How Apple Changed Under Tim Cook: 15 Years in Numbers

During his 15-year tenure as Apple's CEO, Tim Cook oversaw significant changes within the company. Upon taking over in August 2011, Apple's revenue was $108 billion, and by Q3 2026, it had grown to $109.4 billion, reflecting a remarkable increase in just a few years. The iPhone revenue also saw substantial growth, rising from $47 billion in 2011 to $54.3 billion in the most recent quarter.

Apple's market capitalization has experienced dramatic fluctuations since Cook's leadership began. It briefly surpassed the $5 trillion mark in 2024, only to later settle at around the $4.5 trillion level. The tech giant was the first to reach a $1 trillion valuation in August 2018, followed by $2 trillion in August 2020 and $3 trillion in January 2022, before hitting the $4 trillion mark in October 2025 and the $5 trillion threshold in October 2024.

Under Cook's leadership, Apple's installed base of over 2.5 billion active devices was a testament to the company's widespread adoption. In 2016, the installed base surpassed the billion mark. Services, which comprised $9.4 billion in revenue in 2011, have been the most significant growth area. By Q3 2026, Apple's services category revenue reached $30.7 billion, with a total of 1.5 billion subscriptions.

Apple's product portfolio saw a host of new launches under Cook, including the AirPods, Apple Watch, AirPods, the Apple silicon chips, Vision Pro, and various iPhone models. Apple introduced the Apple Card, Apple Pay, Cash, Apple Music, Apple News, Apple TV+, Apple Arcade, Apple Fitness+, iCloud, and App Store, significantly expanding the range of services available.

Throughout his tenure, Cook initiated a quarterly dividend in 2012 and initiated a substantial share repurchase program, returning more than $1 trillion to shareholders. The transition of leadership to John Ternus, who has been with Apple since 2001, was met with enthusiasm, as Cook expressed his confidence in Ternus's ability to lead Apple into a new era. Cook remains committed to Apple as executive chairman, working closely with the company and policymakers to navigate regulatory challenges.