The Verge analyzes Tim Cook's 15-year tenure as Apple CEO, contrasting his operational focus with Steve Jobs' product visionary approach. While Cook didn't pioneer generational products like the iPhone, he transformed Apple's supply chain and business model to create a revenue-generating powerhouse, with services becoming the second-largest revenue category. Cook is departing as Apple faces antitrust battles and market pressures, with hardware engineer John Ternus taking over as the new CEO.
Strategy
Tim Cook was an innovator — just not the Jobs kind
Tim Cook's 15-year tenure transformed Apple from a product-centric innovator into a services-driven powerhouse—services now account for the company's second-largest revenue stream—but as he hands off to hardware engineer John Ternus, Apple faces intensifying antitrust scrutiny under new leadership.
Tuesday, April 21, 2026 12:00 PM UTC2 MIN READSOURCE: The VergeBY sys://pipeline
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