Apple is more successful than ever – thanks to Tim Cook Apfelpatient

For years, there have been voices claiming that Tim Cook is hurting Apple – and that Steve Jobs would turn in his grave if he saw what the company has become. But these claims ignore almost everything that has happened at Apple in the last ten years. Apple is not only the most valuable company in the world today, but also more broadly positioned, more technologically innovative, and more financially stable than ever before. This is primarily due to Tim Cook.

Criticism of Cook is nothing new. Even in 2011, when he took over from Steve Jobs as CEO on a permanent basis, there were doubts. Not about his abilities, but about the fact that he simply wasn't Jobs. And that's precisely where the error lies. Cook wasn't brought in as a Jobs replacement, but rather as someone who would lead Apple in a new phase—with a different style, but with a clear direction. The fact that he was repeatedly attacked for this has more to do with nostalgia than with facts.

Cook was criticized from the beginning

The criticism of Tim Cook has never stopped. In 2011, people said he was just an administrator. In 2018, he was criticized for the weak sales of the HomePod. The Apple Watch was initially dismissed as a pointless gadget. And currently, Apple Intelligence is under fire for its rocky launch. But none of these issues have harmed Apple in the long term. The Watch is now the best-selling smartwatch worldwide. AirPods have redefined wireless earbuds. And the problems at Apple Intelligence are strongly reminiscent of previous blunders under Jobs—such as MobileMe or Antennagate.

Products that have shaped Apple

Since Cook became CEO, a whole host of new products have been released: the Apple Watch, AirPods, AirTags, the iPad Pro, and most recently, the Apple Vision Pro. Some of these have shaped or dramatically changed their own product categories. Even products considered flops, like the HomePod or Apple Pencil, are selling in the numbers many companies dream of.

What's often overlooked: Cook was the one who pushed through the strategic shift from Intel processors to Apple Silicon. A move that not only made Apple more technologically independent, but also developed the Mac into a significantly better platform.

The importance of financial strength

Under Tim Cook, Apple rose to a valuation of first $1 trillion and later $3 trillion – both the first companies in the world to do so. A $1,000 investment in Apple stock when he took office in 2011 would be worth around $18,500 today, not including dividends. This success gives Apple the freedom to think long-term and even pursue risky projects like the Apple Car – and then abandon them when it makes more sense to apply the findings to other areas. Apple can afford to make mistakes and learn from them without getting into trouble. The company owes this position primarily to the stable and efficient management under Cook.

Apple was never just perfect – not even under Jobs

Steve Jobs also had his missteps. The Lisa computer was a failure. Antennagate with the iPhone 4 was a PR disaster. MobileMe didn't work well. And yet, in retrospect, Jobs is often idealized, while Cook is judged by every failure.

What many forget: Jobs didn't consider Tim Cook a "product person"—and Cook never contradicted that. But he restructured Apple and focused on areas that played little role under Jobs, such as services like Apple Music, TV+, Arcade, and iCloud+. Today, these services ensure recurring revenue and deeper customer loyalty.

Cook works in a new world

Unlike Jobs, Cook has to deal more intensively with politics, lobbying, and global trade relations. He has come to terms with Trump, engaged with regulators, and given interviews in which he counters every criticism objectively and diplomatically. His famous line, "The way I see it..." is not a trick, but rather an expression of a style that guides Apple through complex times. Cook is also known to make clear decisions behind the scenes. One example: In 2012, he fired Scott Forstall—a close confidant of Jobs. This shows that he doesn't hesitate when it comes to the company's direction.

The Steve Jobs card no longer works

It's often said, "Steve Jobs would never have done that." But no one knows what Jobs would be doing today. Since his death, the world has changed, Apple has changed—and it makes no sense to draw hypothetical comparisons. Even Al Gore, then an Apple board member, said that Jobs made it clear internally that no one at Apple should ask:

What would Steve have done?

And what is often overlooked: Jobs personally selected Cook. Not as a placeholder, but as a permanent successor.

Tim Cook's big vision: What's behind the Vision Pro

Looking back with respect, but without standing still

Tim Cook regularly remembers Steve Jobs – on the anniversary of his death, on his birthday, and through initiatives like the Steve Jobs Archive. But he defines Apple not by its past, but by its potential. This is evident in projects like Vision Pro, spatial computing, and the switch to proprietary chips. It's also evident in new product categories being planned – according to current information, up to seven simultaneously. Apple is looking ahead. And rightly so.

Apple is strong – because Tim Cook made it strong

Apple is more successful, global, and diverse today than ever before. It's not a company that rests on a product like the iPhone—even though it's still the world's best-selling product. Apple continues to evolve, sometimes slowly, but almost always effectively. Tim Cook won't step down because a few commentators don't like his decisions. He will decide for himself when it's time to call it quits. And he's earned it—through demonstrable results, commercial excellence, and strategic clarity that guides Apple safely through all challenges. Steve Jobs wouldn't turn in his grave. He would see that his company is in good hands. The best products for you: Our Amazon Storefront offers a wide selection of accessories, including for HomeKit. (Image: Shutterstock / Ringo Chiu)