Apple's challenges under Tim Cook

Under Tim Cook's leadership, Apple achieved tremendous growth, increasing its company value from $350 billion to nearly $4 trillion. It expanded its market presence and sold billions of devices. However, Apple faced numerous crises, including failed launches such as the unsuccessful rollout of Apple Maps in 2012, the battery slowdown issue in iPhones in 2017 which led to lawsuits and fines, a lengthy legal battle over App Store policies, and regulatory tensions with the European Union and the United States. The company also relied heavily on China for supply chain operations, which became a strategic threat following the decline in global stability caused by the pandemic and geopolitical tensions. This prompted Apple to relocate part of its manufacturing to India and Vietnam. Toward the end of Cook’s tenure, Apple lagged in developing artificial intelligence technologies, despite announcing significant strategic shifts starting in 2024, highlighting major challenges the company faces in innovation and competitiveness.

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