When Tim Cook took over as Apple’s CEO in 2011, many questioned if he could follow Steve Jobs’ bold path. Over a decade later, Cook has led the company to even greater heights. He didn’t copy Jobs—he forged a different, yet successful, path.
New Revenue Streams and Broader Markets
Unlike Jobs, Cook focused more on operations and long-term growth. He believed services would become central to Apple’s success. Under his leadership, Apple entered new markets like streaming, fitness, and finance. Services like Apple TV+, iCloud, and Apple Fitness+ now bring in billions.
These expansions helped Apple reach new customers and build recurring revenue. The company now thrives across both hardware and software.
Financial Milestones and Smart Timing
Cook guided Apple to record-breaking milestones. It became the first U.S. company to reach a $1 trillion valuation—and later $3 trillion.
While some doubted the Apple Watch or AirPods at first, Cook waited until Apple could release polished, reliable products. That patience paid off. Today, both products dominate their categories.
Honoring Jobs, Leading Differently
Some critics still compare Cook to Jobs. But Jobs chose Cook for a reason—and told the team never to ask, “What would Steve do?”
Cook honors Jobs with public tributes and initiatives like the Steve Jobs Archive. Yet, he leads with his own voice, values, and approach.
Tim Cook may not be a showman like Jobs. But he has proven to be a steady and strategic leader. He brought Apple to new markets, made it more profitable than ever, and built on Jobs’ legacy without trying to imitate it.
