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Tim Cook to step down as Apple CEO, cites Apple Maps as biggest mistake and Apple Watch as proudest achievement

Tim Cook will step down as Apple’s chief executive on Sept. 1. Cook, who took over from Steve Jobs in 2011, led the company for about 15 years and grew Apple’s corporate value from $350 billion to about $4 trillion, while expanding beyond the iPhone into wearables, payments, streaming and augmented reality. He cited the 2012 launch of Apple Maps as his biggest mistake and named the Apple Watch as his proudest achievement.

Telecommunications & Media

Apple\'s best and worst products in 15 years under Tim Cook

Apple under CEO Tim Cook has been judged to have expanded its ecosystem through a wide range of products and services rather than a single breakthrough like the iPhone. On April 21, IT outlet NineToFiveMac grouped major launches since Cook took over into “best” and “disappointing” cases, citing AirPods, Apple Watch and the Apple Silicon transition as standout successes. It pointed to Vision Pro’s high price and the limited Apple Card as shortcomings, and said Apple Intelligence remains incomplete.

Telecommunications & Media

Tim Cook\'s 15 years at Apple: building a $4 trillion market cap company

Apple CEO Tim Cook is set to step down on Sept. 1, with hardware engineering chief John Ternus to succeed him. Under Cook, Apple’s market value rose from under $350 billion in 2011 to $4.01 trillion, while net profit for the fiscal year ended September 2025 climbed to $112 billion, eight times the level in 2010. Apple broadened its device lineup and grew services such as Apple Pay and Apple Music, but has yet to deliver a clear breakthrough in AI.