Tim Cook resigns as Apple CEO: A look back at his 15 years of accomplishments, from new products and services to expanding into China

After 15 years at the helm, Tim Cook is stepping down as Apple’s CEO and handing over the reins to John Ternas, senior vice president of hardware engineering. Cook, who joined Apple in 1998 and succeeded Steve Jobs in 2011, went on to transform Apple into a $4 trillion company.

As his tenure as CEO comes to an end on September 1, let’s take a look at some of the highlights of Cook’s 15 years as the leader of one of the world’s most influential companies.

financial growth

Apple was already an influential company when Mr. Cook took the helm, but under his leadership the company’s market capitalization increased tenfold. When Cook took over in August 2011, Apple was valued at just under $350 billion. The company’s sales exceeded $1 trillion in 2018, $2 trillion in 2020, $3 trillion in 2022, and $4 trillion in 2025. The technology giant currently has sales of $4.1 trillion.

The company reported net income of $112 billion for the fiscal year ending September 2025, eight times the number Apple achieved in September 2010. The company was able to achieve that 699% increase despite a number of challenges, including the coronavirus pandemic and geopolitical tensions between the US and China. Mr. Cook, a former chief operating officer who was credited as the brains behind Apple’s global supply chain under Steve Jobs, expanded Apple’s reach in China and added about 200 stores to the company’s global network during his tenure as CEO.

new product category

Cook expanded Apple’s iPhone and computer ecosystem into a broader network of complementary devices, including wearables and gadgets.

Apple launched the Apple Watch in 2015 and has since transformed it into a full-fledged health and fitness companion with blood oxygen tracking and ECG monitoring. Apple then disrupted the earphone market by launching the first AirPods in 2016, changing the wireless headphone category. It then launched its first over-the-ear headphones in 2020. It’s also worth noting that Apple acquired Beats in 2014.

The tech giant also released Apple Vision Pro in 2024, positioning it not only as a VR headset but also as a spatial computing platform. However, the launch failed to resonate with consumers who didn’t want to spend thousands of dollars on the gadget.

Under Cook, the company also released iPads in various sizes and multiple price points, essentially turning these devices into full-fledged computers capable of handling a variety of tasks for personal, work, and school use.

Of course, Cook also oversaw important changes to the iPhone, including the introduction of the more affordable iPhone SE and advancements like Face ID and edge-to-edge displays.

Although Apple moved away from the “i” branding on new product releases under Mr. Cook, Mr. Cook oversaw a significant expansion of the company’s product lineup.

Expanding services

Under Mr. Cook, Apple built a strong services business. The tech giant launched Apple Pay in 2014, and it is now used by an estimated 818 million people worldwide. In 2019, the tech giant launched its Apple TV+ (now Apple TV) streaming service, and its content has since won hundreds of awards, including the Academy Award for Best Picture.

Apple launched its Apple Music streaming service in 2015 to compete with Spotify, and the service currently has more than 112 million subscribers. In 2019, Apple launched Apple Arcade and has since built a portfolio of premium games.

Jobs first announced iCloud in 2011, but the storage service has grown significantly under Cook since then, including the launch of iCloud+ in 2021. Additionally, Cook oversaw the evolution of the App Store and repeatedly defended its 30% commission structure.

Apple’s Services business generated $109.16 billion in revenue for the fiscal year ended September 2025. This segment accounted for a significant portion of the company’s total revenue of $416.16 billion for the year.

Transition to in-house processing machines

Under Cook’s leadership, Apple began its transition from Intel processors to its own Apple Silicon chips in 2020, completing the transition across its entire Mac lineup by 2023. The result is longer battery life, improved performance, and increased power efficiency.

AI era

Apple entered the AI ​​era in 2024 with the launch of Apple Intelligence. But the company hasn’t made much progress since then, and the anticipated launch of a revamped, AI-powered Siri is facing significant delays (it’s expected to arrive later this year).

The tech giants are largely absent from the broader tech industry generative AI race that began when OpenAI’s ChatGPT launched in 2022. Earlier this year, Apple and Google announced that Google’s Gemini will power their next-generation AI tools.

$600 billion US spending commitment

Cook last year announced $600 billion in U.S. spending with President Donald Trump, the biggest investment plan ever for a tech giant. The four-year plan includes expanding employment and manufacturing activity in the country, with a focus on building a stronger domestic semiconductor and advanced technology supply chain.

apple park

Jobs’ vision for Apple Park came to fruition in 2017 under Cook’s leadership. The 175-acre headquarters, which replaced the Apple campus, is home to more than 12,000 employees. It has thousands of native, drought-tolerant trees and is powered by 100% renewable energy.

Apple Park is now the setting for the company’s new product launches.