August 24, 2011 was the day when Tim Cook was appointed as the CEO of Apple. Cook was stepping into the giant shoes of Steve Jobs — a man synonymous with Apple. There may have been doubters when Cook replaced Jobs but over the last 10 years, Cook has changed Apple in many ways the company functions. It remains heavily into products but under Cook, the services business has really expanded. Here are 9 ways Apple has changed under Cook:
19
More than the iPhone: New products that are bestsellers
Under Cook’s leadership Apple has not only expanded into new categories but has dominated them. Look no further than the Apple Watch and the AirPods — market leaders in their categories. The iPhone may still be Apple’s most popular product but Cook has changed that perception with successful launches of new products.
29
Changed the Services business: Music, Arcade and more
Apple Music, Apple Arcade, Apple TV+, Apple Fitness+, Apple One, Podcasts — all subscription based services launched in the last few years. Cook has led Apple into becoming a really successful services company. In 2020, Apple’s annual revenue from services was around $53 billion.
39
Expanded the Apple ecosystem
Apple is a completely different company than it was when Cook took over. The Apple ecosystem is huge and blending the hardware, software and services to offer something for everyone has happened under Cook’s leadership. Apple makes more iPads and more iPhones than ever before. Its products and services are used by more than a billion people across the world
49
All about privacy
A vocal advocate of privacy, Cook has always spoken about Apple’s commitment to its users. Apple has doubled down on its efforts to make its products and services secure than ever before.
59
Made Apple one of the most valuable companies in the world
There were naysayers who expected Apple to not do so well after Cook replaced Jobs. Apple’s market value has crossed $2 trillion and analysts are betting it to grow even further. Apple has over a billion devices installed across the world who use its services as well, which adds to the coffers of the company.
69
Strengthened the App Store and the apps ecosystem
Apple’s App Store has been an absolute game changer. Although it was launched when Steve Jobs was CEO, under Cook, it has gone from strength to strength. A large chunk of the app economy runs because of the App Store and Apple has paid more than $100 billion to app developers in the last decade or so.
79
More vocal, more charitable
Apple donates more money to various causes than ever before and that has happened under Cook. The Apple CEO has never been shy from taking a stand on issues like immigration, the US-China trade war among others. During the Trump era, Cook and Apple had ‘issues’ with the administration but navigated them quite well.
89
Focus on health and wellness
The Apple Watch might have been the trigger but Apple’s investing heavily in health and wellness. So much so that Cook said “I really believe that if you zoom out to the future and then look back and ask, ‘What has Apple’s greatest contribution been?’ it will be in the health and wellness area.” Apple has introduced pathbreaking features in the Watch and more is expected in the next few years.
99
A more ‘green’ company
Apple has been investing billions of dollars towards sustainability. Since 2018, Apple’s stores, offices, and data centres have run on 100% renewable energy. All its operations are carbon neutral. Apple products are designed in a way to use less energy in order to reduce the carbon impact.
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