DNA Insider
繁中
Back
Coverage· Apple· Published Sep 1, 2026

Tim Cook’s 15 years at Apple: services and Apple silicon stand out alongside major setbacks

The Verge reviews Tim Cook’s 15-year tenure as Apple CEO, covering growth in services, Apple silicon, wearables, and privacy, as well as setbacks involving Vision Pro, Project Titan, Siri, the App Store, and Apple Maps. Cook is stepping down and John Ternus is replacing him, while Cook will remain executive chairman and oversee Apple’s relationship with Donald Trump.

Coverage

DNA Brief

Signal Summary

The article says Apple’s services business became its second-largest revenue source after the iPhone during Cook’s tenure, with $100 billion in combined services revenue reported last year. It also highlights the launches of Apple Pay in 2014 and Apple Music in 2015, plus Apple’s transition from Intel processors to its own chips, which began in 2020 and was completed in 2023. The review contrasts those achievements with the unresolved or unsuccessful efforts it identifies in Vision Pro, Project Titan, Siri, the App Store, and Apple Maps.

Why It Matters

The leadership change marks a new phase for Apple after 15 years under Cook: John Ternus becomes CEO, while Cook retains a senior role focused on Apple’s relationship with Donald Trump. The review also shows where Apple’s growth strategy produced durable businesses and platform changes, and where high-profile product, software, and project efforts did not meet expectations.

Evidence

Start with the primary evidence, then review supporting sources and context.

1 items

Primary Evidence

1
  • The VergeDocumentOriginal

    Tim Cook’s Apple: his 10 biggest wins and misses

    Emma Roth

    “Expectations for Tim Cook were almost impossibly high when he stepped in to replace Apple's visionary co-founder in 2011. He inherited a company on a blockbuster run, after Steve Jobs returned and revitalized the Mac, launched the iPod, and oversaw the launch of the iPhone. Now, after 15 years in the CEO role, Tim Cook [...]”
Back to Live FeedExplore more Apple signals