Tim Cook’s biggest achievements since becoming Apple’s CEO

Tim Cook took over as CEO of Apple on August 24, 2011, stepping into the shoes of Steve Jobs, a visionary who had revolutionised the way we interact with technology.

More than a decade later, Cook has not only kept Apple at the forefront of innovation but has transformed it into the most valuable company in the world.

Here are six of Cook’s most remarkable achievements since taking the helm.

Expanding the Apple ecosystem beyond hardware

While Jobs was celebrated for groundbreaking devices like the iPhone and iPad, Cook’s legacy may be defined by expanding Apple into a service-driven powerhouse.

He introduced and grew services such as Apple Music, Apple TV+, Apple Arcade, iCloud+, and Apple Pay, turning them into major revenue streams.

This diversification helped Apple reduce reliance on iPhone sales and establish itself as a multifaceted tech giant spanning entertainment, finance, and cloud computing.

Launching successful new products

Under Cook’s leadership, Apple has released two of its most commercially successful new products: the Apple Watch (2015) and AirPods (2016).

Both have become category leaders, with Apple Watch dominating the smartwatch market and AirPods redefining wireless audio.

Strengthening Apple’s commitment to social responsibility

Cook made several notable shifts in Apple’s corporate culture. One of his first actions as CEO was launching a charitable donation matching programme for employees, something never done under Jobs.

He also took proactive steps to address criticism over working conditions in Apple’s supply chain, particularly at Foxconn, pushing for improved labor standards and greater transparency.

Turning Apple into an environmental leader

Cook has made sustainability a central part of Apple’s mission. The company now runs all of its operations on 100% renewable energy and has committed to becoming carbon neutral across its entire supply chain by 2030.

While Apple still relies on rare earth metals for its devices, Cook has invested heavily in recycling programs and greener manufacturing processes.

Managing major product transitions and risks

Cook’s tenure has been marked by smooth but bold transitions, from introducing larger-screen iPhones and the iPad Mini to moving Apple’s Mac lineup to its own Apple Silicon chips in 2020, a move that dramatically improved performance and efficiency.

Transforming Apple into cultural and entertainment powerhouse

Under Cook, Apple has evolved from a device-maker into a content creator and cultural influencer.

The launch of Apple TV+ in 2019 placed Apple in direct competition with Netflix and Disney+, and by 2022, the company became the first streaming service to win the Best Picture Oscar for CODA.