Apple CEO Tim Cook stays – and will probably move even higher

Tim Cook is repeatedly criticized for his leadership style at Apple. A lack of innovation, too much focus on efficiency, and a lack of charisma – these are just a few of the accusations that regularly arise. The introduction of Apple Intelligence, in particular, has recently generated considerable controversy. Nevertheless, one thing is clear: there are no plans to replace Cook. On the contrary, according to recent reports, he could soon even take over as CEO.

Apple has had a difficult year. The stock fell 16 percent in 2025, primarily due to political factors such as new US tariffs. At the same time, the company is under pressure due to a lack of new hardware and the launch of Apple Intelligence, which didn't go as expected. All of this has reignited discussions about Tim Cook's role. But the reality is different than many analysts would like. The board of directors is united behind the CEO. And if everything goes as it currently appears, Cook could have even more influence at Apple in the future.

Criticism of Apple Intelligence

Apple Intelligence was actually announced as a major breakthrough. But the launch was rocky. There were technical problems, unclear boundaries between existing features, and criticism of the strategic direction. This created the impression that Apple was falling behind in artificial intelligence. Some voices accused Cook of not understanding the topic or of prioritizing it incorrectly. Nevertheless, the outcry is, in reality, smaller than some media reports.

Decline in the share price – and why this does not bother the board

Although Apple's share price fell noticeably in 2025, this isn't due to internal errors. Rather, new tariffs from the US, introduced under President Donald Trump, have weighed on the valuation. Despite this decline, the share price is still around 1,500 percent higher than at the beginning of Cook's tenure. That's precisely what matters to the board. The overall financial performance under Cook is strong, and short-term fluctuations won't change that.

The role of the board – loyalty instead of changing course

Apple's board of directors is considered extremely loyal to Tim Cook. People like Arthur Levinson, Susan Wagner, and Ronald Sugar have rarely interfered in operational management in the past. They are considered close confidants of Cook. The fact that individual outside voices are calling for his dismissal doesn't impress this inner circle. Bloomberg emphasizes in a recent report that CEOs at other companies have come under pressure in similar situations – but that this is not the case at Apple.

Criticism of the lack of new hardware

Another point Cook is regularly criticized for is the lack of truly new, groundbreaking products. Some speak of a "dry spell" that has stretched over a decade. What is often overlooked is that Apple has indeed introduced new products, such as the AirTags in 2021. These small trackers quickly became a global standard. The expectation that Apple has to introduce a new cult product every year is unrealistic. Innovation cycles have become longer – and Apple is not alone in this.

Cook's possible future as CEO

The question of what will happen internally will be exciting. Tim Cook had already indicated in 2021 that he would probably leave the company within the next ten years. This gives him flexibility until around 2031. However, a resignation under pressure from the board is not on the cards. Instead, there are considerations that Cook could take on even more responsibility in the future – as chairman of Apple's board. Arthur Levinson, the current chairman, is already older than the board's recommended retirement age. The same applies to Ronald Sugar. Both could retire in the near future. James Bell and Al Gore have also already retired from the board this year due to their 75th birthdays. This creates room for new appointments – and Cook would be a logical candidate for the chairmanship.

More control – but how much really?

A move to the top of the board could theoretically give Cook more influence. However, the same report also points out that current Chairman Levinson has hardly ever interfered in operational management. So, it's questionable how much would actually change in practice. One thing is clear, though: Cook would then be both CEO and board chairman—a rare position of power, even in large US corporations.

Apple is more successful than ever – thanks to Tim Cook

Apple focuses on stability instead of change

Despite all the criticism, Tim Cook is not under discussion at Apple. The financial results are sound, the board is firmly behind him, and new political or economic challenges won't change that. Should current Chairman Levinson step down, Cook is a possible successor. This would further solidify his position at Apple. The company's future therefore remains in his hands – whether as CEO, Chairman, or both. Apple is banking on continuity – and on a man who, while not Steve Jobs, has nevertheless led the company to the top. (Image: Shutterstock / Wulandari Wulandari)