Apple’s Transformed Since Tim Cook Became CEO A Decade Ago—Here’s How
Image via JStone / Shutterstock.com
In a blink of an eye, it’s been 10 years since Tim Cook took the helm at Apple. Since then, the tech giant has changed in numerous ways, and is now bigger than ever.
When Cook took over from Apple’s co-founder Steve Jobs, he had big shoes to fill. Jobs was an iconic part of the brand, seen as the visionary behind some of the most innovative devices on the market. Cook, however, said from the beginning he wasn’t planning on emulating his predecessor, rather paving his own way in the firm.
“One of the things he did for me—that removed a gigantic burden that would have existed—is that he told me, on a couple occasions before he passed away, to never question what he would have done. Never ask the question ‘what Steve would do’ — just do what’s right,” Cook said, as per CNET. In a recent article, the news outlet has rounded up several changes that Apple has witnessed since Cook stepped in as head of the tech giant.
One of the biggest ways Cook has changed Apple is by expanding its originally limited lineup. Under his leadership, the company began releasing more than one model of the iPhone each year.
This year’s lineup is expected to see the same with four rumored models: the iPhone 13, iPhone 13 Mini, iPhone 13 Pro, and iPhone 13 Pro Max. The company had also introduced the iPhone SE, a lower-cost alternative for customers who were priced out of its original models.
The firm’s expansion into wearables has also seen it release two variants of the Apple Watch, plus special collaborations with brands such as Nike and Hermès. To date, Apple offers three different types of AirPods and four different iPads on its shelves.
Not to mention, Cook has also introduced software services that didn’t exist before. Since 2019, Apple has started to offer monthly subscription plans, such as Apple News Plus, a magazine and newspaper aggregation service. It then launched Apple Arcade, its gaming subscription plan, and Apple Fitness+ monthly workout classes.
Let’s not forget Apple’s foray into on-screen entertainment with Apple TV+, which also launched in 2019. While the company has yet to release subscription figures, its services segment drew nearly US$17.5 billion in revenue in the past three months, as per CNET.
There doesn’t seem to be anything stopping Cook as he takes Apple to the next level of its growth. As he said on a conference call with analysts this July: “Our greatest source of inspiration, isn’t technology itself, but to help people use it in their own lives in ways, great and small, to write a novel or to read one to care for an ailing patient or see a doctor virtually to track their heart rate on a jog or to train for the Olympics.”
For other ways Tim Cook has changed the dynamic of one of the world’s largest brands, check out the article here.
[via CNET, cover image via JStone / Shutterstock.com]
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