Sign In

Home/Blog/Apple Under Tim Cook
20 Jan 2022 · 3 minutes read
· by Mairead Bond

Apple Under Tim Cook

Tim Cook has been the CEO of Apple since August 2011.

During Cook's reign, exciting new products have emerged including Apple Watch and AirTag, and he's strengthened Apple's position as one of the world's most successful companies.

There truly is a lot to review on how Apple has changed under Cook... so let's go. 
Becoming CEO.
Steve Jobs stood down as CEO in August 2011, and sadly passed away just six weeks later. Before his death, Jobs personally selected Cook to take over as CEO.

Prior to becoming CEO, Tim Cook was Apple’s chief operating officer and was responsible for all of the company’s worldwide sales and operations, including end-to-end management of Apple’s supply chain, sales activities, and service and support in all markets and countries.

While Steve Jobs was said to be the visionary, creating world-changing products such as the iPhone, Apple became the world's first trillion dollar company under Cook.

Leadership style.
Tim Cook's leadership style is described as democratic, one that lets the talents of all Apple employees contribute to the company’s success. It's been said he keeps an open mind, carefully considers his all options, and can convince other people to follow his lead.

As a result of Cook’s leadership style, members of his team often report feeling: more involved in the decision-making practice, encouraged to express their thoughts without fear, and rewarded for providing creative insights (Financhill).

It can most certainly be said that his leadership style is effective given Apple's increase in profits and valuation since he took over.

The first $1 trillion dollar company.
Apple under Cook has been a huge financial success, with the stock delivering a nearly 1,200% return over the past decade. If you had invested $1,000 in Apple the day Cook became CEO, the market value of your shares would be worth $12,970.28 today, according to CNBC calculations. Under Cook’s leadership, Apple has grown from a $364.4 billion market cap to $2.45 trillion, becoming the first publicly traded U.S. company to reach a $1 trillion market cap in 2018, and hitting $2 trillion just over two years later.

The Apple Watch and AirPods, released in 2015 and 2016 respectively, are the two most notable new devices launched under Cook. Other key releases have been the annual upgrades to iPhones, iPads and Macs.

Cook has also boosted Apple’s profits through subscription revenue with services like Apple Music and iCloud storage. Apple’s services business, which includes the Apple News+ magazine subscription service and streaming platform Apple TV+, raked in $2.95 billion in fiscal year 2011, a number that ballooned to $53.77 billion in fiscal year 2020.

Let's take a look at the key products that have come out under Tim's leadership. Check out our list which features our top 3 products from each year Cook has reigned at Apple! 

  • iPhone 4 (8GB)
  • iPhone 4S (16GB)
  • MacBook Pro (Late 2011)
  • iPod Touch (4th gen)
  • iPod Nano
  • iPad mini (1st gen)
  • iPhone 5C 
  • iPad Mini 2 (Retina display)
  • Mac Pro (Late 2013)
  • iPhone 6
  • Mac Mini 
  • iPad Air 2 
  • Apple Watch (1st gen)
  • iPad Pro
  • Apple Pencil 
  • iPhone SE (1st gen)
  • AirPods (1st gen)
  • iPad Air 2
  • iPhone SE (1st gen)
  • iPhone 8
  • Apple TV 4K (1st gen)
  • HomePod
  • iPhone XS
  • Mac Mini
  • AirPods (2nd gen)
  • Apple Card
  • AirPods Pro
  • AirPods Max
  • iPhone 12
  • HomePod Mini
  • AirTag
  • iPhone 13
  • Apple Watch Series 7
Did we miss any of your favourite products that came out under Tim's leadership? Tell us over on Twitter or Facebook - we love talking all things Apple!
Published 20 Jan 2022 by Mairead Bond
Mairead Bond
Share this article
Share using your device's native controls.
Or to your favorite social network.
Facebook pixel