Tim Cook to Step Down as Apple CEO: Looking Back on 15 Years
After 15 years as Apple's CEO, Tim Cook will step down. We review his accomplishments and challenges, including the expansion of the service business and the transition to Apple silicon.
On September 1, 2026, Apple announced the resignation of CEO Tim Cook. Hardware leader John Ternus will succeed him. Assuming the top executive role in 2011 as Steve Jobs’ successor, Cook grew the company over 15 years into one of the most profitable technology companies on the planet. According to reporting by The Verge’s Emma Roth, Cook’s tenure was a mix of “successes and failures.”
Rapid Growth of the Service Business
When Cook became CEO, Apple faced one problem: the iPhone was too successful, accounting for half of total revenue, making diversification of revenue sources urgent. To address this challenge, Cook chose to strengthen the service business. Launched in 2008, the App Store business was taken to a new level under Cook. Apple Pay was introduced in 2014, followed by Apple Music in 2015. In 2019, a succession of new services hit the market, including Apple TV, Apple Arcade, Apple News+, and even a credit card. Furthermore, the Apple One bundle plan and the Fitness+ workout subscription service also launched during this period. According to Apple’s official announcement, the annual revenue for the entire service business has reached $100 billion. This is the second-largest revenue source after iPhone sales, fundamentally changing Apple’s revenue structure.
Transition to Apple Silicon
Another major achievement of Cook was migrating Mac processors from Intel to the company’s own Arm-based chips. The M1 chip, announced in 2020, delivered performance that greatly exceeded expectations for the MacBook Air, MacBook Pro, and Mac mini. As seen in Apple’s new Siri AI released in the iOS 27 public beta, Apple has deepened the integration of software and hardware. While the Windows PC camp struggled with the Arm transition, Apple’s migration was exceptionally smooth. This technological shift significantly enhanced the competitiveness of the Mac product line.
Other Notable Achievements and Challenges
Cook’s tenure also saw many other developments. The Apple Watch launched in 2015, leading the wearable market. AirPods were similarly a market-creating product. On the other hand, there was no shortage of criticism. This included disputes over the App Store’s 30% commission and debates about the balance between privacy and censorship. Changes to the pricing structure, such as the price increase for AppleCare Plus on Mac and iPad as seen in AppleCare Plus to see price increase for Mac and iPad, also drew user attention. While the expansion of the service business was a success, some point out that it merely complemented the highly dependent iPhone business.
Changes in Revenue Structure and the Future
The proportion of Apple’s total annual revenue coming from service business has increased significantly compared to when Cook took office. This signifies a shift towards a model that generates stable, recurring revenue. However, enhanced regulations on the App Store and reviews concerning competition policies by various countries will likely continue. As seen in Google Photos UI refresh and Gemini video editing features, major platforms are continuing to expand their services. Apple is similarly compelled to broaden the scope of its services.
Editorial Opinion
In the short term, attention will focus on Apple’s product development direction following John Ternus’s appointment. Ternus was the hardware leader. The evolution of the M-series chips and the expansion of new product categories like the Vision Pro may accelerate. The growth trajectory of the service business will likely be continued, but how to adjust App Store policies regarding regulations appears to be a short-term challenge. In the long term, the key will be how far Apple’s diversification strategy can deepen. Explorations into new fields like autonomous driving technology or healthcare may be pursued. The position in the Chinese market and the restructuring of the supply chain are also structural issues the next CEO must address. Apple’s ecosystem continues to expand, but this also increases regulatory risks. Editorial Question: What risks does Apple’s dependence on the service business pose for the future? Is the growth of services beyond the App Store truly sustainable?
References
- “Tim Cook’s Apple: his 10 biggest wins and misses”, by Emma Roth — The Verge, 2026-09-01T11:00:00.000Z (ARR)
- Source URL: https://www.theverge.com/tech/987043/tim-cook-biggest-wins-misses
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