Tim Cook stops being CEO: his 15 years leading Apple and the new era of technology

This summary is generated by artificial intelligence and reviewed by the editorial team.

Tim Cook will leave the leadership of Apple as CEO to make way for John Ternus as successor, beginning a new stage with those from Cupertino as executive president, after 15 years of innovation in iPhone and consolidating the company as one of the most valuable and influential today.

Likewise, his achievements in technology include directing Apple’s Macintosh division, as well as providing a key drive in the continued development of strategic relationships with distributors and suppliers.

During this period, he already stood in front of the company’s management on some occasions, due to Steve Jobs’ medical absences caused by his long-term pancreatic illness. Finally, Tim Cook was named CEO in August 2011, at which time he took the reins of the technology company months before the disease claimed Jobs, who died on October 5, at the age of 56.

Since then, the manager has dealt with the expectations of matching the figure of technological genius that Jobs held and, although perhaps with a different style, he has managed to consolidate Apple as one of the most valuable and influential companies in the world today.

Strategy and products on which you have bet the most

Recognized for a more collaborative and low-key leadership style than his predecessor, Cook has been known over his 15 years of leadership for a more work-focused demeanor, as an executive who is guided by data and who knows how to listen to those around him.

With this perspective, Cook has led the launch and consolidation of key products, with evident changes in its product offering, although always remaining faithful to the company’s philosophy: thinking about design as a user service.

For example, during his years as CEO, he left behind one of what was considered a key device for the company. It is none other than the iPod, which lost presence in the company’s strategy due to market evolution. Specifically, they were discontinued in 2022 in favor of music streaming services for mobile devices, with Apple Music.

Regarding the iPhone, its star device, the change in strategy led by Cook towards larger screens stands out, in contrast to the vision that Jobs had. Especially since the iPhone 6 series, when they became 4.5 and 5.5-inch smartphones, compared to the reduced sizes of previous models such as the iPhone 4. Following this evolution, the latest iPhone models have screens of up to 6.9 inches, as is the case with the iPhone 17 Pro Max.

LOOK: War is changing: Ukrainian forces use exoskeletons on the front

The iPads, for their part, have expanded their options with products such as the iPad Mini (2012), the Air version (2013) or the iPad Pro (2015), with the intention of adapting to the needs of each user and making them more powerful and thinner, all focused on productivity and entertainment.

For both iPhone and iPad, different designs with straight and rounded edges have been chosen, an all-screen format eliminating the well-known bottom center button, increasingly visual panels such as Liquid Retina XDR screens, as well as an increasingly relevant approach to the camera and photographic capabilities.

Under his leadership, Apple also made the strategic leap to its own chips with Apple Silicon that were initially launched with the M1 version in the 13-inch MacBook Pro and Air computers and the Mac Mini desktop.

The power of these chips was introduced in the iPad range, and has continued to evolve until October last year, when the M5 was introduced, moving towards the era of artificial intelligence (AI).

Likewise, Cook supervised the launch of new product categories such as the Apple Watch, the first smart watch that arrived in Spain in 2015 to later consolidate itself as one of the most requested wearables, with specific functions focused on sports and health care.

The same thing happened with AirPods, which arrived in 2016 as a new device that reinvented headphones as a way to listen to audio without cables, with high-quality sound.

On the other hand, beyond its devices, Cook’s leadership has also led an expansion of the services business, which includes Apple Music, Apple TV+ and Apple Pay, among various changes for the apple company.

In addition to all this, Cook has placed issues such as user privacy, diversity and carbon neutrality at the center of corporate discourse, committing the company to ambitious environmental goals.

AI and mixed reality

Among the newest devices that Apple has recently incorporated, in the last stage of Tim Cook’s leadership, we cannot stop talking about its Apple Vision Pro mixed reality (MR) viewer, which was launched in February 2024, with a price of $3,499 and access to more than a million applications from iOS and iPadOS.

LOOK: Blue Origin launches a rocket with a reused propellant for the first time

This viewer presents an interface that takes up the design language of iOS and Mac, it can be controlled with your eyes, hands and voice; and integrates a screen with an EyeSight system, which projects the image of the user’s eyes.

Regarding artificial intelligence (AI), it is one of the fields in which Apple has fallen behind under the direction of Cook and in the face of the rise of other technologies such as OpenAI, Meta or Google.

However, it has marked a revolution in its iOS, iPadOS, macOS and watchOS operating systems, mainly thanks to Apple Intelligence, its suite of AI-powered tools with writing options, message summary or photo editing options, which arrived with iOS 18.1.

It also aims to mark a new experience with its renewed assistant Siri, which is expected to arrive this year 2026 to offer a vision of integrated AI, with the Google Gemini models.

All in all, Tim Cook will continue as CEO of Apple for the next few months in a transition period, in which its annual WWDC developer conference will be held on June 8 and where its renewed Siri assistant will be unveiled, until finally John Ternus takes over as CEO and Cook steps aside to become executive president, from where he will continue to lead the company.

Tim Cook stops being CEO: his 15 years leading Apple and the new era of technology

ByEditor

Strategy and products on which you have bet the most

AI and mixed reality

By Editor

Related Post

An artificial hip joint lasts for 25 years already, because the materials have improved

The body does not burn all the kilocalories consumed in exercise

Rover Curiosity on Mars discovered previously unseen molecules: What does this mean in the search for life?

One thought on “Tim Cook stops being CEO: his 15 years leading Apple and the new era of technology”

Leave a Reply Cancel reply

You missed

La Jornada: Agricultural and fishing sectors, without fuel support for May

Bundesliga: No point again: Eta loses again with Union

Born, Stefanini: “Spain suspension a bluff but Trump can create problems for the Alliance”

An artificial hip joint lasts for 25 years already, because the materials have improved

The Observatorial