Outlook Business Desk
Tim Cook is stepping down as Apple chief executive in september after a tenure marked by a major shift in the company’s direction. From 2011 to 2026, he expanded Apple beyond core devices into a wider ecosystem of hardware, software and services, reshaping its global operations.
Under Cook tenure, Apple introduced several major products and updates across its ecosystem. From wearables and audio devices to smartphones, computers and spatial computing, these launches shaped the company’s growth and expanded how users experience Apple technology.
Under his tenure, Apple Watch was launched in 2015. It started as a companion device but later evolved into a health and fitness-focused product, adding features like ECG, fall detection and activity tracking, and becoming a key part of Apple’s ecosystem.
Apple also launched AirPods in 2016, removing wires from earphones and popularising true wireless audio. Over time, they gained features like spatial audio and health tracking, making them one of Apple’s most widely used accessories worldwide.
The iPhone X launched in 2017 and marked a major design shift for Apple smartphones with an edge-to-edge display, Face ID and gesture-based navigation. It removed the home button and set the template for modern iPhone design used across the industry.
After the iPhone X, Apple moved to multiple models each year, including standard, Pro and Pro Max variants. This helped the company target different price segments while maintaining its premium positioning in the smartphone market.
In 2020, Apple moved Macs to its own Apple Silicon chips starting with M1. This boosted performance and battery life, improved system integration, and reduced dependence on Intel while enabling smoother compatibility with iPhone and iPad apps.
Additionally, Apple launched AirTags in 2021 to help users track lost items through the Find My network. With Precision Finding powered by Ultra Wideband technology, it expanded Apple’s ecosystem into practical everyday tracking and location-based convenience.
Meanwhile, the company also entered spatial computing in 2024 with Vision Pro, a headset controlled through eye tracking, hand gestures and voice. It introduced a 3D interface where users can place and interact with apps in a flexible digital space.