Tim Cook’s Apple is ten years old

In 2011, the company’s founder, Steve Jobs, resigned from his executive position and transferred his job to Tim Cook, who has worked there since 1998. Let’s see what changes it has brought.

Despite his controversial methods and leadership style that many consider too harsh, Steve Jobs was one of the most influential technology professionals of all time, doing a lot to spread personal computers in the ’70s,’ 80s, and then in the late ’90s. he steered Apple back from the brink of bankruptcy and shaped the market with revolutionary products and services like the iPod, App Store, iPhone or iPad.

There was a heavy burden around Tim Cook’s neck in 2011 when he got the position of executive director six weeks before Jobs died. We were curious to see if he also had the visionary skills that made Jobs great, whether Apple would remain the same company that produced high-quality products with revolutionary ideas as we came to know them. Now, ten years later, we have the answers.

Jobs’ right hand

Cook was chosen for a reason: he began his career at IBM, then worked for Compaq, and finally joined Apple in 1998 as senior vice president of global operations. He was promoted to Chief Operating Officer in 2007 and served as CEO for a time in 2009 while Jobs went on leave for medical reasons.

Over the years, he has proven that he has an excellent understanding of his profession and numbers, and the management could not have chosen better than him.

Initially, it reshaped the previously CEO-centric company, changed the structure to get as much attention as possible for each product, hardware and software on its own, and got rid of employees who, while doing a lot for innovation, have eroded morale. For a long time, it seemed as a result of Apple becoming a completely different company, a prominent, constantly innovating player in the IT sector to be followed by others lost what was so valuable, the overwhelming innovations were left behind, and Jobs’s principles were fired.

One sure sign of this was that the 2012 iPhone 5 came with a bigger 4-inch display that was bigger than it was before, but which it wouldn’t have allowed Jobs to think, since he thought no one would buy a device. , which cannot be accessed with a thumb across the entire screen. Now, in 2021, the smallest model, the iPhone 13 mini is 5.4 inches, and the public already likes it less than the 6-inch iPhone 13.

Then, over time, it turned out that Apple was still going to innovate.

Apple Watch was released in 2015, making the company the market leader in watches (shipped three times as many as its rival Huawei rivals in 2020), and in 2016 AirPods spun off the truly wireless earphones ( TWS) market. Meanwhile, the iPhone has evolved nicely, even if Apple has not dictated the trends (although they were the first to leave the jack and the charger). At the time of Jobs, there might not have been a ballast like the broken butterfly keyboards in the MacBooks, but one (after all affected machines were called back for warranty repair).

The company that has never understood so much

The fact that Tim Cook’s appointment actually did Apple is, of course, best reflected in the numbers: the company had revenue of $ 28.57 billion in the third quarter of 2011, up from $ 81.4 billion in the same period in 2020. While revenue from “peripherals and other hardware” was $ 2.3 billion in 2011, the category renamed “Wearable and Home Appliances” in 2020 alone brought in $ 30.6 billion. Much of the money comes from services, subscriptions, and the fact that Google pays for the primary search engine to stay on iPhone in return. The company was the most valuable in the world for years, crashing into Microsoft in late October, but Cook and its shareholders didn’t crash.

It did not require revolutionary innovations, users were satisfied with stable, continuous development.

Now, with the advent of the M1 chips, not only the demands of the average user, but also the pros have been heard: the machines with the all-new M1 Pro and M1 Max SoCs are buffalo-powered and capable of amazing things.

There are still areas that, however, have failed to conquer – the HomePod, for example, has failed, perhaps the HomePod mini could be what makes an Apple home complete. Currently, the services seem to be getting more attention, but the M1, the iPad product line update, the redesigned iMacs, and the professional MacBooks show the company doesn’t want to lag behind in terms of hardware either.

Overall, Cook’s appointment has been a huge, unprecedented success, and it’s not a negligible fact that he’s a committed believer in the fight against climate change, as well as the importance of data security, which has caused trouble even with the FBI.

There is still room for improvement in these two areas (such as better repairable devices), but under Cook, Apple could grow even bigger in the coming years.

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Source: PC World Online Hírek by pcworld.hu.

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