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Apple CEO Tim Cook Should Be Replaced, Research Firm Says
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The one thing about Apple I’ve never liked is that their products always look identical for at least four years, if not longer. Other manufacturers make their products look a little different every year even if the changes are minimal. But with Apple, each year’s product is practically indistinguishable from prior years. That’s what a supply chain guy does, like Tim Cook. It’s time for a product person to be in charge. Cook was good for his time, but it’s time to pass the torch.
AVP is a flop, apple car cancelled, car play ultra is being dumped left and right, and Apple missed AI and is no where being close.
Apple’s biggest risk is that like 60% of profit comes from the iPhone. If something else better comes along, that could Apple to struggle.
Anyways, Tim has done a lot right. He hasn’t gotten a lot right recently. I would call this phase strike 1. If he has two more big misses, I think it’s time to call it.
Apple’s biggest risk is that like 60% of profit comes from the iPhone. If something else better comes along, that could Apple to struggle.
Anyways, Tim has done a lot right. He hasn’t gotten a lot right recently. I would call this phase strike 1. If he has two more big misses, I think it’s time to call it.
Maaan you don’t know that. Apple car may’ve been JUST what they (Apple) needed for us (consumers). Who knows what sort of knowledge they obtained /experienxe. Uhh man. Apple is so awesome
I believe in Cookie cuz I believe in Stevie Wondakid…preach it.
Unless that person adds massive iCloud storage for same price and does other things to appease customers over the boards etc. guaranteed.
Thanks for selling me on the iPhone o already have. You are a part of this company. : )
Maaan. I have a feeling aloy of ppls opinions of cookie would change if they simply saw how he moves. I bet he’s got some serious manooviz. Why else would Stevie wundakid vouch??
Apple too cold!!! Ugh Apple is so awesome!
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blah blah blah ... AI missteps ... blah blah blah.
Research firm LightShed partners says Apple should consider replacing Tim Cook as CEO, but the change is unlikely to occur any time soon.
In a note to clients seen by Bloomberg, analysts Walter Piecyk and Joe Galone say that "Apple now needs a product-focused CEO, not one centered on logistics."
Bloomberg notes that Apple shares have "badly lagged" behind rivals like Microsoft and Meta this year after losing ground in the race to deliver compelling artificial intelligence features. Apple shares have fallen 16% in 2025, compared with gains of 25% for Meta and 19% for Microsoft. The note added:
It is worth noting that this year's slump in Apple shares is a comparative blip in the company's long-term performance with Cook at the helm. Apple shares have gained over 1,400% since Cook started as CEO, compared to 430% for the S&P 500.
The comments come after Apple announced that Chief Operating Officer Jeff Williams will step down from his position this month. He will be replaced by Sabih Khan.
Williams was once thought to be Cook's most likely successor. Now, senior vice president of hardware engineering John Ternus is believed to be the frontrunner. LightShed says "Tim Cook was the right CEO at the time of his appointment and unquestionably has done a great job," but in the wake of Williams' departure, "it's time for more disruptive change, not less."
However, Cook is unlikely to step down anytime soon. In his latest "Power On" newsletter, Bloomberg's Mark Gurman said that "there's no immediate successor ready to take the helm. There also haven't been signs internally that Cook is getting ready to leave or begin the process of grooming a replacement."
More significantly, "the board doesn't feel the need to make a change. Apple's directors are Cook loyalists like Arthur Levinson, Susan Wagner and Ronald Sugar." Gurman says:
In fact, Cook's influence at Apple may grow. Gurman believes he could become Apple's chairman, in addition to his role as CEO:
Nevertheless, Apple apparently recognizes the need for change at the company. Senior executives such as services chief Eddy Cue have warned that Apple risks becoming the next BlackBerry or Nokia if it doesn't adapt quickly.
Article Link: Apple CEO Tim Cook Should Be Replaced, Research Firm Says
Just another article from a group that hasn't come to an understanding of how much more important and advanced Apple's approach - providing private, on-device AI that does useful things is, than the other companies that are building bloated cloud AI services that are soon going to need their own fusion reactors to run their chatbots.
We all agree that it is time for Tim to go. He has to be thanked for all his good services and keep the magic alive but it is time for a new vision to manage some real innovation and bring back the One more thing each and single time … Vision Pro timeline is not acceptable, the Apple car drop too, the HomeKit, the ridiculous Apple intelligence (for some part), and so many one less thing is not sustainable …
This can actually be some exciting news. This may be the wakeup call Tim and Apple need to start making some radical changes to products instead of drip feeding upgrades.
Doesn't mean Tim needs to go it just means that they may put the foot on the accelerator more. To prove that Apple are where they are for a reason.
Doesn't mean Tim needs to go it just means that they may put the foot on the accelerator more. To prove that Apple are where they are for a reason.
AI is more than chatbots. People who aren’t studying the advancements aren’t going to understand. LLMs are just the beginning. AI will be bigger than computers or the iPhone/smartphones.
And yes, Windows PCs have advanced incredibly compared to what they used to be. Microsoft actually tailors their offerings for enterprises.
The reason AAPL is down is stagnation with innovation. Been a long time since Apple truly innovated. Even Apple SoCs were built using other technologies which is why other chips are catching up fast. Nvidia is blowing everyone out of the water.
Tim Crook wants to own every bit of the technology vertically so Apple can lock in via anticompetitive methods and economies of scale in operations. It’s all based on money and greed not to innovate. This is why Apple needs a leader with some foresight into advancing product technologies. Not just let’s capitalize on services and the ecosystem we can payoff people to not rein us in everywhere except Europe - the one place that cares about consumers and SMBs.
Edit. Oh and the Vision Pro proves just because you can do something doesn’t mean you should if you aren’t in touch with the tech and reality of consumer purchasing power.
No company the size of Apple doesn't know exactly who would replace Tim Cook if he were unavailable tomorrow. These stories are always so bizarre.
Except Apple IS expanding it’s market share.
Irrelevant, for the same reason you just pointed out.
True, which is why it is so important for the leadership of the companies (and/or governments) to care about our environment, because each individual end user is not going to. And we need to care about our environment.
The general rule of thumb is a CEO is never a CEO at a publicly traded company longer than 10 years and typically averages about 7 years. Tim's been there 14 years and it feels like an eternity since something actual fresh and new and successful came out of Apple. Same old product announcement pre-made videos since Covid (5 years ago). Same old iPhones since the iPhone 7. Same old headphones. Same old Macbooks. Zzzzzzz if you ask me. Sure, the stuff may work and may get a small spec or feature bump from time to time...but it's the same old thing...nothing really exciting for a long time if you ask me. Tim and Apple have been riding the iPhone/iPad gravy train for far, far too long.
Using slurs is a disqualification from serious debate.
In a world of tariffs and supply chain - who needs a CEO focused on logistics.
Really now? Cmon.
Really now? Cmon.
He has done pretty good so far. Just the thing i don't like is bloating of product line. But they know the math well.
I like the current, slight tilt towards function-over-form then form-over-function of Steve-Ive era.
AI is one area they are lagging and its not fine but i want them to tread it carefully, last i want is AI sucking up all my privacy for auction.
I like the current, slight tilt towards function-over-form then form-over-function of Steve-Ive era.
AI is one area they are lagging and its not fine but i want them to tread it carefully, last i want is AI sucking up all my privacy for auction.
It's relatively easy to expand your market share (Mac) when you're typically, on average, for DECADES hovering around 8% market share. The latest story last week about Apple's Mac market share increase is a blip on the radar...which has happened before and inevitably falls right back down to 5-8% market share. I and others like Macs, but for a lot of reasons they ain't gonna get above 20% market share. Even when Apple was known as Apple Computer their market share paled in comparison to the Wintel world.
This is what tears me in two directions. At the end of the day I need to make money, and the primary machine driving my business is my Mac. It’s nearly perfect. They have done so much to improve the Mac in recent years and I don’t want that to change.
On the other hand, whoever controls AI will control the future. Apple has to compete as a tech company and doesn’t have a choice or they will get buried. It’s that disruptive, despite everything Apple has added thus far being mostly superficial. And that’s the problem. I also trust they’ll handle my data more securely with better privacy than the competition. Layer on top of that the iPhone is really falling behind these foldables, and how poorly their design team handled Liquid Glass, and it’s not exactly a rosy picture. At least the AirPods Pro are amazing. I swear that and the Mac are just where it’s at right now! Promote who is in charge of those.
Apple doesn’t aim for high market share though. It is not a sign of failure. Their aim is high profit, which does not necessarily mean high market share. Apple has a much higher market share at the most profitable end of the market.
Significantly growing their market share means lowering the cost of entry, which inevitably lowers the average profit per sale, as many would shift to a cheaper version just because they can. So it’s very likely that attaining a market share of 20% would result in lower overall profit.
Last time Apple aimed for market share above profit, it nearly bankrupted the company. In contrast, aiming for profit over market share made them the biggest company in the world. If you are arguing that conventional wisdom is that higher market share is good, then conventional wisdom is wrong, and Apple is proof.
This is caused by the financialization of the economy, which in turn was caused by the adoption of fake fiat currency. If we still used sound constitutional money we wouldn't be $37T in debt and companies wouldn't have to resort to financial engineering to prop up their stock price. Instead they would be more focused on their "long term success" by innovating and providing great products and services to their customers at reasonable prices.
The CEO gave $1M to the guy playing dice with Apple’s tariffs. I imagine many are waiting to find out how that turns out, before making a decision about Cook.
1) firing a person won’t. But finding another CEO that can address AI disruption could. Before that happens, Tim Cook will continue to be CEO. Now with the chairman possibility, he can just step down from the CEO but retain as chairman instead if he wants.
2) that’s not me to answer, that’s the problem for the board.