Apple CEO Tim Cook is stepping down as Apple's chief executive officer, and hardware engineering chief John Ternus is set to take over, Apple announced today. Cook will continue on as Apple CEO through the summer, with Ternus set to join Apple's Board of Directors and take over as CEO on September 1, 2026. Cook is going to transition to executive chairman, and he will "assist with certain aspects of the company, including engaging with policymakers around the world".
Since 2011 when he took over Apple, to 2020, Cook doubled the company’s revenue and profit, and the company’s market value increased from $348 billion to $1.9 trillion.In 2025.
I frankly don’t know about Apple and Tim Cook specifically, but broadly a lot of enthusiasts may not be as excited about revenue and profit as they are about how good the experience is for them.
For example, looking at a well executed enjoyable game with no bullshit micro transactions or loot boxes or anything most would agree that is a good game.
But revenue and profit wise some random low effort mobile game with micro transactions would blow that good game out of the water business wise.
Unfortunately, lots of “better business” is explicitly screwing over the customers as much as they can possibly get away with, so I’m not super excited about arguments around revenue, profit, and market cap as a measure of a company I should like to buy from.
Sure, but then people should be honest about what they are actually saying:
“I’m glad he left because I hate what they did to my iPhone during his tenure.” Instead of “I’m glad he left, he’s been a disaster for Apple.”
One is honest and accurate, the other isn’t.
Also in what is Apple really screwing people over? The MacBook is more competitive than it’s ever been so much so that M chips continue to be the gold standard every brand aims to beat and MacBooks are more affordable than ever considering the pricing we’re seeing now. Really, all things considered, the Liquid Glass design is (maybe) a L drop in an ocean of Ws for Apple.
Yeah it’s weird that people argue Tim was bad for Apple. All the major metrics are in the green since he took over, the only complaints I see about Apple today is something abstract like “I don’t like the bubbly design of my device.”
If anything, he has only improved Apple’s products since the mid 2010s when their products were suffering from focusing on thinness instead of usability.
Do you know why I would do better? I would hire him to do the logistics and handle the CFO, while focusing on R&D, design and what the customers want. He entirely skipped R&D, design and giving the customers what they want.
Plus I would fucking never do this and suck up to a fascist:
Since 2011 when he took over Apple, to 2020, Cook doubled the company’s revenue and profit, and the company’s market value increased from $348 billion to $1.9 trillion.In 2025.
Just saying.
I frankly don’t know about Apple and Tim Cook specifically, but broadly a lot of enthusiasts may not be as excited about revenue and profit as they are about how good the experience is for them.
For example, looking at a well executed enjoyable game with no bullshit micro transactions or loot boxes or anything most would agree that is a good game.
But revenue and profit wise some random low effort mobile game with micro transactions would blow that good game out of the water business wise.
Unfortunately, lots of “better business” is explicitly screwing over the customers as much as they can possibly get away with, so I’m not super excited about arguments around revenue, profit, and market cap as a measure of a company I should like to buy from.
Sure, but then people should be honest about what they are actually saying:
“I’m glad he left because I hate what they did to my iPhone during his tenure.” Instead of “I’m glad he left, he’s been a disaster for Apple.”
One is honest and accurate, the other isn’t.
Also in what is Apple really screwing people over? The MacBook is more competitive than it’s ever been so much so that M chips continue to be the gold standard every brand aims to beat and MacBooks are more affordable than ever considering the pricing we’re seeing now. Really, all things considered, the Liquid Glass design is (maybe) a L drop in an ocean of Ws for Apple.
Yeah it’s weird that people argue Tim was bad for Apple. All the major metrics are in the green since he took over, the only complaints I see about Apple today is something abstract like “I don’t like the bubbly design of my device.”
If anything, he has only improved Apple’s products since the mid 2010s when their products were suffering from focusing on thinness instead of usability.
The user experience and user interface has suffered.
That’s says nothing about the CEOs performance. If anything it says about the design team.
Yes, because profit is everything. Just saying.
That’s the point of running a company, yes.
Just pointing out his results were pretty good in this regards. You believe you are able to do better?
Doubt.
Do you know why I would do better? I would hire him to do the logistics and handle the CFO, while focusing on R&D, design and what the customers want. He entirely skipped R&D, design and giving the customers what they want.
Plus I would fucking never do this and suck up to a fascist:
(screenshot at 4 minutes in article video):
https://www.macrumors.com/2025/08/07/tim-cook-gift-to-trump/