Tech
Tim Cook is stepping down as CEO of Apple: Here’s a look at his 15-year legacy, from new products and services to China expansion
After 15 years at the helm, Tim Cook is stepping down as CEO of Apple and handing over the reins to the company’s senior vice president of hardware engineering, John Ternus. Cook, who joined Apple in 1998, succeeded Steve Jobs in 2011 and went on to transform Apple into a powerhouse worth $4 trillion.
With his time as CEO coming to an end on September 1, let’s take a look at some of the highlights of Cook’s 15 years as the leader of one of the most influential companies in the world.
Financial growth
Apple was already an influential company when Cook took the reins, but under his leadership, the company’s market capitalization increased tenfold. When Cook took over in August 2011, Apple was valued at just under $350 billion. The company passed $1 trillion in 2018, $2 trillion in 2020, $3 trillion in 2022, and $4 trillion in 2025. Now the tech giant currently sits at $4.01 trillion.
The company reported $112 billion in net income for the fiscal year ending in September 2025, which was eight times what Apple saw in September 2010. The company was able to achieve that 699% increase despite many issues, including the COVID-19 pandemic and geopolitical tensions between the U.S. and China. Cook, who was formerly chief operations officer and credited as the brains behind Apple’s global supply chain under Steve Jobs, expanded Apple’s reach in China and added roughly 200 stores to the company’s global network during his tenure as CEO.
New product categories
Cook expanded Apple’s iPhone and computers ecosystem into a broader network of complementary devices that includes wearables and gadgets.
Apple launched the Apple Watch in 2015 and has since turned it into a full-fledged health and fitness companion complete with blood oxygen tracking and ECG monitoring. Apple then disrupted the earphones market in 2016 with the launch of the first AirPods, changing the wireless headphones category. It then launched its first over-the-ear headphones in 2020. It’s also worth noting that Apple purchased Beats in 2014.
The tech giant also released the Apple Vision Pro in 2024, positioning it not just as a VR headset, but as a spatial computing platform. The launch, however, failed to resonate with consumers who didn’t want to spend several thousand dollars to purchase the gadget.
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Under Cook, the company also released iPads at various sizes and multiple price points, and essentially turned the devices into full-on computers that can handle a variety of different tasks for personal, work, and school use.
Of course, Cook also oversaw key changes to the iPhone, including the introduction of the more affordable iPhone SE, as well as advancements like Face ID and edge-to-edge displays.
Although Apple moved away from the “i” branding in new product releases under Cook, he oversaw the major expansion of the company’s product lineup.
Services expansion
Under Cook, Apple built a powerful services business. The tech giant launched Apple Pay in 2014, which is now used by an estimated 818 million people globally. In 2019, the tech giant launched its Apple TV+ (now Apple TV) streaming service, whose content has since earned hundreds of awards, including the Academy Award for Best Picture.
Apple launched its Apple Music streaming service in 2015 to take on Spotify, and the service now has over 112 million subscribers. In 2019, Apple launched Apple Arcade and has since built it out with a portfolio of premium games.
Although Jobs first announced iCloud in 2011, the storage service has since grown vastly under Cook, including the launch of iCloud+ in 2021. Additionally, Cook oversaw the evolution of the App Store and repeatedly defended its 30% commission structure.
Apple’s services business generated $109.16 billion in revenue during the fiscal year ending in September 2025. The segment accounted for a significant portion of the company’s total $416.16 billion revenue for the year.
Shift to in-house processors
Under Cook’s leadership, Apple began transitioning from Intel processors to its own Apple Silicon chips in 2020 and completed the shift across its Mac lineup by 2023. The result was longer battery life, higher performance, greater power efficiency, and more.
AI era
Apple entered its AI era in 2024 with the launch of Apple Intelligence. Since then, however, the company hasn’t had any major breakthroughs and has faced significant delays in launching its anticipated revamped AI-powered Siri (it’s expected to roll out sometime this year).
The tech giant remained largely absent from the broader tech industry’s generative AI race that kicked off when OpenAI’s ChatGPT launched in 2022. Earlier this year, Apple and Google announced that Google’s Gemini would power its next-generation AI tools.
$600 billion U.S. spending commitment
Cook joined President Donald Trump last year to announce a $600 billion U.S. spending commitment, marking the tech giant’s biggest investment plan ever. The four-year plan includes expanding hiring and manufacturing activity in the country, with a focus on building a stronger domestic semiconductor and advanced technology supply chain.
Apple Park
Jobs’ vision for Apple Park came to life under Cook’s leadership in 2017. The 175-acre headquarters, which replaced Apple Campus, houses more than 12,000 employees. It features thousands of native and drought-resistant trees and is powered by 100% renewable energy.
Today, Apple Park is the backdrop of the company’s new product launches.
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Tech
Revolut eyes valuation of up to $200B in eventual IPO
British neobank Revolut seems to be eyeing a major valuation bump when it eventually goes public. The company is targeting a market cap between $150 billion and $200 billion in an initial public offering, the Financial Times reported on Tuesday, citing anonymous investor sources.
The fintech giant, which secured a full banking license in the United Kingdom in March after years of waiting, was most recently valued at $75 billion, up from $45 billion in 2024, in a secondary share sale that made it one of Europe’s most valuable private tech companies.
Revolut’s co-founder and CEO, Nik Storonsky, last week said that the company’s IPO was at least “two years away,” according to Bloomberg.
According to PitchBook and the Financial Times, the company is working on another secondary share sale, scheduled for the second half of 2026, that would value it at more than $100 billion.
As of November 2025, the company had raised a total of $5.89 billion, according to PitchBook. Revolut reported revenue of $6 billion in the financial year ended December 31, 2025, up from $4 billion in 2024. The company’s net profit grew to $1.7 billion, up from $1 billion in 2024, and counted 68.3 million retail customers at the end of 2025.
Revolut declined to comment.
Founded in 2015, Revolut offers a range of services spanning multi-currency accounts, payment and transfer services, crypto products, insurance, and more. The neobank has been pouring truckloads of cash into expanding its operations internationally, and recently applied for a banking license in the United States.
Besides the U.K., Revolut has a banking license in the European Union, and it operates in Australia, Japan, New Zealand, Singapore, Brazil, and the U.S. Revolut launched operations in India last October, is about to start operating in Colombia this year, and has received a banking license in Mexico.
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Tech
Amazon taps Sweden’s Einride for its electric big rigs
Einride is adding 75 of its electric heavy duty trucks to Amazon’s Relay freight network as part of a deal that gives the Swedish startup a toehold in the e-commerce giant’s operations. Einride will also provide charging infrastructure across five locations in the United States, under the agreement announced Tuesday.
Amazon isn’t buying or operating the electric trucks. Instead, Einride will own and manage (using its own Saga AI software) the trucks, which can be used by drivers in Amazon’s Relay freight network. Relay, launched in 2017, is an app that truck drivers can use to book hauling gigs with Amazon.
Einride CEO Roozbeh Charli, who took over as chief nearly a year ago, said working with Amazon is a powerful validation of the startup’s technology and strategic vision.
“By deploying our intelligent platform within one of the world’s most sophisticated logistics networks, we are accelerating growth, while continuing to build industry-leading operational expertise,” he said in a statement.
Einride has gained attention and investment for its two-pronged approach to freight. The company has developed and now operates a fleet of about 200 heavy-duty electric trucks for companies like Heineken, PepsiCo, and Carlsberg Sweden in Europe, North America, and the UAE. It has also developed autonomous pod-like trucks, which stand out for their cab-less design.
The agreement with Amazon doesn’t include the autonomous pods.
Einride has landed this agreement at a critical time: The startup is finalizing a merger with blank-check company Legato Merger Corp. and is expected to go public soon.
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While the agreement might not carry the same weight for Amazon, which has a market cap of $2.7 trillion, it does contribute to its low-carbon goals. Amazon has said it wants to reach net-zero carbon emissions across its operations by 2040.
“This rollout is an important step forward in addressing one of the toughest challenges we face in decarbonizing our transportation network — electrifying heavy-duty trucking,” an Amazon spokesperson said in an emailed statement. “We’re excited to continue to collaborate with Einride and learn from these operations as the trucks hit the road.”
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Tech
YouTube expands its AI likeness detection technology to celebrities
YouTube is expanding its new “likeness detection” technology, which identifies AI-generated content, such as deepfakes, to people within the entertainment industry, the company announced on Tuesday.
The technology works similarly to YouTube’s existing Content ID system, which detects copyright-protected material in users’ uploaded videos, allowing rights owners to request removal or share in the video’s revenue.
Likeness detection does the same, but for simulated faces. The feature is meant to help protect creators and other public figures from having their identities used without their permission — a common problem for celebrities who find their likenesses have been used in scam advertisements.
The technology was first made available to a subset of YouTube creators in a pilot program last year before expanding more broadly to include politicians, government officials, and journalists this spring.
Now YouTube says the technology is being made available to those in the entertainment industry, including talent agencies, management companies, and the celebrities they represent. The company has support from major agencies like CAA, UTA, WME, and Untitled Management, which offered feedback on the new tool.
Use of the likeness detection tool does not require entertainers to have their own YouTube channels.
Instead, the feature scans for AI-generated content to detect visual matches of an enrolled participant’s face. Users can then choose to request removal of the video for privacy policy violations, submit a copyright removal request, or do nothing. YouTube notes that it won’t remove all content, as it permits parody and satire content under its rules.
In the future, the technology will support audio as well, the company says.
Related to this, YouTube has also been advocating for similar protections at a federal level, with its support for the NO FAKES Act in Washington, D.C. This would regulate the use of AI to create unauthorized re-creations of an individual’s voice and visual likeness.
The company hasn’t yet said how many removals of AI deepfakes have been managed by the tool so far, but noted in March that the amount of removals was still “very small.”
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