It's the end of an era: On Monday, Tim Cook announced his plans to step down as Apple CEO. By September, the company's senior vice president of hardware engineering John Ternus will succeed Cook in the role, and Apple will have its second CEO since Steve Jobs' departure in 2011. A lot has happened over at Apple Inc. since Tim Cook took over nearly 15 years ago, but there are some moments that stand out more than others. I've highlighted 11 products and decisions the company has announced or made during Cook's tenure that I think defined this chapter.
Of course, Siri went from being an iPhone-exclusive to being the smart assistant across all of Apple's products—even if it isn't the most capable option on the market. The company announced an AI overhaul for Siri back at WWDC 2024, but the upgrades have been delayed again and again.
Apple Maps dropped for the first time in 2012 (and it didn't go well)
While you may or may not prefer Apple Maps today, it was a much different app back in 2012—and by that, I mean it was a bit of a disaster. Apple Maps was missing cities, landmarks, and its app icon even depicted a driver turning off an overpass. The PR nightmare was so bad, Apple's former vice president of iOS, Scott Forstall, left the company after refusing to sign an apology for the app. While many of us who lived through this experience still don't really trust Apple Maps, many iPhone users now choose it over other options.
The company introduced the first Apple Watch in 2014
When Apple first announced the Apple Watch back in 2014, its premium "Edition" line really stole the show. (Apple is selling a $10,000 watch made of gold? Who's going to buy this thing?) But while you could have easily mistaken this for a luxury-only product at the time, it ended up having mass-market appeal, thanks to more budget-friendly options that ditched the premium materials for aluminum. Apple still offers higher-quality Apple Watch models, but it quickly ditched the gold (and the five-figure price tags).
On Aug. 3, 2018, Apple became the first publicly-traded company in U.S. to be valued at $1 trillion. It was a remarkable moment, especially considering how close Apple came to financial ruin back in the 90s, and how some doubted the company's future following the passing of Steve Jobs. The company continued to hit financial milestones over the years, and today, Tim Cook steps down from a $4 trillion company.
Apple introduced the first wireless AirPods in 2016
Apple famously launched the iPhone 7 without a headphone jack. While you could use an adapter to connect your existing wired headphones to the phone, the company had a solution: Buy its wireless earbuds instead. Apple Fellow Phil Schiller saying the decision resulted from "courage" is still mocked to this day, but Apple has clearly had the last laugh. AirPods have gone on to become wildly popular, and likely had a huge role to play in popularizing wireless headphones in general. The initial product was relatively expensive—$169 for what seemed like a wireless version of the free EarPods that came with every previous iPhone—but the product has blown up. Apple now offers "entry-level" AirPods, a version with noise cancellation, "Pro" AirPods with interchangeable ear tips, and over-the-ear headphones that cost way too much. Like the Apple Watch, this is one product you can't go out in public without seeing.
AirPods 4 $99.00 at Amazon $129.00 Save $30.00 Shop Now Shop Now $99.00 at Amazon $129.00 Save $30.00The iPhone X was released for Apple's 10th anniversary in 2017 with major design changes
The iPhone has gone through many design changes and shake-ups over its near 20-year history, but perhaps none is as monumental as the iPhone X. For the product's 10th anniversary, Apple totally overhauled its look and function. Gone was the Home button, the large top and bottom bezels, and the LCD screen; in its place, Face ID and an edge-to-edge OLED display (minus the "notch" for the camera, of course). It's a design that still looks pretty fresh nearly 10 years later: nobody would bat an eye if you were rocking an iPhone X today—though it sadly doesn't support the latest version of iOS.
Apple announced its mixed reality Vision Pro headset in 2024
After years of speculation, Apple finally entered the headset market in 2024 with the Apple Vision Pro. Its mixed reality headset combined some impressive hardware with a unique operating system (visionOS) to pull off an ideal experience for Apple users interested in XR. You can link your MacBook to the headset to pull up a virtual ultra-wide monitor; take FaceTime calls using a virtual persona; and watch videos you shot on your iPhone in spatial reality.
The new MacBook Neo, released this year, cut the price of a basic MacBook Air in half
Apple silicon may be the most important thing to happen to the Mac lineup under Tim Cook, but the MacBook Neo might be the most important Mac. Apple took an iPhone chip, put it inside a simple MacBook design, and set the price at $599 ($499 with an education discount). Despite 8GB of RAM, and macOS running on an "A-series" chip rather than M-series, most people can probably get what they need to get done using a Neo, at half the price of Apple's previous entry-level MacBook Air. It's too early to tell just how impactful this device will be on the personal computing market, but my guess is colossal.
MacBook Neo (256 GB) $589.99 at Amazon Shop Now Shop Now $589.99 at AmazonHence then, the article about 11 of the biggest moments in tim cook s time as apple ceo was published today ( ) and is available on Live Hacker ( Middle East ) The editorial team at PressBee has edited and verified it, and it may have been modified, fully republished, or quoted. You can read and follow the updates of this news or article from its original source.
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