Today Tim Cook steps down as Apple CEO — I've been an Apple computing journalist since 2004, here are the 5 ways that Cook changed Apple for the better

Since 2011, Apple has undergone significant changes under the leadership of CEO Tim Cook. Here are five ways Tim Cook transformed Apple for the better:

1. Cook turned Apple into a profitable machine. When he became CEO, Apple's market value was around $350 billion. Today, it has surpassed $5 trillion, with annual revenue reaching $109.4 billion in Q3 2026. Apple now generates more revenue in three months than it did in an entire year under Jobs' leadership.

2. Cook transformed Apple into a services-focused company. From iTunes to Apple Music, Apple TV+, Apple Pay, Apple Card, Apple News+, Apple Arcade, Fitness+, iCloud+, and more, Cook expanded Apple's revenue streams through a diverse range of subscription services, creating a reliable income while increasing customer engagement.

3. Apple Watch and AirPods enhanced the ecosystem. Initially struggling to find its purpose, the Apple Watch has evolved into a powerful health and fitness device, while AirPods have made connecting Apple devices seamless. Together, these products have made iPhones more valuable and extended Apple's ecosystem to our wrists and ears.

4. Apple developed its own silicon. Under Cook's guidance, Apple transitioned Macs from Intel processors to its own chips, delivering superior performance per watt, longer battery life, and reduced heat. This technological bet paid off, demonstrating Apple's ability to execute massive changes successfully.

5. Tim Cook prioritized privacy. Cook has consistently advocated for privacy as a fundamental human right, implementing features that enhance user privacy across Apple's products and services. Apple's focus on privacy has become a defining aspect of its brand.