How Apple Changed Under Tim Cook: 15 Years in Numbers

Apple CEO Tim Cook participated successful his last Apple net telephone yesterday, with incoming CEO John Ternus acceptable to instrumentality implicit connected September 1. With Cook's tenure coming to an end, we thought we'd instrumentality a look astatine however Apple has changed implicit the past 15 years.


Cook took implicit arsenic CEO connected August 24, 2011, aft Steve Jobs resigned.

Apple's Revenue

During yesterday's net call, Bank of America expert Wamsi Mohan shared an absorbing reflection astir Apple's quarterly earnings. When Cook took implicit arsenic CEO, Apple's gross for each of 2011 was $108 billion.

Apple reported $109.4 cardinal for Q3 2026, earning its 2011 gross successful a azygous quarter. We don't person the numbers for fiscal 2026 yet, but successful fiscal 2025, gross was $416 billion.

iPhone gross successful 2011 was $47 billion, and conscionable this quarter, it was $54.3 billion.

Valuation

Apple banal is down contiguous aft Cook said helium expects proviso constraints and representation shortages to impact gross successful the existent quarter, but past week, Apple concisely hit a marketplace headdress supra $5 trillion. Apple's marketplace headdress is present astir the $4.5 trillion mark, and it erstwhile again trails Nvidia for world's astir invaluable publically traded company.

Apple was the archetypal institution to scope a $1 trillion valuation successful August 2018, the archetypal to scope $2 trillion successful August 2020, and the archetypal to scope $3 trillion successful January 2022. It was the 3rd institution to deed a $4 trillion valuation successful October 2025, and past the 2nd to scope $5 trillion.

A time aft Cook took implicit successful August 2011, Apple's banal terms was $13.35 (split-adjusted). Today, it opened astatine $304.81, a astir 23x increase. There was a 7-for–1 split successful 2014 and 4-for–1 split successful 2020 during Cook's tenure.

Installed Base

Apple said it has implicit 2.5 cardinal progressive devices. Apple didn't stock installed basal numbers until 2016, erstwhile it deed a cardinal progressive devices.

Services

Apple's services class gross has seen the astir growth. It was $9.4 cardinal successful each of 2011, but successful Q3 2026, it was $30.7 billion. In fiscal 2025, services brought successful $109 billion.

Apple said during the net telephone that it present has 1.5 cardinal subscriptions. A immense fig of services launched nether Cook, including:

• Apple Pay


• ‌Apple Pay‌ Cash


• Apple Card


• Apple Music


• Apple News


• Apple TV+


• Apple Arcade


• Apple Fitness+


• iCloud+


• App Store Search Ads


• Ads successful Maps

Back successful 2011, Apple's services were constricted to AppleCare, iTunes, and the ‌App Store‌.

Product Launches

Under Cook, Apple launched everything from the AirPods to the Apple Watch.

• Apple Watch


• AirPods


• Apple silicon chips


• Vision Pro


• iPhone Air


• iPhone X


• HomePod and HomePod mini


• MacBook Neo

Capital Returns

Cook initiated quarterly dividends successful 2012, and besides executed an ongoing stock repurchase program. Since then, Apple has returned more than $1 trillion to shareholders.

Transition to John Ternus

Cook said yesterday that the modulation to Ternus is "going seamlessly." Ternus volition go CEO connected September 1, up of erstwhile Apple announces caller iPhone models. Cook volition stay astatine Apple arsenic enforcement chairman, wherever helium volition prosecute with policymakers and assistance Apple navigate regulatory pressure.

In April, Cook said helium planned to stay astatine Apple for years to come. "I americium healthy. My vigor is high, and I program to beryllium successful this relation for a agelong time," said Cook. He said helium volition enactment existent hardware engineering main John Ternus successful immoderate mode indispensable erstwhile Ternus takes implicit arsenic CEO, and helium plans to proceed to connection cognition and acquisition whenever it's needed. "Apple volition beryllium my apical priority," helium said. "It's who I americium astatine my core, and I can't ideate it immoderate different way."

Cook connected Ternus

Cook yesterday said Ternus is the champion prime to instrumentality implicit Apple.
The modulation is going seamlessly, and I americium beyond excited for John to measurement into his caller relation and pb Apple into its adjacent era. He is genuinely 1 of a benignant and determination is nary amended idiosyncratic to instrumentality the helm of the company.

As I've said, I couldn't beryllium much assured successful his leadership, successful our enforcement team, and successful the bonzer radical astatine Apple who are determined to enrich the lives of our users each implicit the world. We person a agleam aboriginal ahead, and I genuinely person ne'er been much optimistic.
Ternus has been astatine Apple since 2001, erstwhile helium joined the merchandise plan team. He became vice president of hardware engineering successful 2013 and focused connected the AirPods, Mac, and iPad. In 2020, helium besides took connected the iPhone, and helium became elder vice president of hardware engineering successful 2021.
This article, "How Apple Changed Under Tim Cook: 15 Years successful Numbers" archetypal appeared connected MacRumors.com

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