The Verge · Technology · 2026-09-01
Tim Cook’s Apple: his 10 biggest wins and misses
Expectations for Tim Cook were almost impossibly high when he stepped in to replace Apple's visionary co-founder in 2011. He inherited a company on a blockbuster run, after Steve Jobs returned and revitalized the Mac, launched the iPod, and oversaw the launch of the iPhone. Tim Cook is officially out as CEO at Apple after a 15-year tenure that came with plenty of wins and misses. Tim Cook’s Apple: his 10 biggest wins and misses.
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