Apple’s Hits and Misses: A Closer Look at Tim Cook’s Product Lineup

People love to compare Tim Cook’s tenure to that of Steve Jobs’. They say that Apple hasn’t been able to innovate under Tim Cook and that he never had his iPhone-level moment. In Cook’s defense, no other company or CEO has had an iPhone-level moment since that 2007 announcement. But just because he never had his iPhone moment doesn’t mean nothing happened. Under Tim Cook, Apple didn’t just coast. It built on what Steve Jobs created, and instead of chasing one massive breakthrough, Apple built multiple billion-dollar businesses, expanded into new categories, and turned its ecosystem into one of the most powerful in tech. Think about it, AirPods, Apple Watch, the transition from Intel to Apple silicon, all market disruptors that happened under Tim Cook. So let’s take a look back and see everything from the Tim Cook era.

Be sure to watch our video where I rank all the Tim Cook-era products from 2011 to today.

Tim Cook era products

There is a lot to highlight about products and services during the Tim Cook era. But if you had to pick some of the defining highlights, there are a few standouts. The first that comes to mind is AirPods, which became a cultural icon and, arguably, Apple’s most successful accessory of all time. They are everywhere, and you know exactly what they are when you see them. Then there is the Apple Watch, which went from a questionable product in 2015 to a health device that millions of people rely on. Then you have the game-changing transition from Intel to Apple Silicon, which delivered massive gains in performance and efficiency almost overnight. Below is the full list of products from the Tim Cook era in chronological order.

When you look at this list, it feels different from the Steve Jobs era. Jobs had a few products that were insanely impactful: G4 iMac, iPod, iPhone. But with Cook, instead of having one or two defining products, he was able to build multiple

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Do you think Apple has strayed off course under Tim Cook’s leadership? How do you evaluate Tim Cook’s 15-year term as CEO? Let’s delve into this discussion!

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