Analysts advocate for a replacement of Apple's current CEO.
In the tech world, Apple continues to dominate the wearable technology market, claiming nearly a quarter of the global market as of the fourth quarter of 2024. However, the company is facing mounting pressure to adapt and innovate, particularly in the realm of artificial intelligence (AI).
Recent calls for a change at the helm have come from analysts Walter Piecyk and Joe Galone of LightShed Partners, who suggest that Apple needs a product-focused CEO, not one centered on logistics. The analysts acknowledge Tim Cook's achievements, stating that he has "done a great job," but they believe Apple is in a "static state" and needs a change agent to start a second wave.
The call for Cook's replacement comes amid concerns that Apple is falling behind in AI technology. Despite this, Tim Cook is not preparing to retire or groom a successor. Jeff Williams, Apple's longtime Chief Operating Officer, will retire later this year, and Sabih Khan has been announced as the new COO. However, no signs suggest this will trigger a CEO succession anytime soon.
Criticism around Cook’s leadership is mainly centered on Apple's handling of its AI efforts, which some perceive as an "AI debacle." Yet, Cook's tenure is compared to veteran industry leaders who remain in leadership well into their later years, suggesting he has substantial staying power, with expectations that he will remain CEO for at least several more years.
Under Cook's watch, other high-profile products or projects have fallen short of expectations in recent years. For instance, Apple ended Project Titan, its decade-long effort to build an electric car, in 2024. The Vision Pro headset, launched last year, remains a niche device.
Apple has grappled with a litany of challenges in 2025, including President Trump's tariff threats, fresh restrictions from the European Union on its App Store, and a federal judge allowing an antitrust lawsuit alleging it has monopolized the smartphone market to proceed.
Yet, Apple has not been idle. The company has announced a batch of new AI features coming this fall, including live-language translation, AI-generated workout insights for the Apple Watch, and enhancements to existing features. However, many of these upgrades are Apple playing catch-up to tools already offered by other tech companies.
One highly anticipated update, a long-awaited update to Siri, has been delayed. The update would enable Siri to answer more complex questions with personalized answers and handle tasks on a user's behalf.
As Apple continues to navigate these challenges, the question of leadership remains a topic of discussion. While some analysts and research firms suggest it's time for a new CEO at Apple, internally the leadership transition is not imminent, and Tim Cook’s position remains firm for now.
- Criticism of Tim Cook's leadership at Apple is primarily focused on the company's perceived struggles in the field of artificial intelligence (AI), which some refer to as an "AI debacle."
- Despite concerns about Apple's AI technology and fears that the company may be falling behind, Tim Cook is not planning to retire and has not yet groomed a successor.
- The tech business world is closely watching Apple's moves in the AI sector, with some calling for a product-focused CEO to help the company innovate and catch up with competitors in this area.
