Apple CEO Tim Cook Should Be Replaced, Research Firm Says

[Velli]

You have to make up your mind. Either you claim that Apple will continue to grow at a significant rate (and for whatever reason conclude that all other arguments are irrelevant)

I did not claim that. You changed the scope of the discussion. You answered a point about recent Microsoft developments by pointing to market share, so I answered in the context of recent market share. I merely pointed out your claim was wrong. You then changed the context to a broader scope.

Or you take the view that Apple isn't even aiming for growth.

Again, you are twisting my words. Apple is of course aiming for growth - revenue growth. That does not necessarily mean aiming for growth of Mac market share.

Apple (Tim Cook) has publicly stated that they don’t aim for largest market share. But no, I’m not googling it for you.

This is not only obviously wrong, but also reveals a lack of knowledge about economics and business management.

Strawman. It is wrong because it was not what I said.

Let me put it more simply:
The Mac's market share is around 14%

You just said it was 8%. Doesn’t sound like you are the expert on market share that you purport to be.

I think we are done here.

 

[Velli]

Perhaps it’s because I was younger, but every time Steve Jobs introduced a new gadget, it was something extraordinary. That feeling has completely vanished and is no longer there.

Jobs is dead. Stop comparing Cook to Jobs, and start comparing him to every other living CEO in the world. Then you may understand why he is still CEO.

 

[iPadified]

AI? It will have as much impact and industrialisation, computers and internet had in its days. We still have low unemployment because new job types are created when old ones are gone and I am sure they will need a computer...

Apple needs fresh blood. Apple has become fat and complacent. Well the whole IT sector needs a kick in the behind in my opinion. Same old computer paradigm since soon 50 years.

 

[spazzcat]

Did the research firm use AI to come up with suggestions?

 

[krull1015]

Here we go good morning people. Yeah that’s right. I give the people what they want to read, but those who own stock in a company. He’s doing pretty good for us. So why would they replace him.

IDK wasn’t it around $260.00 end of 2024?

 

[SAIRUS]

You either die a hero or live long enough to become the villain.

 

[flogician]

Apple should definitely consider an overhaul. Tim may be a good operation guy but he is far behind the guys like Nadella.

Tim’s milk-customers-like-cow strategy has finally worn me out and I am switxhing to Galaxy Fold 7 after using iPhone from 3G until 15.

Well let's be real, the milking strategy originated with Jobs. Tim is faithfully carrying that torch, but both his RDF and risk tolerances are substantially lower, so milking is all that's left.

But to be fair, LLMs are a dead end, and Tim Apple is right to avoid jumping on that hype train. It's one thing to make grandiose, non-disprovable claims about hardware. It's another thing to unleash AI tools on a naive and sue-happy userbase. You can't claim that people are holding their phones wrong when Siri starts spouting white supremacy talking points.

 

[GrassShark]

Ironically, trying to pursue the dumpster fire that is AI is probably apple’s biggest mistake in a while. Microsoft has to force its own employees to use that trash. OpenAI, Anthropic, etc are incinerating cash with no path to profitability, Google is … doing something … who knows what their plan is.

Cook has had a negative influence on Apple in many ways, but being late to a market that has yet to prove valuable or really see any success is not one of them.

 

[AlexESP]

Been saying he should be replaced for years. He’s terrible at getting products out the door.

Even if I don’t agree, I can understand other kind of criticism (lack of innovation, etc.). But getting products out of the door? What? Apple is one of the best companies in the world when it comes to that, and that was one of his main responsibilities as COO.

 

[User 6502]

Here we go good morning people. Yeah that’s right. I give the people what they want to read, but those who own stock in a company. He’s doing pretty good for us. So why would they replace him.

Because if Apple becomes the next Nokia share holders will be left with nothing. Short term gains are meaningless if the company is left without a future.

 

[Wanted797]

Shareholders and investors like certainty. A new CEO would create wave on uncertainty on what direction Apple would take. Given they are currently at the top. The most likely direction would be down.

Tim leaving will cause Apple stock to tumble and likely remain a bit lower as people wait for confidence the new CEO isn’t going to burn the place down. If Tim wants to stay I don’t foresee them removing him anytime soon.

 

[AlexESP]

I read too many armchair comments when it comes to this kind of topics. I think people cannot grasp how complex it is to manage organization, operations, politics, etc. at the scale of Apple.

Of course, that doesn’t mean that Tim Cook is free of criticism, but it’s delusional to think of him like a “bean counter” who can be easily replaced. The same applies to i.e. Nadella in Microsoft or other big-tech CEOs.

Also, there are some proposals that are wild in the context of Apple’s way of working, i.e. buying an “AI company” and letting them take the role of CEO. Apple has always promoted internal people, and hiring employees, even at SVP level, has been problematic. Companies’ cultures can be very different.

 

[segfaultdotorg]

That would give him more time to work on his passion project—iCook meal kits.

 

[Mrkevinfinnerty]

They are correct. Time to show Timothy Donald the door.

 

[heretiq]

The quote has nothing to do with logistics or supply chain. Jobs reportedly said that during one of the Macintosh team retreats (1983). He saw himself, and addressed his team as “artists” creating new things and sharing them (shipping) them with the world. Jobs also told them during the preceding retreat “It’s not done until it ships”.

Cook is a lot of things, but “artist” isn’t one of them.

In what world doesn’t shipping — (or sharing) product with hundreds of millions of customers — require logistics or supply chain? 🤔

 

[laptech]

So basically the crux of their argument is that because Apple have been slow in the development of AI compared to their competitors, Apple should get rid of Tim Cook and replace him. How ridiculous.

 

[freezelighter]

Who needs Tim if there is Jony & Sam?

 

[gdbleb]

Note to Lightshed; Its the software stupid!

 

[interessiert]

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

Cook is still very ok

Never change a winning team

Of course software programming is the weak point these days

Some good new features arriving every year, BUT a lot of BUGs delivered and not repaired... needs to focus this.

#Federighi

AI is not eroding the business of Apple - there were some obstacles, but they are working at now.

So what?

 

[UK-MacAddict]

Here we go good morning people. Yeah that’s right. I give the people what they want to read, but those who own stock in a company. He’s doing pretty good for us. So why would they replace him.

Because his price gouging approach will eventually be his downfall. Then when stocks dive will you stick around and back the company then?

 

[PlayUltimate]

Perhaps it’s because I was younger, but every time Steve Jobs introduced a new gadget, it was something extraordinary. That feeling has completely vanished and is no longer there.

I agree that there was a magic that came when Apple was almost bankrupt and no one was really following it that much. The challenge now is that Apple is so big and important that millions are following it. We can no longer be surprised by “one ore thing” because the probable specs and product line up for 2027 are already being discussed. By the time an actual product hits the market, rumors have known about the product for over a year.
However, I was at the Times Square Apple Store yesterday. And people were still buying products and watching learning sessions.

 

[PlayUltimate]

Because his price gouging approach will eventually be his downfall. Then when stocks dive will you stick around and back the company then?

Please explain the price gouging as you see it. I personally find Apple prices are in line with the competition.

 

[UK-MacAddict]

Finally. This guy's lack of innovation and constant cost cutting has driven all of the creativity out of this company.

What's Tim known for? A failed AR headset and Pride-themed watchbands. Yay.

Time to step aside.

Don’t forget the price rises for no reason.

If the new iPhone goes back to aluminium we need to see a price drop of at least £500 in the UK for Pro models.

 

[Stella]

Cook looks tired.

 

[McNoise]

Maybe the Vision Pro and Apple Intelligence aren't off to the best start, but it could be a lot worse than what Tim has managed.

And with another CEO, things could go downhill all the more. Apple's image is quite big and important, so you can quickly do irrevocable damage. As long as sales are stable, there is no reason for a change at the top.