Leading Apple into the Future: A Look at Tim Cook’s Legacy
Since Steve Jobs passed away in 2011, Apple has been under Tim Cook’s leadership. Cook has distinctly guided the technology giant to success and his pioneering tactics have taken Apple’s yearly revenue over $200 billion. With Cook’s tenure as CEO coming to an end, it’s no surprise that Apple’s current situation has never been better. As Cook takes his leave, let’s take a look at his legacy and how it has impacted the tech industry.
Tim Cook’s Apple Legacy
Tim Cook joined Apple in 1998 and has been instrumental in the company’s continued success over the years. Throughout his tenure as CEO, he’s made several key decisions that have shaped Apple’s path and propelled the company forward.
Cook Chose to Prioritize Customer Service
In a world where customer service is often neglected, Cook chose to revolve his leadership around customer service. Just one year after Jobs’ passing, Cook debuted Apple’s retail stores which revolutionized customer service in the tech industry. As of 2020 there are 503 retail stores worldwide, while its customer service centers cater to 21 countries in Europe, Asia, and the Americas.
Cook Led Apple to Its Highest Revenue
Under his leadership, Apple reached its highest revenue in history, nearing $240 billion in 2019. This is double the revenue Apple had made in 2011 when Jobs was still at the helm. On top of this, Apple’s stock prices rose to $1000 per share since Cook’s arrival.
Cook’s Innovations
Innovation has been at the core of Cook’s leadership style over the years. He successfully launched the iPad, iPhone SE, and Apple Watch, all keystones of the Apple lineup. Several other major projects developed since 2011, such as Apple’s HealthKit, HomeKit, and CarPlay initiatives, were led by Cook.
Cook’s Environmental Activism
Under Cook’s stewardship, Apple has been at the forefront of environmental activism in the tech industry. In 2015, Apple made the bold decision to stop using coal-fired power plants and began to supplement its energy sources with solar and wind. By 2018, this strategy saw Apple reach an unprecedented goal of using 100% renewable energy.
Cook’s Focused on Privacy and Security
Compared to many of its contemporaries, Apple is renowned for its data security measures. Cook implemented several tools and protocols to ensure customer privacy, pushed for consumer rights with Apple Pay, and heavily opposed government requests to access customer data.
Cook on Diversity
Cook has been a vocal ally and advocate of those in minority groups. He has implemented several initiatives, surrounded himself with a diverse team, and donated upwards of $88 million towards causes relating to diversity, equity, and inclusion.
Cook’s Legacy: A Look Toward the Future
Cook’s successor Pete Schiller has big shoes to fill. To build on the success of Apple during Cook’s era, Schiller will have to develop strategies to evolve the company’s product portfolio, increase its penetration in China, and strengthen investor confidence.
Apple’s China Setup
Since 2011, Apple has expanded steadily in China. This growth included developments in both offline and online stores. After the Chinese government began to regulate techs giants more strictly, Apple had to adjust their approach and set up Chinese-based data centers. Apple also had to ensure that their App Store included more content catering to Chinese tastes.
The App Store’s Evolving Portfolio
The App Store started as a platform for apps, but has since grown more versatile. Since 2012, it’s risen to become a destination for a variety of experiences, from gaming to music streaming. In 2016, Apple launched the App Store for iMessage, allowing extensions and other experiences to be sent from within iMessages. As of 2020, most iPhones come with the App Store pre-installed.
Growing Investor Confidence
Since Tim Cook took the helm at Apple, investors have had renewed confidence with the company. The stock is worth around $500 a share, double what it was in 2011. Apple has also consistently been ranked among the most valuable companies in the world. These developments have led to increased investor interest, and have strengthened Apple’s position in the market
Tim Cook’s leadership has been one of the most successful eras of Apple’s to date. With investments in customer service, privacy, and a focus on innovation and sustainability, Apple has seen unprecedented success in the past few years. While Tim Cook bets his leave in 2021, his successor Pete Schiller will be hard-pressed to continue his reign of success.
