tim…

Macs look more like Powerbooks again and have usable battery capacities and cooling systems (this is a good thing).

Touch bar sucked and was rightfully YEETed because nobody liked it.

A phone is a screen with bezels. You want one that looks like a diamond? A sphere? nobody else has figured out a different shape either.

And barely innovated at all in his entire time. Just ground out the same product again and again in the sweatshops in China and the sheep lap it up apparently.

Nothing is stopping the rest of the industry from "innovating" either.

You knew the comparison was coming:

It feels like Apple innovated more under Jobs' shorter tenure.
Apple's main revenue still comes from the iPhone, if I'm not mistaken. That's a product series introduced 18 years ago.

Outside of the iphone, apple under jobs iterated on previous designs for almost everything. People often forget that.

There's no functional difference between imacs going from a CRT to a flat panel VS macbooks going from intel to M series chips, or ipads getting a bigger screen.

Since Jobs, Apple has brought all of their chip design in house and made some truly incredible design leaps with the M series chips, and now has their own LTE radio too. Moving an entire ecosystem to a different architecture is pretty innovative.

 

[Liranan]

I find it odd that people expect Apple to 'innovate'. Apple have rarely innovated and have usually followed trends. And now their hardware isn't even that great anymore, with their latest chipsets overheating and being inferior to QC and Mediatek.

Their latest greatest innovation has been to move their ecosystem to ARM, with the single goal of MOAR PROFITS! Apple has always been a luxury brand and that hasn't changed but with China dumping Apple, in favour of better domestic phones, that half eaten fruit logo has lost its shine.

 

[Loadedaxe]

I find it odd that people expect Apple to 'innovate'. Apple have rarely innovated and have usually followed trends. And now their hardware isn't even that great anymore, with their latest chipsets overheating and being inferior to QC and Mediatek.

Their latest greatest innovation has been to move their ecosystem to ARM, with the single goal of MOAR PROFITS! Apple has always been a luxury brand and that hasn't changed but with China dumping Apple, in favour of better domestic phones, that half eaten fruit logo has lost its shine.

I think calling Apple “uninnovative” misses why they’ve been so dominant.

Apple doesn’t usually chase being first, they focus on integration and execution. iPod, iPhone, iPad, Watch, and even AirPods weren’t the first in their categories, but they defined them because the hardware, software, and services all work seamlessly together. That ecosystem is still unmatched, nobody else has laptops, phones, tablets, wearables, and services that are all this tightly integrated and supported for so long....no one!

Even the ARM transition wasn’t just a profit move. M Series shocked the industry in performance per watt, which is why competitors are now rushing to copy the same model. Qualcomm and Mediatek might have fast chips for phones, but they don’t power a fully unified ecosystem like Apple’s.

People don’t stick with Apple because it’s the fastest on paper, they stick because once you’re in the ecosystem, everything just works together, and no other brand has reached that level yet. Again....no one.

So, you can be an Apple hater and call their users “sheep,” but let’s be real, the smart, productive people who want things to just work gravitate to the Apple ecosystem. Is what it is.

 

[Watzupken]

I don't see how the tenor of the CEO have any bearings of their achievements really. Steve died of an illness and it is not like he got sacked. Under Tim Cook, he probably played it way to safe because it is clear that he is not an innovator like Steve. At least he kept the company stable on the brand "wave" that Steve created. On the flipside, you can clearly tell that Apple is slowly bleeding sales because of the lack of any meaningful new products or design. Vision Pro is clearly a very poor vision by Tim who seems to want to be recognized as a visionary like Steve.

 

[Theinsanegamer]

I think calling Apple “uninnovative” misses why they’ve been so dominant.

Apple doesn’t usually chase being first, they focus on integration and execution. iPod, iPhone, iPad, Watch, and even AirPods weren’t the first in their categories, but they defined them because the hardware, software, and services all work seamlessly together. That ecosystem is still unmatched, nobody else has laptops, phones, tablets, wearables, and services that are all this tightly integrated and supported for so long....no one!

Even the ARM transition wasn’t just a profit move. M Series shocked the industry in performance per watt, which is why competitors are now rushing to copy the same model. Qualcomm and Mediatek might have fast chips for phones, but they don’t power a fully unified ecosystem like Apple’s.

People don’t stick with Apple because it’s the fastest on paper, they stick because once you’re in the ecosystem, everything just works together, and no other brand has reached that level yet. Again....no one.

So, you can be an Apple hater and call their users “sheep,” but let’s be real, the smart, productive people who want things to just work gravitate to the Apple ecosystem. Is what it is.

This implies that those who do not use Apple are dumb or unproductive, and that just isnt the case.

 

[AnilD]

The real question isn’t just who replaces Cook, but whether Apple under a new CEO keeps taking big swings or pivots toward even safer bets. Whoever steps in will have to balance innovation with the expectations of a $3 trillion company.

 

[Liranan]

I think calling Apple “uninnovative” misses why they’ve been so dominant.

Apple doesn’t usually chase being first, they focus on integration and execution. iPod, iPhone, iPad, Watch, and even AirPods weren’t the first in their categories, but they defined them because the hardware, software, and services all work seamlessly together. That ecosystem is still unmatched, nobody else has laptops, phones, tablets, wearables, and services that are all this tightly integrated and supported for so long....no one!

Even the ARM transition wasn’t just a profit move. M Series shocked the industry in performance per watt, which is why competitors are now rushing to copy the same model. Qualcomm and Mediatek might have fast chips for phones, but they don’t power a fully unified ecosystem like Apple’s.

People don’t stick with Apple because it’s the fastest on paper, they stick because once you’re in the ecosystem, everything just works together, and no other brand has reached that level yet. Again....no one.

So, you can be an Apple hater and call their users “sheep,” but let’s be real, the smart, productive people who want things to just work gravitate to the Apple ecosystem. Is what it is.

A friend of mine is a photographer who gravitated to Apple because of the 'ecosystem' as he's productive. Now he regrets getting his Macbook as the software is extremely locked down and the hardware can't be upgraded. He thought he could make do with 16GB due to price, forgetting that he often times almost ran out with 32 in Windows.

Real creative people only choose Apple because of the logo. You can get far better with the same money but that logo is so blindingly sexy.

 

[Loadedaxe]

A friend of mine is a photographer who gravitated to Apple because of the 'ecosystem' as he's productive. Now he regrets getting his Macbook as the software is extremely locked down and the hardware can't be upgraded. He thought he could make do with 16GB due to price, forgetting that he often times almost ran out with 32 in Windows.

Real creative people only choose Apple because of the logo. You can get far better with the same money but that logo is so blindingly sexy.

Sounds like your friend bought the wrong spec and now blames the laptop instead of his own decision. Apple never hid that the RAM isn’t upgradeable, buying 16GB for heavy creative work is like buying a two seater car and then complaining you can’t fit your whole family.

And calling it “just the logo” is cute, but let’s be real, if that were true, every creative director, music producer, and photographer using Apple gear worldwide is just a sheep? Or maybe they value a frictionless ecosystem that actually saves them time and makes money. The “spec sheet warriors” can keep chasing numbers on paper ..... the pros will keep delivering work faster.