Tim Cook's Legacy: Apple's Growth, Challenges, and the Road Ahead for John Ternus

Apple's CEO, Tim Cook, has handed over the reins to John Ternus, Apple's hardware chief. Under Cook's leadership, Apple grew from a $350 billion company to over $4.5 trillion in just 15 years.

Cook will become executive chairman on September 1, focusing on policy dealings with governments amid tense relations between the US and China, where many of Apple's products are manufactured.

During his tenure, Cook transformed Apple's supply chain into a competitive advantage, making cutting-edge products more accessible to the masses. He also turned the company's iPhone user base into a recurring revenue stream, with annual sales rising from $108 billion in 2006 to $416 billion in 2025.

However, critics argue that Apple has lost its innovation edge in the AI race under Cook's leadership. The Vision Pro augmented-reality headset, launched at $3,499 in 2023, failed to generate strong sales, and Siri lags behind competitors in AI capabilities.

Ternus faces significant challenges as he takes over, including revamping Apple's AI offerings and navigating the company's reliance on China. Despite these hurdles, Apple has made progress in expanding its manufacturing presence beyond China, with plans to assemble most US-bound iPhones in India by 2026.