Tim Cook will step down as Apple CEO. This is significant considering that Tim Cook is the successor to Steve Jobs, the visionary behind Apple. Nearly 15 years, 14 years and 7 months, to be exact, since Tim Cook became CEO in 2011 in an attempt to succeed Steve Jobs. Let us tell you all the highlights of Tim Cook’s career and how Apple expanded into new categories and expanded existing ones. Please read on.
Apple Watch in 2015
Apple’s first new product category since the Steve Jobs era was the Apple Watch. The initial response was mixed, but slowly it became the most popular smartwatch in the world. Since then, Apple has been credited with saving countless lives, alerting people about their health, detecting falls, helping users perform EKGs, and more. Tim Cook has repeatedly reiterated that Apple Watch plays a vital role in saving lives around the world.
AirPods in 2016
Following the Apple Watch, another wearable device, AirPods, also came out. As far as we know, AirPods are easily the most popular wireless headphones on the market today. The original pair took the world by storm. People initially thought the stems looked strange, but over time they grew interested in the design and now it has become a favorite of many. There have been multiple generations of products since then, including the original AirPods, AirPods 2, AirPods 3 and now AirPods 4, as well as multiple Pro versions, the latest being the AirPods Pro 3. Apple has also expanded into the headphone category with AirPods Max.
Apple Silicon Life Beyond Intel
Apple also continues to do significant work on its chips. Macs no longer run Intel; they now use Apple’s own M-series chipsets. This results in significant improvements in performance, power efficiency and battery life. The first laptop to make this transition was the MacBook Air with the M1 chipset. The latest generation of these chips is the M5.
iPhone X reinvents the iPhone
iPhone X completely reinvents the iPhone. It’s a full-screen device with a notch that replaces Touch ID. This was a truly modern iPhone, one that not only shaped future iPhones but also influenced some Android phones. iPhones have been equipped with Face ID since the iPhone X, and it’s now Apple’s preferred biometric system. It marks Apple’s entry into the era of bezel-less smartphones.
Apple Vision Pro 2024
The Apple Vision Pro is a “space computer,” or at least that’s what Apple calls it. It is a mixed reality headset that combines virtual reality and augmented reality. It marks Apple’s entry into a whole new category. Vision Pro allows users to experience virtual worlds using only headsets. It’s a premium device that’s initially only available in a few countries. Many see it as a potential next big platform beyond the Mac or iPhone, but its success is unproven and adoption remains slow due to its high price and limited availability. It is still not available in countries like India.
Apple pushes for carbon neutrality
This is not product-centric, but is important in the larger context of sustainability and business operations. Under Tim Cook’s leadership, Apple has set a goal of becoming carbon neutral by 2030. The company has increased its focus on recycling and promoted trade-in programs to recycle rare earth materials, benefiting the planet in the long run.
The move to a larger “Pro” iPhone
Another big move under Tim Cook is the launch of a bigger iPhone. Recognizing that the market is shifting toward larger devices, especially on the Android side, Apple introduced the Plus model in the iPhone 6 series. Compared to the 4.7-inch iPhone 6, the iPhone 6 Plus is larger at 5.5 inches, allowing users who prefer larger phones to experience Apple.
Apple followed suit with the launch of the Max brand, launching the iPhone XS Max with a 6.5-inch display. Since then, Apple has retained the Max brand for its higher-end products, while the standard digital range has used Plus. The last Plus model is the iPhone 16 Plus due in 2024.
We also can’t forget Apple’s “Pro” branding with the iPhone 11 Pro, which comes with a triple-camera setup. Since then, Apple has launched seven Pro iPhones, the latest being the iPhone 17 Pro.
Apple also experimented with other form factors, including the iPhone mini, iPhone 12 mini and iPhone 13 mini, which lasted two generations, and the iPhone Air, which launched alongside the iPhone 17 series.
