Apple’s Tim Cook, years at the helm 


10 PHOTOS

Apple’s Tim Cook — five years at the helm (pictures)

Steve Jobs is a tough act to follow. Here’s a photographic glimpse of Cook’s tenure so far.


1

MacBook heir

Under tremendous pressure to continue the innovative performance record forged by Steve Jobs, Tim Cook officially took over as CEO of Apple five years ago, with looming questions about his ability to deliver.

As Cook celebrates his fifth anniversary as chief, questions still linger.

2

In Jobs’ shadow

At the end of his reign, Steve Jobs prophesized that “Apple’s brightest and most innovative days are ahead of it.”

3

Cook’s big wins

Yes, Cook has had some successes — the larger iPhone 6, for one. The device propelled Apple to record profits. The company is also more vocal about causes like the environment and gay rights.

4

Exploring new worlds?

But what Cook has primarily done is make refinements to products and services, like Apple TV and the iPad. While those tweaks are appreciated, the company hasn’t exactly broken new ground.

5
Big screen, big profits

Cook’s biggest win has been Apple’s old big win: the iPhone. The company has expanded the lineup and now offers three new iPhones each year: the 4.7-inch iPhone, the 5.5-inch Plus and the 4-inch SE. Getting into bigger devices with the iPhone 6 in 2014 helped Apple become the most profitable company in the world.

6

Play something new

Cook has pushed Apple into new services, including Apple Pay for mobile payments and the Apple Music streaming service. But Apple Music has had a bumpy introduction.

7

Green Apple

Apple has moved to make itself “greener” too, with the goal of running all its operations on renewable energy (it hit 93 percent

8

Not the iPhone

Perhaps Cook’s splashiest endeavor, the Apple Watch has nevertheless been slow out of the gate, at least when compared with famous Apple products such as the iPod, the iPhone and the iPad.

9

Pushing for privacy

Presenting Apple as a privacy guardian, Cook took a stand against the FBI when the bureau insisted the company crack into an iPhone used by one of the San Bernardino shooters.

He said Apple has “no sympathy for terrorists,” but he called the use of the All Writs Act of 1789 to try to force Apple’s hand an “overreach” by the US government.

10

What’s next?

For now Apple’s livelihood is tied to the iPhone. This year the company’s overall sales may well dip as iPhone sales decline for the first time ever. A bad sign? Or just a minor bump in the road?

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