Tim Cook’s Apple: his 10 biggest wins and misses

Key Points:

• Tim Cook is stepping down as Apple CEO after 15 years, succeeded by hardware leader John Ternus, marking the end of a significant era for the company.
• Under Cook's leadership, Apple significantly expanded its services business, growing it into a $100 billion revenue source with offerings like Apple Pay, Apple Music, Apple TV, and Apple One.
• Cook spearheaded the transition to Apple silicon chips, moving Macs away from Intel processors, which resulted in improved performance and efficiency, culminating with the M6 chip built on a 2-nanometer process.
• Despite successes, Cook faced setbacks including the underwhelming launch and sales of the Vision Pro VR headset, the cancellation of the ambitious Apple Car project, and ongoing struggles with Siri’s AI capabilities and App Store controversies.
• Cook’s tenure also included notable privacy advocacy, such as resisting government demands for backdoors into iPhones, and navigating complex relationships with political figures like Donald Trump, a role he will continue as executive chairman.