After 15 years as CEO, Tim Cook is stepping down as Apple’s CEO and handing over management to John Ternus, Apple’s senior vice president of hardware engineering. Cook, who joined Apple in 1998, succeeded Steve Jobs in 2011 and transformed the company into a powerhouse worth $4 trillion.
With his tenure as CEO coming to an end on September 1, let’s take a look at some of the highlights of Cook’s 15 years as the leader of one of the world’s most powerful companies.
financial growth
Apple was already an influential company when Cook took the helm, but under his leadership the company’s market capitalization increased tenfold. When Cook took over in August 2011, Apple was valued at less than $350 billion. The company surpassed $1 trillion in 2018, $2 trillion in 2020, $3 trillion in 2022, and $4 trillion in 2025. The tech giant is now worth $4.1 trillion.
The tech giant reported net income of $112 billion for the fiscal year ending September 2025, eight times what Apple saw in September 2010. The company was able to achieve an increase of 699% despite many challenges, including the COVID-19 pandemic and geopolitical tensions between the United States and China. Cook, a former chief operating officer and regarded as the backbone of Apple’s global supply chain under Steve Jobs, expanded Apple’s presence in China and added about 200 stores to the company’s global network during his tenure as CEO.
New product category
Cook expanded Apple’s iPhone and computer ecosystem into a broader network of complementary devices, including wearables and gadgets.
Since Apple launched the Apple Watch in 2015, it has become a complete health and fitness companion with blood oxygen tracking and ECG monitoring features. Apple then shook up the earphone market by launching the first AirPods in 2016, changing the wireless headphone category. They later launched their first behind-the-ear headphones in 2020. It’s also worth noting that Apple purchased Beats in 2014.
The tech giant is also launching Apple Vision Pro in 2024, positioning it as a spatial computing platform as well as a VR headset. However, the launch failed to resonate with consumers who did not want to spend thousands of dollars on the device.
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Under Cook, the company launched the iPad in a variety of sizes and price points, essentially turning the device into a full-fledged computer that could handle a variety of tasks for personal, work, and school use.
Of course, Cook also oversaw major changes to the iPhone, including the introduction of the more affordable iPhone SE and advancements like Face ID and edge-to-edge displays.
Apple moved away from Cook’s “i” branding on new product launches, but he oversaw a major expansion of the company’s product lineup.
Service expansion
Under Cook, Apple built a strong services business. The tech giant launched Apple Pay in 2014 and it is now used by about 818 million people worldwide. In 2019, tech giant Apple launched its Apple TV+ (now Apple TV) streaming service, and its content has since won hundreds of awards, including the Academy Award for Best Picture.
Apple launched its Apple Music streaming service in 2015 to compete against Spotify, and the service now has over 112 million subscribers. In 2019, Apple launched Apple Arcade and has since been building it out with a portfolio of premium games.
Jobs first announced iCloud in 2011, but the storage service has since grown significantly under Cook, including the launch of iCloud+ in 2021. Cook also oversaw the development of the App Store and repeatedly defended its 30% commission structure.
Apple’s Services business generated $109.16 billion in revenue for the fiscal year ending September 2025. The segment accounted for a significant portion of the company’s total $416.16 billion in revenue for the year.
Switch to in-house processor
Under Cook’s leadership, Apple began the transition from Intel processors to its own Apple Silicon chips in 2020 and completed the transition across its Mac lineup by 2023. The result is longer battery life, improved performance, and improved power efficiency.
AI is
Apple entered the AI era with the launch of Apple Intelligence in 2024. However, the company hasn’t made much progress since then, and the launch of an improved AI-based Siri (scheduled to launch this year) has been significantly delayed.
The tech giant has barely joined the broader tech industry’s generative AI race, which began with the launch of OpenAI’s ChatGPT in 2022. Earlier this year, Apple and Google announced that Google’s Gemini would power next-generation AI tools.
$600 billion in U.S. spending commitments
Last year, Cook joined President Donald Trump in announcing a $600 billion U.S. spending commitment, marking the largest investment plan ever by a tech giant. The four-year plan includes expanding domestic employment and manufacturing activity, with a focus on building stronger domestic semiconductor and advanced technology supply chains.
apple park
Jobs’ vision for Apple Park was realized under Cook’s leadership in 2017. The 175-acre headquarters, which replaced the Apple Campus, employs more than 12,000 people. It features thousands of native and drought-tolerant trees and is powered by 100% renewable energy.
Today, Apple Park serves as the backdrop for the company’s new product launches.
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