{"id":1894345,"date":"2026-04-21T13:05:24","date_gmt":"2026-04-21T10:05:24","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1894345"},"modified":"2026-04-21T13:05:24","modified_gmt":"2026-04-21T10:05:24","slug":"from-successor-to-architect-key-moments-that-defined-tim-cooks-leadership-at-apple","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1894345","title":{"rendered":"From successor to architect: Key moments that defined Tim Cook\u2019s leadership at Apple"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/73\/01\/50\/1200x675_cmsv2_c9433e41-d954-5a36-bc9e-e13a25a0f584-9730150.jpg&#8221;]<\/p>\n<article id=\"abe-2875453-pos1-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2875453\" data-cid=\"9672066\" data-part-label=\"Partner content\">\n<figure id=\"abe-2875453-label-pos1-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/67\/20\/93\/189x106_cmsv2_537353b5-816f-5014-bf47-90735ce7fad8-9672093.jpg\" loading=\"lazy\" alt=\"From raw materials to value-added exports: A structural trade transformation\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Business Line<\/p>\n<div class=\"the-media-object__title  \">\n<p>    From raw materials to value-added exports: A structural trade transformation\n  <\/p><\/div>\n<div class=\"the-media-object__quote\">In partnership with <strong>Center for the Production of Content for Mass Media under the Administration of the President of the Republic of Uzbekistan<\/strong><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2887774-pos2-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2887774\" data-cid=\"9730016\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887774-label-pos2-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/73\/00\/16\/189x106_cmsv2_57d53044-728e-5aec-a018-4e42cecdd5ea-9730016.jpg\" loading=\"lazy\" alt=\"A portrait of late Hezbollah leader placed on a destroyed building in Beirut, 20 April, 2026\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Lebanon&#8217;s PM to visit France amid shaky truce and Israel tensions\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2887804-pos3-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2887804\" data-cid=\"9729763\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887804-label-pos3-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/97\/63\/189x106_cmsv2_eec764e3-4b65-5864-95bd-36d6f8b7e5d1-9729763.jpg\" loading=\"lazy\" alt=\"File - A technican welds a streetlamp in a production hall of the Hess Lichttechnik firm in Loebau, eastern Germany, Friday,  25 May 2007.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Economy<\/p>\n<div class=\"the-media-object__title  \">\n<p>    German business expectations fall to their lowest levels since 2022\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2887881-pos4-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2887881\" data-cid=\"9730123\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887881-label-pos4-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/73\/01\/23\/189x106_cmsv2_3c94a193-eaac-53c4-aad2-9dfa5d89c597-9730123.jpg\" loading=\"lazy\" alt=\"North Korean and Russian flags are seen at the Vostochny cosmodrome outside the city of Tsiolkovsky, 13 September, 2023\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    North Korea<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Russia and North Korea connect road bridge ahead of summer opening\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2875453-pos1-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--has-video\" data-nid=\"2875453\" data-cid=\"9672066\" data-part-label=\"Partner content\">\n<figure id=\"abe-2875453-label-pos1-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/67\/20\/93\/189x106_cmsv2_537353b5-816f-5014-bf47-90735ce7fad8-9672093.jpg\" loading=\"lazy\" alt=\"From raw materials to value-added exports: A structural trade transformation\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Business Line<\/p>\n<div class=\"the-media-object__title  \">\n<p>    From raw materials to value-added exports: A structural trade transformation\n  <\/p><\/div>\n<div class=\"the-media-object__quote\">In partnership with <strong>Center for the Production of Content for Mass Media under the Administration of the President of the Republic of Uzbekistan<\/strong><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2887774-pos2-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2887774\" data-cid=\"9730016\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887774-label-pos2-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/73\/00\/16\/189x106_cmsv2_57d53044-728e-5aec-a018-4e42cecdd5ea-9730016.jpg\" loading=\"lazy\" alt=\"A portrait of late Hezbollah leader placed on a destroyed building in Beirut, 20 April, 2026\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Lebanon&#8217;s PM to visit France amid shaky truce and Israel tensions\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2887804-pos3-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2887804\" data-cid=\"9729763\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887804-label-pos3-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/97\/63\/189x106_cmsv2_eec764e3-4b65-5864-95bd-36d6f8b7e5d1-9729763.jpg\" loading=\"lazy\" alt=\"File - A technican welds a streetlamp in a production hall of the Hess Lichttechnik firm in Loebau, eastern Germany, Friday,  25 May 2007.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Economy<\/p>\n<div class=\"the-media-object__title  \">\n<p>    German business expectations fall to their lowest levels since 2022\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2887881-pos4-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2\" data-nid=\"2887881\" data-cid=\"9730123\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887881-label-pos4-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/73\/01\/23\/189x106_cmsv2_3c94a193-eaac-53c4-aad2-9dfa5d89c597-9730123.jpg\" loading=\"lazy\" alt=\"North Korean and Russian flags are seen at the Vostochny cosmodrome outside the city of Tsiolkovsky, 13 September, 2023\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    North Korea<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Russia and North Korea connect road bridge ahead of summer opening\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article class=\"helper-site-row o-article-newsy\">\n<div class=\"helper-site-container o-article-newsy__container\">\n<div class=\"o-article-newsy__main\">\n<header class=\"h-grid o-article-newsy__main__header\">\n<nav aria-label=\"Breadcrumbs\" class=\"c-article-breadcrumbs\">\n<div id=\"adb-article-breadcrumb\" class=\"c-article-breadcrumbs__list\">\n<p>                          Next<\/p>\n<p>                          Tech News<\/p><\/div>\n<\/nav>\n<h1 class=\"c-article-redesign-title\">\n                            From successor to architect: Key moments that defined Tim Cook\u2019s leadership at Apple<\/h1>\n<div class=\"c-article-image-video u-position-relative \">\n<div class=\"js-superdiv u-aspect-ratio-16x9 u-position-relative \" data-sponsored=\"Partner content\"><img fetchpriority=\"high\" decoding=\"async\" class=\"js-poster-img c-article-media__img\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/73\/01\/50\/1536x864_cmsv2_c9433e41-d954-5a36-bc9e-e13a25a0f584-9730150.jpg\" width=\"1536\" height=\"864\" loading=\"eager\" alt=\"Apple CEO Tim Cook kicks off the event for a new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in California\"><\/div>\n<div class=\"c-article-caption u-position-absolute\"><i id=\"article-caption-content\" class=\"c-article-caption__content\"><span class=\"c-article-caption__text\"><br \/>\n              Apple CEO Tim Cook kicks off the event for a new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in California<br \/>\n                    <span class=\"u-color-white\">&#8211;\u00a0<\/span><span class=\"c-article-caption__copyright\">Copyright\u00a0<\/span><span class=\"c-article-caption__credit\">AP Photo\/Marcio Jose Sanchez<\/span><\/span><\/i><\/div>\n<div class=\"c-article-image-copyright c-article-image-copyright--novideo\">\n      Copyright\u00a0AP Photo\/Marcio Jose Sanchez\n  <\/div>\n<\/div>\n<\/header>\n<div class=\"h-grid o-article-newsy__main__body u-article-content\">\n<div class=\"o-article-newsy__contributors-publication-date\">\n<div class=\"c-article-contributors\">\n  By&amp;nbspAnna Desmarais\n<\/div>\n<div class=\"c-article-publication-date\" data-timestamp=\"1776776724\">\n         Published on<br \/>\n            <time datetime=\"2026-04-21 15:05:24 +02:00\">21\/04\/2026 &#8211; 15:05 GMT+2<\/time><\/div>\n<\/div>\n<div class=\"c-article-partage-commentaire u-align-items-center u-display-flex\"><span class=\"c-article-partage-commentaire__links u-align-items-center u-display-flex u-justify-content-center js-c-article-partage-commentaire-share\"><span>Share<\/span><\/span><span>Comments<\/span><\/div>\n<div class=\"c-article-partage-commentaire-popup-overlay js-c-article-partage-commentaire-popup-overlay u-display-none\">\n<div id=\"js-c-article-partage-commentaire-popup\" class=\"c-article-partage-commentaire-popup js-c-article-partage-commentaire-popup\">\n<div class=\"c-article-partage-commentaire-popup__header u-display-flex\"><span>Share<\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/icon-close.svg\" width=\"24\" height=\"24\" alt=\"Close Button\" class=\"u-cursor-pointer js-c-article-partage-commentaire-close\" loading=\"lazy\"><\/div>\n<div class=\"c-article-partage-commentaire-popup__content u-display-flex\">\n<div id=\"partage-commentaire-popup-content-container\" class=\"c-article-partage-commentaire-popup__content__container u-display-flex\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-facebook.svg\" width=\"24\" height=\"24\" alt=\"facebook\" loading=\"lazy\"><span>Facebook<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-facebook.svg\" width=\"48\" height=\"48\" alt=\"facebook\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-twitter.svg\" width=\"24\" height=\"24\" alt=\"twitter\" loading=\"lazy\"><span>Twitter<\/span><\/span><img decoding=\"async\" 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loading=\"lazy\"><span>Bluesky<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-bluesky.svg\" width=\"48\" height=\"48\" alt=\"bluesky\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"24\" height=\"24\" alt=\"threads\" loading=\"lazy\"><span>Threads<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"48\" height=\"48\" alt=\"threads\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"24\" height=\"24\" alt=\"whatsapp\" loading=\"lazy\"><span>Whatsapp<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"48\" height=\"48\" alt=\"whatsapp\" class=\"u-show-for-desktop\" loading=\"lazy\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"c-article-summary\">\n        When Tim Cook took over from Steve Jobs, he wasn&#8217;t expected to reinvent Apple, only to keep it running. 15 years later he hands over one of the worlds most valuable companies. Here&#8217;s how he did that.<br \/>\n    <\/h2>\n<div class=\"c-article-content c-article-content--next js-article-content\">\n<p>As Apple CEO Tim Cook steps down after 15 years at one of the world\u2019s biggest companies, he leaves it in a very different place than when he found it.<\/p>\n<div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<p>Cook is turning the CEO role over to John Ternus, the company\u2019s senior vice president of Hardware Engineering, on September 1, but will remain executive chairman.<\/p>\n<p>\u201cI love Apple with all of my being, and I am so grateful to have had the opportunity to work with a team of such ingenious, innovative, creative, and deeply caring people,\u201d Cook said in a statement.<\/p>\n<p>Cook inherited the CEO position from Apple founder Steve Jobs in 2011 and oversaw the growth of Apple from a highly successful company to one of the defining tech empires of the 21st century that saw its value increase by roughly \u20ac3.3 trillion.<\/p>\n<p>\u200bWe take a closer look at the key moments that shaped Cook\u2019s time in Apple\u2019s head office.<\/p>\n<h2><strong>Taking over from Steve Jobs: Keeping Apple on course<\/strong><\/h2>\n<p>Cook stepped in for Jobs for the first time in 2009, when Jobs announced a six-month medical leave to get a liver transplant. During his first earnings call with investors he went on a lengthy monologue that some now call \u201cThe Cook Doctrine.\u201d<\/p>\n<p>\u201cWe believe that we&#8217;re on the face of the earth to make great products and that&#8217;s not changing,\u201d Cook reportedly said to investors. \u201cI think regardless of who is in what job, those values are so embedded in this company that Apple will do extremely well.\u201d<\/p>\n<p>\u200bAt the time, Cook was the company\u2019s chief operating officer (COO) and was responsible for all the company\u2019s worldwide sales and operations. In that role, he oversaw the entire Apple supply chain, sales, and support in the company\u2019s market countries.\u200b<\/p>\n<p>Cook reportedly offered a part of his liver to Jobs after finding out that he needed a transplant, because they had the same rare blood type, but Jobs refused, according to a 2015 biography about Jobs.<\/p>\n<p>When Jobs eventually resigned as CEO in 2011, he recommended Cook for the job in his letter, saying that he believed \u201cApple\u2019s brightest and most innovative days are ahead of it.\u201d Jobs stayed on as an Apple board member until his death, six weeks later.<\/p>\n<p>Cook told employees in a staff email on his first day as CEO that \u201cApple is not going to change.\u201d<\/p>\n<p>\u201cI cherish and celebrate Apple\u2019s unique principles and values,\u201d the email, reported in full by Reuters, reads. \u201cSteve [Jobs] built a company and culture that is unlike any other in the world, and we are going to stay true to that &#8211; it is in our DNA.\u201d<\/p>\n<p>But in the industry and media, many wondered whether Cook would be able to keep Apple\u2019s &#8220;innovation engine humming&#8221;.<\/p>\n<h2><strong>Learning to lead under pressure<\/strong><\/h2>\n<p>Cook\u2019s first product launch as CEO was the iPhone 4s: a model that, despite a better camera, faster processing time and the introduction of Siri, the phone\u2019s intelligent assistant, fell flat with investors and the media, who called it \u201cmore fizzle than pop.\u201d<\/p>\n<p>The iPhone 4s was also the first that integrated the iCloud, the now-well known system that lets Apple users sync photos, apps, contacts and messages with a range of Apple products.<\/p>\n<p>Cook also faced some controversy in his first year as Apple CEO, when media reports found many human rights and labour concerns at factories in China.<\/p>\n<p>In an op-ed, Cook claimed to \u201ccare about every worker in [its] worldwide supply chain\u201d and opened up its networks to an evaluation conducted by the Fair Labour Association, an American non-profit that works on labour laws.<\/p>\n<p>During his first year, Cook also took on several high-profile patent cases against Apple competitors Samsung and Google in US courts as a way to limit their growth, according to media reports at the time.<\/p>\n<p>Still, Apple passed the $600 billion (\u20ac522.4 billion) valuation mark by April 2012, making it the most valuable company in the world at that time.<\/p>\n<h2><strong>The beginnings of the Apple ecosystem<\/strong><\/h2>\n<p>The next goal for Cook at Apple was to build an ecosystem where the various new products they launched could work together.<\/p>\n<p>In 2014, Cook explained during his keynote at the Worldwide Developers Conference (WWDC) that Apple was engineering its platforms, devices and services together to create a \u201cseamless experience that is unparalleled in the industry. \u201d<\/p>\n<p>\u201cThis is something only Apple can do,\u201d he said.<\/p>\n<p>At that launch, Cook introduced several continuity features like Handoff, which let users start a task on their MacBook and finish it on their iPhone or iPad. It was also the first introduction of AirDrop: the ability to find Apple devices nearby and send them files directly.<\/p>\n<p>The mid-2010s also saw Apple under Cook launch even more software features, such as Apple Pay, that embedded the iPhone into everyday transactions.<\/p>\n<p>Other product launches from this era, including the Apple Watch, supported the idea that Apple was building a system under Cook where all devices would work together.<\/p>\n<p>The first Apple Watch introduced features like \u201csmart replies,\u201d where users could start writing a message from the watch and finish it on the iPhone, use Apple Pay for transactions or even control an Apple TV.<\/p>\n<p>Cook said in an interview at the time that the Apple Watch required an iPhone \u201cbecause they\u2019ve been designed to work together,\u201d by using cellular data to pull down a user\u2019s messages so they can reply to them.<\/p>\n<p>Apple then expanded in the 2010s to more ecosystem products than they had before: the Apple Music streaming app and AirPod headphones.<\/p>\n<p>Media reports at the time described that Apple was heading towards an \u201cambient paradigm,\u201d where multiple devices become extensions of one another instead of separate computing platforms.<\/p>\n<h2>The world\u2019s first trillion-dollar company<\/h2>\n<p>Cook was also at the helm for three major milestones in Apple\u2019s history: the trillion-dollar valuation and the start of the artificial intelligence (AI) era.<\/p>\n<p>Apple reached the one-trillion dollar mark in August 2018 after racking up profits of $11.5 billion (\u20ac10 billion) in three months, which pushed up the company\u2019s share price to 207 per unit. The company\u2019s shares exploded after 2007 with the first launch of the iPhone, analysts told Euronews at the time.<\/p>\n<p>Cook called the valuation a \u201csignificant milestone\u201d in a memo to Apple employees, but at the time insisted that the company stay focused on delivering good products.<\/p>\n<p>\u201cFinancial returns are simply the result of Apple\u2019s innovation, putting our products and customers first, and always staying true to our values,\u201d Cook wrote in the memo.<\/p>\n<p>The company continued to break profit records throughout the late 2010s and early 2020s and is worth approximately $4.01 trillion (\u20ac3.48 trillion), according to market data from April 21. It was the third company to reach the 4-trillion mark in October 2025, after chipmaker Nvidia and Microsoft.<\/p>\n<p>Cook also led Apple into the artificial intelligence (AI) era with the launch of Apple Intelligence in 2024, which integrated OpenAI\u2019s ChatGPT right into the operating system across devices.<\/p>\n<p>The company was criticised for taking longer than rivals Samsung and Google to rush out the technology, but analysts told Euronews Next that Apple is now in a position to take a \u201cwait-and-see\u201d approach with new AI technologies to offer customers a better experience than its rivals.<\/p>\n<p>Before stepping down, Cook had to master political diplomacy with President Donald Trump, who started trade wars with China during both his terms in the White House.<\/p>\n<p>Cook was able to persuade Trump from exempting the iPhone and other Apple products from Trump\u2019s first-term tariffs; he was only able to minimise fees by relocating the company\u2019s manufacturing efforts to India. <\/p>\n<p>He also promised that Apple would invest $600 billion (\u20ac522.4 billion) in the US during Trump\u2019s second administration.<\/p>\n<\/div>\n<p>                                  Go to accessibility shortcuts<\/p>\n<div class=\"c-article-partage-commentaire u-align-items-center u-display-flex\"><span class=\"c-article-partage-commentaire__links u-align-items-center u-display-flex u-justify-content-center js-c-article-partage-commentaire-share\"><span>Share<\/span><\/span><span>Comments<\/span><\/div>\n<div id=\"adb-article-you-might-also-like\" class=\"perf-cv-auto c-article-you-might-also-like\">\n<h2 class=\"c-article-you-might-also-like__title\">\n        Read more<br \/>\n      <\/h2>\n<div class=\"c-article-you-might-also-like__container\">\n<article id=\"abe-2887827-pos0-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2887827\" data-cid=\"9729862\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887827-label-pos0-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/98\/62\/480x270_cmsv2_fc70cc6e-4270-532f-b5ce-05452ed9de50-9729862.jpg\" loading=\"lazy\" alt=\"astronaut Robert L. Curbeam Jr., left, and European Space Agency astronaut Christer Fuglesang, participate in a spacewalk, on Dec. 12, 2006.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Space<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Astronauts study reveals brain struggles to unlearn gravity in space<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887618-pos1-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2887618\" data-cid=\"9728696\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887618-label-pos1-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/86\/96\/480x270_cmsv2_6fbe417d-2787-55e5-b198-78fd2a4cdebc-9728696.jpg\" loading=\"lazy\" alt=\"Terms and conditions are getting longer, more complex and sometimes waive a user's right to bring legal cases to court. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Tech News<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Social media fine print may limit users\u2019 right to su\u200be<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887621-pos2-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2887621\" data-cid=\"9728700\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887621-label-pos2-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/87\/00\/480x270_cmsv2_950533a6-a023-5451-ac30-9b159568b1be-9728700.jpg\" loading=\"lazy\" alt=\"Would you trust an AI shaman to predict your future?\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Tech News<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Can an AI shaman predict your future? Seoul shop puts it to the test<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<div class=\"perf-cv-auto\">\n<ul id=\"adb-article-tags\" class=\"c-tags-list\">\n<li class=\"c-tags-list__item\">\n<p>    AI<\/p>\n<\/li>\n<li class=\"c-tags-list__item\">\n<p>    Artificial intelligence<\/p>\n<\/li>\n<li class=\"c-tags-list__item\">\n<p>    Apple<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<aside class=\"o-article-newsy__aside\">\n<div class=\"c-ad-wrapper o-article-newsy__aside__content-1\" data-ad-name=\"adzone-halfpage\">\n<div class=\"c-ad c-ad-halfpage u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<div id=\"adb-article-top-stories\" class=\"perf-cv-auto c-top-stories\">\n<h2 class=\"c-top-stories__title\">Top stories<\/h2>\n<div class=\"c-top-stories__item\">\n<article id=\"abe-2887827-pos2-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--has-video the-media-object--no-label\" data-nid=\"2887827\" data-cid=\"9729862\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887827-label-pos2-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/98\/62\/320x180_cmsv2_fc70cc6e-4270-532f-b5ce-05452ed9de50-9729862.jpg\" loading=\"lazy\" alt=\"astronaut Robert L. Curbeam Jr., left, and European Space Agency astronaut Christer Fuglesang, participate in a spacewalk, on Dec. 12, 2006.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Astronauts study reveals brain struggles to unlearn gravity in space<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<div class=\"c-top-stories__item\">\n<article id=\"abe-2887618-pos3-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2887618\" data-cid=\"9728696\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887618-label-pos3-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/86\/96\/320x180_cmsv2_6fbe417d-2787-55e5-b198-78fd2a4cdebc-9728696.jpg\" loading=\"lazy\" alt=\"Terms and conditions are getting longer, more complex and sometimes 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on Sunday. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    This Chinese robot just beat the human half-marathon world record<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<div class=\"c-top-stories__item\">\n<article id=\"abe-2887016-pos5-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2887016\" data-cid=\"9726072\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887016-label-pos5-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/60\/72\/320x180_cmsv2_7ef31c4b-aa5e-5147-bdbf-43a3b48d9107-9726072.jpg\" loading=\"lazy\" alt=\"As politicians rush to impose blanket social media bans on minors, recent Council of Europe recommendations urge a smarter approach.\" height=\"9\" width=\"16\"><\/figure>\n<div 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alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"perf-cv-auto c-most-viewed\">\n<h2 class=\"c-most-viewed__title qa-section-title\">Most read<\/h2>\n<div class=\"c-most-viewed__list\">\n<div class=\"c-most-viewed__item\"><span class=\"c-most-viewed__item__number\">1<\/span><\/p>\n<article id=\"abe-2877123-pos1-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-video the-media-object--has-related the-media-object--no-label\" data-nid=\"2877123\" data-cid=\"9679584\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Space systems: Prepared or at risk? |Euronews Tech Talks Podcast<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<div class=\"c-most-viewed__item\"><span class=\"c-most-viewed__item__number\">2<\/span><\/p>\n<article id=\"abe-2887618-pos2-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 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Curbeam Jr., left, and European Space Agency astronaut Christer Fuglesang, participate in a spacewalk, on Dec. 12, 2006.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Space<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Astronauts study reveals brain struggles to unlearn gravity in space<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887618-pos1-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1\" data-nid=\"2887618\" data-cid=\"9728696\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887618-label-pos1-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/86\/96\/480x270_cmsv2_6fbe417d-2787-55e5-b198-78fd2a4cdebc-9728696.jpg\" loading=\"lazy\" alt=\"Terms and conditions are getting longer, more complex and sometimes waive a user's right to bring legal cases to court. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Tech News<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Social media fine print may limit users\u2019 right to su\u200be<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887621-pos2-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1 m-modeXL-1 the-media-object--has-video\" data-nid=\"2887621\" data-cid=\"9728700\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887621-label-pos2-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/87\/00\/480x270_cmsv2_950533a6-a023-5451-ac30-9b159568b1be-9728700.jpg\" loading=\"lazy\" alt=\"Would you trust an AI shaman to predict your future?\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Tech News<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Can an AI shaman predict your future? Seoul shop puts it to the test<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887827-pos2-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--has-video the-media-object--no-label\" data-nid=\"2887827\" data-cid=\"9729862\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887827-label-pos2-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/98\/62\/320x180_cmsv2_fc70cc6e-4270-532f-b5ce-05452ed9de50-9729862.jpg\" loading=\"lazy\" alt=\"astronaut Robert L. Curbeam Jr., left, and European Space Agency astronaut Christer Fuglesang, participate in a spacewalk, on Dec. 12, 2006.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Astronauts study reveals brain struggles to unlearn gravity in space<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887618-pos3-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2887618\" data-cid=\"9728696\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887618-label-pos3-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/86\/96\/320x180_cmsv2_6fbe417d-2787-55e5-b198-78fd2a4cdebc-9728696.jpg\" loading=\"lazy\" alt=\"Terms and conditions are getting longer, more complex and sometimes waive a user's right to bring legal cases to court. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Social media fine print may limit users\u2019 right to su\u200be<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887511-pos4-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--has-video the-media-object--no-label\" data-nid=\"2887511\" data-cid=\"9728177\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887511-label-pos4-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/81\/77\/320x180_cmsv2_bae63b00-7126-5d81-aa64-149730ceef50-9728177.jpg\" loading=\"lazy\" alt=\"A robot starts off for the Beijing E-Town Half Marathon and Humanoid Half Marathon on the outskirts of Beijing on Sunday. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    This Chinese robot just beat the human half-marathon world record<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887016-pos5-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2887016\" data-cid=\"9726072\" data-part-label=\"Partner content\">\n<figure id=\"abe-2887016-label-pos5-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/60\/72\/320x180_cmsv2_7ef31c4b-aa5e-5147-bdbf-43a3b48d9107-9726072.jpg\" loading=\"lazy\" alt=\"As politicians rush to impose blanket social media bans on minors, recent Council of Europe recommendations urge a smarter approach.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Empowering children online: CoE sceptical of blanket social media ban<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2886757-pos6-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 m-modeXL-2 the-media-object--no-label\" data-nid=\"2886757\" data-cid=\"9724644\" data-part-label=\"Partner content\">\n<figure id=\"abe-2886757-label-pos6-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/72\/46\/44\/320x180_cmsv2_26036b6e-20aa-57bb-98e6-ecaac96e8aca-9724644.jpg\" loading=\"lazy\" alt=\"France's President Emmanuel Macron delivers a speech during his visit to the International City of French Language, in the castle of Villers-Cotterets, France, Thursday April \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Macron urges students to go offline one day a month and read instead<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2877123-pos1-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-video the-media-object--has-related the-media-object--no-label\" data-nid=\"2877123\" data-cid=\"9679584\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Space systems: Prepared or at risk? |Euronews Tech Talks Podcast<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887618-pos2-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2887618\" data-cid=\"9728696\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Social media fine print may limit users\u2019 right to su\u200be<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887511-pos3-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-video the-media-object--no-label\" data-nid=\"2887511\" data-cid=\"9728177\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    This Chinese robot just beat the human half-marathon world record<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2887621-pos4-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-video the-media-object--no-label\" data-nid=\"2887621\" data-cid=\"9728700\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Can an AI shaman predict your future? Seoul shop puts it to the test<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2886779-pos5-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 m-modeXL-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2886779\" data-cid=\"9724773\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Siemens tests Nvidia AI-powered humanoid robot in German factory<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<div class=\"articleBody\" data-key=\"articleBody\">As Apple CEO Tim Cook steps down after 15 years at one of the world\u2019s biggest companies, he leaves it in a very different place than when he found it.Cook is turning the CEO role over to John Ternus, the company\u2019s senior vice president of Hardware Engineering, on September 1, but will remain executive chairman.\u201cI love Apple with all of my being, and I am so grateful to have had the opportunity to work with a team of such ingenious, innovative, creative, and deeply caring people,\u201d Cook said in a statement.Cook inherited the CEO position from Apple founder Steve Jobs in 2011 and oversaw the growth of Apple from a highly successful company to one of the defining tech empires of the 21st century that saw its value increase by roughly \u20ac3.3 trillion.We take a closer look at the key moments that shaped Cook\u2019s time in Apple\u2019s head office.Taking over from Steve Jobs: Keeping Apple on courseCook stepped in for Jobs for the first time in 2009, when Jobs announced a six-month medical leave to get a liver transplant. During his first earnings call with investors he went on a lengthy monologue that some now call \u201cThe Cook Doctrine.\u201d\u201cWe believe that we&#8217;re on the face of the earth to make great products and that&#8217;s not changing,\u201d Cook reportedly said to investors. \u201cI think regardless of who is in what job, those values are so embedded in this company that Apple will do extremely well.\u201dAt the time, Cook was the company\u2019s chief operating officer (COO) and was responsible for all the company\u2019s worldwide sales and operations. In that role, he oversaw the entire Apple supply chain, sales, and support in the company\u2019s market countries.Cook reportedly offered a part of his liver to Jobs after finding out that he needed a transplant, because they had the same rare blood type, but Jobs refused, according to a 2015 biography about Jobs.When Jobs eventually resigned as CEO in 2011, he recommended Cook for the job in his letter, saying that he believed \u201cApple\u2019s brightest and most innovative days are ahead of it.\u201d Jobs stayed on as an Apple board member until his death, six weeks later.Cook told employees in a staff email on his first day as CEO that \u201cApple is not going to change.\u201d\u201cI cherish and celebrate Apple\u2019s unique principles and values,\u201d the email, reported in full by Reuters, reads. \u201cSteve [Jobs] built a company and culture that is unlike any other in the world, and we are going to stay true to that &#8211; it is in our DNA.\u201dBut in the industry and media, many wondered whether Cook would be able to keep Apple\u2019s &#8220;innovation engine humming&#8221;.Learning to lead under pressureCook\u2019s first product launch as CEO was the iPhone 4s: a model that, despite a better camera, faster processing time and the introduction of Siri, the phone\u2019s intelligent assistant, fell flat with investors and the media, who called it \u201cmore fizzle than pop.\u201dThe iPhone 4s was also the first that integrated the iCloud, the now-well known system that lets Apple users sync photos, apps, contacts and messages with a range of Apple products.Cook also faced some controversy in his first year as Apple CEO, when media reports found many human rights and labour concerns at factories in China.In an op-ed, Cook claimed to \u201ccare about every worker in [its] worldwide supply chain\u201d and opened up its networks to an evaluation conducted by the Fair Labour Association, an American non-profit that works on labour laws.During his first year, Cook also took on several high-profile patent cases against Apple competitors Samsung and Google in US courts as a way to limit their growth, according to media reports at the time.Still, Apple passed the $600 billion (\u20ac522.4 billion) valuation mark by April 2012, making it the most valuable company in the world at that time.The beginnings of the Apple ecosystemThe next goal for Cook at Apple was to build an ecosystem where the various new products they launched could work together.In 2014, Cook explained during his keynote at the Worldwide Developers Conference (WWDC) that Apple was engineering its platforms, devices and services together to create a \u201cseamless experience that is unparalleled in the industry. \u201d\u201cThis is something only Apple can do,\u201d he said.At that launch, Cook introduced several continuity features like Handoff, which let users start a task on their MacBook and finish it on their iPhone or iPad. It was also the first introduction of AirDrop: the ability to find Apple devices nearby and send them files directly.The mid-2010s also saw Apple under Cook launch even more software features, such as Apple Pay, that embedded the iPhone into everyday transactions.Other product launches from this era, including the Apple Watch, supported the idea that Apple was building a system under Cook where all devices would work together.The first Apple Watch introduced features like \u201csmart replies,\u201d where users could start writing a message from the watch and finish it on the iPhone, use Apple Pay for transactions or even control an Apple TV.Cook said in an interview at the time that the Apple Watch required an iPhone \u201cbecause they\u2019ve been designed to work together,\u201d by using cellular data to pull down a user\u2019s messages so they can reply to them.Apple then expanded in the 2010s to more ecosystem products than they had before: the Apple Music streaming app and AirPod headphones.Media reports at the time described that Apple was heading towards an \u201cambient paradigm,\u201d where multiple devices become extensions of one another instead of separate computing platforms.The world\u2019s first trillion-dollar companyCook was also at the helm for three major milestones in Apple\u2019s history: the trillion-dollar valuation and the start of the artificial intelligence (AI) era.Apple reached the one-trillion dollar mark in August 2018 after racking up profits of $11.5 billion (\u20ac10 billion) in three months, which pushed up the company\u2019s share price to 207 per unit. The company\u2019s shares exploded after 2007 with the first launch of the iPhone, analysts told Euronews at the time.Cook called the valuation a \u201csignificant milestone\u201d in a memo to Apple employees, but at the time insisted that the company stay focused on delivering good products.\u201cFinancial returns are simply the result of Apple\u2019s innovation, putting our products and customers first, and always staying true to our values,\u201d Cook wrote in the memo.The company continued to break profit records throughout the late 2010s and early 2020s and is worth approximately $4.01 trillion (\u20ac3.48 trillion), according to market data from April 21. It was the third company to reach the 4-trillion mark in October 2025, after chipmaker Nvidia and Microsoft.Cook also led Apple into the artificial intelligence (AI) era with the launch of Apple Intelligence in 2024, which integrated OpenAI\u2019s ChatGPT right into the operating system across devices.The company was criticised for taking longer than rivals Samsung and Google to rush out the technology, but analysts told Euronews Next that Apple is now in a position to take a \u201cwait-and-see\u201d approach with new AI technologies to offer customers a better experience than its rivals.Before stepping down, Cook had to master political diplomacy with President Donald Trump, who started trade wars with China during both his terms in the White House.Cook was able to persuade Trump from exempting the iPhone and other Apple products from Trump\u2019s first-term tariffs; he was only able to minimise fees by relocating the company\u2019s manufacturing efforts to India.\u00a0He also promised that Apple would invest $600 billion (\u20ac522.4 billion) in the US during Trump\u2019s second administration.<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.euronews.com\/next\/2026\/04\/21\/key-moments-tim-cook-apple&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/73\/01\/50\/1200x675_cmsv2_c9433e41-d954-5a36-bc9e-e13a25a0f584-9730150.jpg&#8221;] Business Line From raw materials to value-added exports: A structural trade transformation In partnership with Center for the Production of Content for Mass Media under the Administration of the President of the Republic of Uzbekistan Europe News Lebanon&#8217;s PM to visit France amid shaky truce and Israel tensions Economy German business expectations [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[90],"tags":[226,36],"class_list":["post-1894345","post","type-post","status-publish","format-standard","hentry","category-international","tag-crawlmanager","tag-euronews-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1894345","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1894345"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1894345\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1894345"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1894345"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1894345"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}